Watch sales at QVC UK have been strong in Q4 as timepieces with affordable price points hit the mark with festive shoppers.
The TV and web retailer said that sales of its own entry-level price point brand Gossip had performed well, while watches priced at about £100 from brands Skagen and Storm had also proved popular with customers, with both brands "consistently over achieving on sales targets".
QVC associate buyer Clare Baker told WatchPro: "We have experienced some fantastic results with our key watch brands in Q4, including a well-received new brand launch with Storm.
"Customers are responding well to crystal embellishment and unusual metal finishes such as two-tone mixes [such as] rose gold and charcoal, and steering away from the more classic stainless steel and yellow gold finishes."
Barker said that the festive boost in watch sales has come at the end of a tough year for the category.
She said: "Watch sales have been challenging over the last few seasons with increased competition on the high street and mobile phone ownership. However one of the key trends in the jewellery market – rose gold – is a strong look within watches and is continuing to drive strong seasonal sales."