Swiss-made, Danish-designed brand Lars Larsen Watches is making its debut into the UK watch market at International Jewellery London (IJL), which opened its doors yesterday.
WatchPro caught up with Lars Larsen Watches co-founder and owner Dan Corfitzen about what to expect from the brand and its presence at IJL.
WP: WHAT IS THE BRAND’S BACKGROUND?
DAN CORFITZEN: I think that all things are created because enthusiasts reflect on the fact that something is missing. We have, for many years, felt that the market lacked a product where there was no compromise on design and quality but at a fair and decent price. Having worked within the fashion industry for many years it was the next natural step for us, despite its many challenges.
Our DNA is Danish, and we have managed to combine our unique Danish design with having the majority of our watches handmade in Switzerland through our partners. One of the co-owners is named Lars Larsen, and it was his great-grandfather (also called Lars Larsen) that started producing the first Lars Larsen watch in Switzerland over 93 years ago. Unfortunately, faith did not allow him to continue, and we have taken up the challenge to continue
WP: HOW WOULD YOU DESCRIBE THE WATCHES?
DC: We are very proud to be a part of the Danish design heritage. It appears naturally in our design, which is inspired by being Danish and with Scandinavian minimalism – high quality as the focal point with no compromises. We love when fashion is bold, functional and individual at the same time.
WP: WHERE IS THE BRAND WELL ESTABLISHED?
DC: We are fairly new in the market and started out in America as our first point of entrance. Everyone said that it was a hard continent to get into but we got a great reception and in addition to this, are now also represented in China, the Middle East and South America. Now we are fully focused on Europe.
WP: WHAT MADE YOU DECIDE TO LAUNCH THE BRAND IN THE UK?
DC: [We are] aware that the UK is a land of many cultures and nationalities known for design, good taste, and an approach to life that is very close to the Danish way of life. For us it was quite natural to start [In Europe] here. The UK market is an open market in the sense that consumers are individualist and unique in their appearance and their everyday life.
WP: WHAT ARE YOUR PLANS FOR UK DISTRIBUTION?
DC: We have added Paul Connolly to our family and he is our Lars Larsen watch man in the UK. In addition to this, we are also finalising agreements with agents for Scotland and Ireland.
WP: WHY DID YOU DECIDE TO EXHIBIT AT IJL AND WHAT DO YOU HOPE TO GAIN FROM BEING THERE?
DC: We studied the British market and, of course, the main exhibition and what would prove to be the most interesting meeting point for our customers. So it was natural that it was IJL that we selected to exhibit at and meet our new potential buyers and visitors. We look forward to showing our products, our expectations and naturally making this our first step and introduction to the UK market.
International Jewellery London is taking place until September 4 at exhibition centre Earls Court.