Renewed focus on specialist watch partners and additional investment in digital tools for partners have fuelled a 15% increase in annual sales for MeisterSinger.
The company did not share exact financial data, but claimed the double-digit revenue performance led to it achieving a record level of turnover in 2018.
The Munster-based watchmaker cited “stable” demand in Germany and “significant” growth in the Netherlands, France, Belgium, USA and Spain for the expansion.
Managing partners, Manfred Brassler (left) and John van Steen (right), are convinced that the success of the company is based on its fruitful partnership with specialist retailers.
“Our brand needs to be perceived and represented with conviction. In recent years we have been able to win over our specialist retail partners for this idea. They are our ambassadors for the concept of the single-hand watch and a relaxed perception of time.”
MeisterSinger launched an online partner shop last summer after consulting with retailers and it has played an essential role in driving channel sales.
Customers can either purchase directly from the online shop or have watches deposited at their local jeweller for collection. The jeweller or service partner always receives a share of the profit as part of the arrangement.
MeisterSinger will be looking to build on its growth with a successful showing at several forthcoming exhibitions, including Inhorgenta in Germany and Baselworld in Switzerland.
Meistersinger has been manufacturing mechanical wristwatches since 2001.
Its watches are notable for only featuring one single hand with a fine needle point that enables the wearer to read the time.
Today the collection includes 21 different series with over 70 watch variations.