Morellato straps in new distribution deal for UK network


Morellato has entered into a new relationship with independent distributor, AFH Distribution.

The firm has been appointed to distribute the brand of luxury watch straps throughout the United Kingdom.

To accelerate the success of Morellato watch straps for the UK, AFH Distribution has appointed industry expert Simon Walker, formally Country Manager at Hirsch for 12 years to head up the business.


Mr Walker will work alongside sales & marketing specialist, Marcus Braybrook, as part of the project.

Morellato says its newly restructured business model has been designed for ease and simplicity and built around the promise to exceed the expectations of the retailer.

It specifically outlined depth of range, improved margin, speed of fulfilment and general best in class services, including next day delivery on the core range.

New technology is currently in development to further enhance the quality and speed of service.

The past few months has seen the introduction of Morellato to key watch repair specialists, including Watch Hospital and Watch Lab, carrying a UK specific comprehensive core range of models available in a multitude of colour variations.

Within a few short weeks, more than 55 independent retailers have embraced the brand.

Mr Braybrook explained: “The Morellato business is the perfect addition to the AFH Distribution/ SWICO family, affording synergies between our highly successful and established after-sales service facilities.

“Morellato complements our current portfolio of watch distribution, currently featuring; Baume & Mercier, Maserati, TW Steel and most recently Daniel Wellington.”

While Mr Walked added: “After many years in the industry, it is refreshing to work with a dynamic company which embraces technology and tradition, in order to provide a simple but effective service for this essential part of a retailers business.”



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