Larsson & Jennings will exhibit at next month’s Baselworld for the first time.
The world’s biggest watch and jewellery show will be smaller and a day shorter this year, but Larsson & Jennings sees it as a massive opportunity to promote its brand to the world.
The British business currently sells around 40% of its watches in the UK and a further 25% in the USA, but it wants to reach out to agents, distributors and retailers in Asia and Continental Europe.
The six-year old brand was an early enthusiast for minimalist watches, but believes it must now “innovate, upgrade and elevate” its watches in order to differentiate them from a sea of copycat pop-up brands.
“We have banned the world minimalist in the office,” jokes Larsson & Jennings founder Andrew Jennings. “We have to rise above people who just buy a load of watches on Alibaba and market the hell out of them on social media.”
Visitors to Baselworld will see a completely new chronograph from Larsson & Jennings and a pilot watch in a cushion-shaped case. Both are made in Switzerland using quartz Ronda movements.
All watches this year will be sold on a choice of leather straps, steel link or Milanese web bracelets at prices ranging from £200-500.
Later in the year, the company will launch its first connected watch, a hybrid that looks and works like a classic quartz dress watch, but communicates fitness, sleep and notifications with a Larsson & Jennings smartphone app. The watch is expected to retail for around £200.