Bateren & Co launches £300 automatic watches at IJL

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British startup Bateren & Co Watches is launching its first collection to the trade at September’s International Jeweller London exhibition (IJL).

The show takes place from September 3-5 at London Olympia.

Bateren & Co’s key collection is the unisex Pacemaker family of sports watches. The pieces, described as refined, solid and versatile, use Japanese automatic movements inside 300m water resistant steel cases.

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The watches will retail for £300-350, a price point that Beteren & Co founder Marho Bateren believes is a bargain for watches housing Japanese-made automatic movements.

The price is more commonly associated with Chinese-made automatics.

“Less that 10% of watches available online under £500 had an automatic movement; many of which utilise less reliable Chinese movements,” says Mr Bateren.

“Bateren & Co brings you Japanese automatic precision in a strong and elegant case for between £300 and £350 (depending on strap preference); a clear gap in the market,” he adds.

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