These are not easy times for fashion watch companies operating in the UK, but STORM London, which specialises in affordable design-led pieces has found exporting to be a lucrative way of riding out the domestic storms.
The market for watches priced at less than £500 may be down by over 10% year-on-year, according to GfK’s retail analysis for Great Britain, but STORM is enjoying considerable success in the Czech Republic, where it has just opened its 13th store.
Wenceslas Square, the main shopping piazza and magnet for tourists in Prague, is the prime location for the newest STORM store.
Its opening attracted a crowd thanks to the presence of influencers who spread the news on social media.
STORM’s success across Europe demonstrates the rewards from a bold shift towards exports for the company. It has also thrown up some interesting data on sales in different countries.
Analysis shows that split in sales by gender varies from country to country. In Germany for example the STORM men’s range contributes greatly to the sales, whilst in Czech Republic STORM is much loved among women. Female styles account for 70% of STORM sales.