Swarovski aims to build on growing momentum for watches in the UK this year

Swarovski Executive Board Member and head of Consumer Goods Business division Robert Buchbauer poses at the Swarovski Ginza shop in central Tokyo on March 27, 2008. The Swarovski Ginza held the opening reception on the day.  AFP PHOTO / TOSHIFUMI KITAMURA (Photo credit should read TOSHIFUMI KITAMURA/AFP/Getty Images)Swarovski Executive Board Member and head of Consumer Goods Business division Robert Buchbauer poses at the Swarovski Ginza shop in central Tokyo on March 27, 2008. The Swarovski Ginza held the opening reception on the day. AFP PHOTO / TOSHIFUMI KITAMURA (Photo credit should read TOSHIFUMI KITAMURA/AFP/Getty Images)

Swarovski is aiming to increase its wholesale business for watches by 30% this year, according to its CEO Robert Buchbauer.

Mr Buchbauer says that the company it will continue to focus on distributing to its directly owned and franchised Swarovski boutiques, but it is tailoring its watch collections for different channels.

“The first priority has been to focus on our own and partner boutiques, ensuring that we offer the right watch offer across these distribution channels.

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“We are now ready to extend what we believe to be our winning watch collection to a wider wholesale distribution and as such expect to record a growth of 30% for the year,” he told WatchPro.

Watches are beginning to register as an important category for the crystal jewellery company. Mr Buchbauer admitted that as recently as 2011, watches made up only 2.2% of Swarovski revenue in the UK, but last year, the contribution was up to 8.3% of turnover.

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