British watch brand Shore Projects is celebrating its first anniversary this month with the roll out of its second collection of watches and six new stockists.
As of this month Shore Project watches will be available in Selfridges, John Lewis, ASOS, Urban Outfitters, Topshop and Anthropology with more stockists to follow throughout 2015. Shore began selling directly online before an exclusive launch in London’s luxury department store Liberty and a Christmas pop-up at Westfield London.
Jono Holt, Shore co-founder, said: “We are thrilled with our first year of trading, the brand started with a passion to create a minimal yet stylish British watch brand, and the growth and support we’ve enjoyed this year has surpassed our expectations. We’ve filled a niche with a young demographic in search of a classic looking watch they can change to suit their style with our interchangeable straps.”
Shore’s second collection, dubbed Project 2, follows the clean simplicity of Project 1 whilst adding a more luxury feel with brushed steel cases and dials and including Milanese mesh versions of its signature straps and bracelets.
Elsewhere Project 2, which will sell at £135, maintains the high production standards seen in its debut collection through the use of sapphire crystal, high grade Japanese movement and water resistance to 100m.
Shore, which takes its inspiration from the British seaside, once again names its watches after British coastal destinations, this time including Aberscoch, Cowes, Falmouth and Salcomb. The brand will continue to donate £1 for every watch sold to the Marine Conservation Society.