The brand name Links of London has become synonymous with silver jewellery, but soon the connection could be just as casually be made to watches if Romain Milaret has his way.
“We have increased the share of the watch segment within our brand and have been pitching new retail partners for Links of London watches in the UK and abroad,” says Milaret, who worked for Cartier and Longines before joining Links’ parent company Folli Follie two years ago. “Far more is to come and some really exciting new partnerships and developments will be announced soon.”
The introduction of the Regent collection, a line of Swiss-made watches, has helped in repositioning the brand higher up in the watch market, and Milaret says that appearances at IJL and Baselworld proved crucial to its retail strategies. “We did see a good level of sell-in following those events,” he says. “As the Links of London watch distribution network and our offer continue to grow, this will lead to increased customer awareness of Links of London watches, and a growth in sales.”
With a beat that covers Europe, the Middle East and Africa, Milaret’s passport has picked up a few stamps in the line of duty, but even more so in pursuit of pleasure. “Travelling is always the best way to completely cut off work,” he says. “I treat myself many times a year, including short city breaks especially to Madrid, one of my favourite cities. Otherwise, the US, Thailand, Sri Lanka, Argentina, Israel, Cuba – the list goes on.”
One particularly interesting trip Milaret took last year was to a boxing camp in Thailand. He has been practicing Thai boxing for two years now, and the trip was a punishing celebration of that hobby with four hours of training every day for two weeks in temperatures hitting 35°C. “You come back with a purified body and soul,” he promises. We think we’ll just take your word on that one.