Garmin smartwatches have gone on sale at Beaverbrooks for the first time today, a significant win for the company best known for its GPS technology for driving and sports.
Its connected sports watches have been bestsellers in sporting and outdoor activity retailers like Cotswold Outdoor and Snow+Rock, in addition to consumer electronics multiple. Sales in the UK topped $1 million in its 2017-18 financial year.
The shift into traditional watch retailers like Beaverbrooks is a sign that Garmin’s smartwatches are becoming more mainstream and fashionable for people other than mountaineers and marathon runners.
The placement begins just online with Beaverbrooks this week, but Garmin hopes it will lead to sales through physical stores in the future.
Beaverbrooks will be stocking a range of Garmin products including its Vívomove model and premium GPS multisport Fēnix 5 Plus complete with wrist-based heart rate, maps, music and Garmin-Pay.
Ollie Stone, national account manager for Garmin, says: “We’re committed to making superior watch products that enhance the lives of our customers and it’s important our partners share this ethos. Beaverbrooks shares our passion for products, understands our emphasis on technology and aligns with our values of trust and integrity. We’re excited for this collaboration and what the future may hold.”