New travel retail focus for Accurist in Cannes
‘British watch brand Accurist, inspired by its own heritage archives and iconic vintage watches, launches a revitalised brand positioning and a stunning collection of new watches. Part of the Time Products Ltd group of companies, the new collection can be seen at TFWA WE - Green Village, K50.
Whilst exploring its vast archives for a vintage watch to re-issue in celebration of its 75th anniversary in 2021, the Accurist team re-discovered the brand’s original ethos of high-quality watches at affordable prices that ‘punch above their weight’ and found an abundance of distinctive vintage timepieces. Instead of launching just one watch, Accurist developed seven collections which will replace its current watch ranges. Comprising 76 individual watches, each collection is inspired by a distinctive vintage watch resulting in an array of styles for men and women which cater to different target consumers. All will be available to travel retail.
Comments Gary Taylor – Duty Free and International Director: "Accurist has targeted travel retail for many years and has a stronghold in the UK and Europe; our customers have included Jet2, DFDS, Aer Rianta and Lagardère.
“We're confident that the revitalisation of the brand will strengthen the position we already hold and help us to grow our business further afield into new markets. Accurist is a unique offering, blending a heritage British brand with over 75 years of watchmaking history with modern materials and designs. By focusing on high quality specifications such as sapphire crystal glass, solid stainless steel, diamond dot dials Accurist really punches above its weight.
“With this new collection, we hope to attract a different type of retailer and a new customer opening new opportunities globally. The introduction also allows Time Products to add another dimension to its portfolio of brand offerings.”
As well as the new watch collections, Accurist is bringing a fresh new approach to life: ‘It’s about time.’, which is true to the heritage of Accurist being linked to the great moments of time such as sponsoring the speaking clock (until 2008) and the countdown to the millennium. The revitalisation includes a return to a vintage Accurist logo, refreshed brand colours for a modern twist, updated display stands and online website to transform visibility, and new packaging with a spectacular watch roll with every watch.
The collections combine craftmanship techniques typically reserved for Swiss timepieces together with materials attributed to premium-priced brands, such as solid stainless steel, semi-precious stones, sapphire crystal glass, and real leather, and are available at an accessible price point.
The revitalised range will consist of seven collections: Origin, Rectangle, Everyday, Jewellery, Aviation, Dive, and Classic. All watches within the collections will:
• Be made using premium materials: solid stainless steel, semi-precious stones, diamond dots, sapphire glass, and real leather
• Come with a five-year guarantee
• Have interchangeable, quick-release straps to allow personalisation
• Have dedicated space on the case back for engraving
• Be packaged in a spectacular watch roll
A national marketing campaign in the UK from October to December, centred around 'It's about time', will further raise awareness of the brand to consumers before they travel with digital and social media marketing alongside extensive outdoor and press advertising, helping to reach consumers at all pre-journey touchpoints.
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