British startup Bateren & Co Watches is launching its debut collection at IJL.
The unisex Pacemaker family of sports watches is described as refined, solid and versatile. They use Japanese automatic movements inside 300m water resistant steel cases.
The watches will retail for £300-350, a price point that Beteren & Co founder Marho Bateren believes is a bargain for watches housing Japanese-made automatic movements.
“Less that 10% of watches available online under £500 had an automatic movement; many of which utilise less reliable Chinese movements,” says Mr Bateren.
“Bateren & Co brings you Japanese automatic precision in a strong and elegant case for between £300 and £350 (depending on strap preference); a clear gap in the market,” he adds.