Accurist has appointed a creative design agency to assist its plans to reposition the brand.
The British watch brand is now working with agency Edge Design to firm up Accurist’s brand identity, tone of voice and communications with the main objective of promoting its British heritage.
Accurist chief executive Jonathan Crocker said: “Our strategy is to realign the brand to reflect the vision, values and core competencies that have remained the same since the company was founded. This will take form of a creative exercise to define the brand identity, tone of voice and communications to ensure we show who we are and what we stand for.
"Our investment this year in the new point-of-sale materials for all of our stores will dramatically improve our on-the-shelf presence that will revitalise this great brand and position us back at the forefront of retail partners’ and consumers’ minds.”
Accurist said that retailers are likely to see the changes brought by the partnership with Edge Design come through by September. The creative design agency has previously worked with a huge portfolio of clients that includes Christian Dior, Cartier, Arcadia Group and Fortnum & Mason.
Edge Design creative director Steve Edge said: “We’re very excited to be working with such an iconic British brand such as Accurist. The company has a unique and interesting heritage and we look forward to exploring its potential together.”
