British watch manufacturer Bremont has chosen not to exhibit at this year’s Baselworld watch and jewellery show in favour of its own London townhouse event.
The Henley-on-Thames-based brand has been exhibiting at Basel for a number of years, but has decided to launch its 2017 collections in London via an exclusive rented townhouse.
The branded experience will allow Bremont to exhibit some of its military collections for the first time, while also welcoming its partners and ambassadors to the capital.
2017 marks the 10th anniversary of Bremont’s debut watch collection and 15 years since the brand was founded by Nick and Giles English. UK consumers account for more than 50% of Bremont’s business, with sales in the domestic market increasing by 20% in 2016.
Giles English commented: “As a British watch company we are very keen for retailers and media alike to see us in our own environment and to join us in the UK to really experience what British watch-making is all about.”
Nick English added: “Basel is such a major global watch fair, so we have to be confident that we can provide enough of an attraction here in the UK and I feel we can. The fact that our historical Basel exhibition space ‘The Palace’ will be closed for 2017 is also a factor in our decision making.”
The UK has had a very positive year in luxury watch sales, outperforming many other global watch markets, which have seen declines. Although Brexit has increased the prices of many Swiss watch brands in the UK, Bremont has benefited from the weakness in the pound due to its ‘local producer’ status.