WatchPro teamed with neilsonphotography to shoot the new Vintage collection from Accurist for the March issue of the magazine. (ITP) WatchPro teamed with neilsonphotography to shoot the new Vintage collection from Accurist for the March issue of the magazine. (ITP)

Accurist has joined a burgeoning line up at the London Watch Show, a new trade exhibition for the UK watch industry set to make its debut in July.

The British watch brand is currently undergoing a rebrand and chief executive Jonathan Crocker said Accurist will use its appearance at the London Watch Show to "tell our story, communicate effectively and engage with our retail customers more fully".

As well as presenting its new brand identity at the London Watch Show, Accurist will also introduce retailers to its autumn/winter marketing campaign, launch new gold watches and will preview some new AW13 timepieces.

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Crocker said: "When I was considering the strategy for Accurist there were two main conclusions I drew from my research. The first was that we needed to align our brand into a form that was instantly recognisable, demonstrated the brand values and key message as consistently as possible – this is now well underway with our newly appointed creative agency and marketing team.

"The second conclusion was that we needed to tell our story, communicate effectively and engage with our retail customers more fully – for their part this is where exhibitions come into play. Obviously the choices we considered were BaselWorld, but it is too early in the[rebranding] process, IJL, a good option for re-launch but heavily biased towards jewellery, and then the London Watch Show. This seemed to be exactly the right time for us and particularly interesting as this is the first year it will be run."

To read an exclusive WatchPro interview with Crocker and see our photoshoot featuring the new Vintage timepiece collection, which both appeared in the March issue of the magazine, click here

Accurist will join fellow London Watch Show exhibitors Ball Watches, Bulova, Casio, Fendi, Festina, Glam Rock, Holler, Junghans, Jorg Gray, Lulu Guinness, Metal CH, Philip Stein, Royal LondonSuunto, Timex, TW Steel and Wryst.

To register to attend the London Watch Show, which is open only to qualified watch professionals and journalists, click here.