Picto was founded in the 1980s in a time when the world was busy talking about how “time is money.”
However, founders Steen and Erlin went in the opposite direction and created a brand which encourages the idea of setting your own agenda.
Last year, as part of the Copenhagen Watch Group, PICTO began to embark on its adventure in the British market, so WatchPro caught up with Emily Zielinski, UK lead for PICTO at the Copenhagen Watch Group, to find out more.
Here’s what was discussed:
WatchPro: How was 2022 for the brand?
Emily Zielinski: 2022 was an exciting year for Copenhagen Watch Group as we began our journey into the UK market with our two iconic Danish designed brands PICTO® and Arne Jacobsen. We have some great partnerships now in place across a spectrum of channels and have highlighted our brands at industry trade events throughout the year. Globally including online sales, we sold to more than 60 countries in 2022.
Our PICTO® and Arne Jacobsen watch and clock brands offer something unique for customers – you are buying into a piece of design history offering quality products at affordable price points. It has been humbling to see people connect with our brands on different levels.
WP: How will you use the past twelve months to build on and grow the brand further?
EZ: Our focus will be to drive and champion our existing customers, supporting them with bespoke solutions to continue to drive sales across both PICTO and Arne Jacobsen watch and clock collections. We are of course also ready to on-board new customers so we will endeavour to build and enhance our brand awareness with trade and own channel social activations to engage existing and new consumers to both brands.
In addition, we are working on some collaborations with likeminded brands, along with new category extensions so watch this space for new and exciting projects championing our brands.
WP: In terms of product specifically, what is in store?
EZ: Last year saw the launch of our most ambitious project a new sustainable range of PICTO® – ”OCEAN GHOST NET” made from upcycled fishing nets – a great talking point and story to tell with customers of all ages. By sourcing sustainable materials and producing a watch using Ocean Ghost Nets from our seas, our most significant task was not to compromise the original design from 1984. Instead, meticulous attention to detail in every step of the process has made it possible to create a new line of sustainable watches while staying true to the original PICTO design and history.
2023 will see this range expand into different colourways and combinations. At PICTO®, we aim to take small steps every day to be more sustainable – the Ocean Ghost Net project is where we hope that our watches continue to serve as a daily reminder to do our part for the environment.
This spring’s big news from Arne Jacobsen is the classic ROMAN design in a light, playful pink colour, made with a circular finely brushed finish, which gives the watch a slightly shimmering shade of pink. The feminine Roman Orchid Pink is the third watch in the series, which pays tribute to the botanist Arne Jacobsen. The design is 100% faithful to Arne Jacobsen’s original clock design from 1942 for Aarhus Town Hall and comes in a 34 mm highly polished gold version with different straps and links. The Arne Jacobsen wristwatches are the epitome of timeless design pieces.
WP: Which demographics seem to be most interested in the brand?
EZ: Those who connect with PICTO® like the spontaneous and unpredictable way of living, but they are not necessarily fans of rules and routines. Instead, they worship freedom and space to follow a dream, take on a challenge and enjoy a little fun. They are energetic, dynamic, and passionate people who would instead let go of control for a while than miss an experience for life.
While copies and imitations do not turn them on, they are delighted by the playful and original. They adore the art of simplicity and everyone and everything that dares to be edgy. Finally yet importantly, they are happy to share what matters to them, if it matters to others, too.
Arne Jacobsen Watches are tributes to life’s long-lasting joys. Arne Jacobsen’s design caused a stir everywhere and the magic it is still does. Great design is characterised by continuous fascination as time goes by – and no matter whether you choose a design from 1939 or 1972, you are guaranteed a watch that never loses its place in time. Such designs we never get tired of using, carrying, or just looking at because in all its simplicity, it is usable, well thought out, and retains its value, originality, and attractiveness. Year after year.
A recent review on our collection summarises those who connect with us perfectly: “I have a passion for beauty and minimalistic design and at no other time I have fed this passion more than when visiting Copenhagen. If I had to select just one item, which encapsulates the beautiful simplicity of Danish design, it is this (Arne Jacobsen) watch collection”.
WP: What have you seen work best for you in terms of trend?
EZ: On PICTO, our design has not changed since the original design of 1984 – our core iconic “Black N White” combinations continue to drive sales across all sizes and materials but we also see an uplift of assorted colourways as we go into each season.
A mix of burgundy reds and dusty greens with sandblasted matte gold finishes from our “Salt N Pepper” collection or our more muted “Espresso Yourself” collection featuring Cappuccino and Mocha tones with gold finishes have all trended well for us, proving that there is something for everyone in the PICTO assortment.
With Arne Jacobsen, our Bankers collection is the most iconic core collection with classic colour combinations continually performing. In line with all of Arne Jacobsen’s designs, Bankers is minimalistic and elegant. The design is created with great attention and symbolism. Every hour marker is replaced by a spiral, consisting of 12 units, each indicating the day’s hours, hence the nickname: The Spiral Watch. Another distinctive feature of the Bankers watch is the red dot in the middle.
Our best-selling newness collection pays homage to Arne Jacobsen’s botany interests. The Porsgrunn Rose collection – designs that stay true to Arne Jacobsen’s original clock design from 1956. The dials are inspired by the Norwegian Porsgrunn marble, one of Arne Jacobsen’s favourite materials. The dial is made with a circular fine-brushed finish, which gives the watch a slightly changing grey colour, just like the Porsgrunn marble that fluctuates in several grey colours.
WP: Beyond the next few months, what is the long-term strategy for the brand?
EZ: With strong distribution in Denmark, Nordics, Japan, Germany, and the US, we are continually looking for the right retailers to collaborate with on our journey in the UK market and globally. We have seen success in our current distribution online and offline across both traditional watch and jewellery stores but also lifestyle contemporary stores.
We feel confident that retailers and consumers alike will continue to engage with PICTO and Arne Jacobsen in the same way. We will continue to stand by our brands values – for us it is about the right distribution, not the most, the right designs for our brands, not the latest fad. Staying relevant. “Time passes – Design lasts” and we hope that by following this in all that we do, we will make our own mark without compromising on our vision creating a distribution and design footprint that is sustainable in the current market.
We are passionate about our brands and the messages they convey, we will persist in offering our customers immense enthusiasm, first class support and a joint collaboration where we will work together to ensure our partnerships are a long and continued success.
