UK brands are piquing international interest and proving that a high-status timepiece need not be Swiss
Watch collectors and horological connoisseurs added a new trade fair to their calendars this year. It was not launched in Switzerland – centre of excellence for luxury timepieces and home to brands such as Patek Philippe and Rolex – nor with a party in Paris or Milan attended by fashion’s front row, but at a Royal Horticultural Society lecture hall in London.attracted international visitors from the US, Dubai and Norway last month, and tickets sold out six weeks in advance.
“This trend accelerated during Covid lockdowns when watch collectors spent more time online and discovered an entirely new, British dimension to watches.” Many watchmakers are reaching new markets, attracted to creative designs at more affordable prices. Mr Jones Watches was dreamed up by graphic designer Crispin Jones. The brand is probably best known for the “Accurate” model, with one hand bearing the word “Remember” and the other “you will die”. Its “Berry Late Again” model bears the words “Fuck it! Time is just a social construct” on the face, with two strawberries marking the hour and minutes. Both sell for £225.
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