Q&A: Niklas Dahlgren aims for sonic Boom


Boom Watches is a new Scandinavian watch brand with a difference. WatchPro spent some time with the brand’s CEO, Niklas Dalhgren, to find out why UK watch retailers should sit up and take notice.

WatchPro: How long has Boom Watches been around?

ND: The Boom concept has been carefully developed by our engineering team and this range was launched in October 2016


WP: Which markets are the brand strongest in?
ND: At this moment, we have signed up partners for a handful of markets with 3-4 more markets to come. Our intention is to launch the brand in approx. 8 markets this spring, with focus on Northern Europe and Asia. The next local launch phase will be coming fall. We already see a big traction from US, Germany & UK and our home markets in Scandinavia and feel very confident about successful launches in Asia.

WP: What can UK retailers expect to see from Boom Watches in 2017?
ND: You will see a lot of us. The easiest way to follow our expansion is to follow us on Instagram and Facebook, where we post news frequently. We recently hired a very competent Social Commerce Team that will give us a strong push on social media. Initially, we will focus on northern Europe, China and Japan and have dedicated resources for each region. Our intention is to partner up with a distributor in the UK during this fall. Until then, we are happy to have direct dialogue with retailers that would like to sell the range. From a retailer’s and consumer’s perspective we dare to say that what we offer is unmatched in the industry

WP: What is your impression of the UK watch consumer compared to in other countries throughout the world?
ND: The UK market is very competitive compared to other countries. With this said, there is always room for new innovative brands with a strong concept, and through competition makes us thrive.  We have recently seen upcoming brands gaining huge success, despite the fact they are working in a very non-traditional way. The UK market is strategically very important from a global perspective, hence we are keen to activate the distribution and use the UK as one of our reference markets as soon as possible.

WP: What makes Boom Watches’ offering unique and desirable?
ND: Boom Watches is an exciting new Swedish watch brand offering sophisticated timepieces with an option to personalise the timepiece in an innovative and distinct matter. Watches are sold either complete or part-by-part, where consumers can create their unique personalised model. The concept is well thought-out. Consumers can use the in-store point of sale iPad to create the watch they want, to be collected from the cashier within a matter of minutes. Since the launch last fall we have gained vast popularity on social media and we have only just started, so you will see more of us for sure.



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