Omega, Breitling and Longines strong at W Brufords


Omega, Breitling and Longines were key watch brands for retailer W Bruford this Christmas.

Festive sales at the W Bruford group – which includes retail outlets W Bruford and Inspired by Brufords – were down 9% this year, with the retailer claiming that like for likes suffered due to tough comparables from the year before.


Managing director Ashley Pugh said: "Brufords was down against a record Christmas [in 2011] with two sales last year accounting for over 20% of total turnover. These were high-value sales, difficult to repeat.

"If they were taken out of the equation then we would have been looking at almost level, which in truth I would have accepted given the climate."

W Bruford’s fashion-focused retail outlet Inspired by Brufords, which carries watch brands including Ice-Watch, Casion, Juicy Couture and Skagen, enjoyed a strong Christmas with sales up 9% on the year before.  

In the run up to the festive period W Bruford invested about 5% of the month’s turnover in marketing activities. It ran advertising campaigns through local radio, newspapers and magazines and also in-store events and ran product promotions.

The retailer avoided discounting over the period.

Speaking of the year ahead, Puigh said: "How am I feeling about this year? Cautiously optimistic is probably the best way to describe things. I think it is going to be tough and we are going to be controlling everything very closely – stock, expenses and costs, etc. We have no plans to cut back but if the year doesn’t seem to be going well we have the option each quarter to review."

Previous articleTwo men arrested after Rox raid
Next articleIN PICS: Discover Jaeger-LeCoultre’s 2013 launches


Please enter your comment!
Please enter your name here