Henrik Møller has joined REC Watches as its exclusive agent for the UK and Northern Ireland.
Mr Møller is best-know to the British watch industry for his time as managing director at Danish watch business Bering, which he successfully launched into the UK in 2011.
He has kept his contact alive with the retail jeweller industry during spells at Trollbeads and Sokolov Jewellery.
Mr Møller takes over distribution of REC Watches from its previous agent Ebauche at a time when the brand says it has ambitious sales and marketing plan.
“We will be supporting and investing heavily in all the consumer touch points, product development, and drive traffic to our Official Retailers,” the company says.
Activity kicks off this autumn with a roadshow to Newcastle, Brighton, Birmingham and London.
The unique selling point for REC Watches is that they are made using parts of classic cars and planes; a concept the company calls recover, recycle, reclaim — or REC for short.
This year, for example, REC has collections made from Mini Coopers, Ford Mustangs and Porsche 911s.