Watch and jewellery distributor DMJ is set to host a launch party for its new line of watches, Holler, at the Hoochie Coochie bar in Newcastle.
The distributor’s founder, Darren McCormick, has taken on the distribution of the US brand in the UK, inspired by his love of music and his substantial collection of 90,000 records.
The Holler brand is based on urban black music from the past 50 years and has been set up as a lifestyle brand offering non-watch products such as T-shirts, sunglasses cases, iPad covers and headphones, as well as an extensive line of fashion watches in the £49 to £170 price bracket.
The brand is based in Los Angeles in the US, has been in development for two and a half years. It was launched into the UK market by DMJ at The Jewellery Show in Birmingham in February.
Now DMJ will officially launch the brand to consumers with an event at Hoochie Coochie in DMJ’s home town of Newcastle, with soul singer Kenny Thomas, and a guestlist of celebrities. The event will be held on April 30 from 6pm.
DMJ also distributes watches by Cavalli Time, Wize & Ope and bead brand Time Beads.