Sales of Georg Jensen watches have shown double-digit growth at its concession in Selfridges London.
Watches now accounts for 27% of Georg Jensen’s business and the Danish luxury lifestyle brand said that it intends to increase investment in its watch division over the next two years.
Georg Jensen UK managing director Penny Grivea told WatchPro: “This is an area that we are looking to invest more in, in the next 2 years. We will re-introduce the brand in Basel in 2013 to present our new watches.”
Grivea added that the brand intends to increase its focus on the UK market for all of its product sectors.
To kickstart this renewed focus on the UK the brand has revamped its concession in the London branch of Selfridges, increasing its floorspace in the Designer Jewellery Room to 20sqm.
George Jensen has held a concession within Selfridges since June 2006. The new look, which has been created to align it with a new luxury lifestyle branding, has been created by British architects Mark Pinney Associates.
Georg Jensen UK managing director Penny Grivea said: “We are delighted showcase a Danish lifestyle shopping experience whilst expanding our presence within this landmark store. Customers can now experience the entire brand concept, discovering the collections in its dedicated brand environment. These strategic developments follow our increased focus on the UK market.”