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Articles from WATCHES (795 Articles)











Nordgreen watches, distributed locally by West End Collection, have proved popular, reaching DKK101 million ($AU22.2 million) in sales last year.
Nordgreen watches, distributed locally by West End Collection, have proved popular, reaching DKK101 million ($AU22.2 million) in sales last year.

New Scandinavian watch brand launched in Australia

West End Collection has begun distributing Nordgreen watches – designed in Copenhagen, Denmark – to the local market.

Founded in 2017, Nordgreen is described as combining minimalist Nordic design with a commitment to environmental and social responsibility.

Its timepieces are conceptualised by award-winning designer and engineer Jakob Wagner, who is renowned for his work at luxury electronics manufacturer Bang & Olufsen.

In addition to sustainable production and recyclable packaging, the brand also operates a ‘buy-and-donate’ model through its 'Give Back Program' – for each watch purchased, Nordgreen organises a donation to one of three charity projects, including child education in India, rainforest preservation in South America, or providing clean water in the Central African Republic.

John Rose, West End Collection
John Rose, West End Collection
"Nordgreen is the next big watch brand to come out of Scandinavia. It has a very powerful and experienced team behind it"
John Rose, West End Collection

John Rose, director West End Collection, said, “Nordgreen is the next big watch brand to come out of Scandinavia. It has a very powerful and experienced team behind it; the advisory board includes the former CEO of Pandora, Mikkel Olesen, as well as Juha Christensen, the chairman of Bang & Olufsen.

“Its chief commercial officer is the man responsible for the incredible growth of Skagen, prior to it being purchased by Fossil, Lars Kornbech,” Rose added.

Rose called Nordgreen’s sales growth “far greater than any other brand that we have seen”; according to a brand presentation, its revenues increased from DKK31 million ($AU6.8 million) in 2019 to DKK101 million ($AU22.2 million) in 2020 – its third calendar year of operation – despite the COVID-19 pandemic.

At retail, Nordgreen pieces are priced between $239–429 across five lines for men and women – Pioneer, Native, Philosopher, Infinity, and Unika. Case sizes range from 28mm to 42mm.

The brand is currently stocked by retailers across Europe and Asia, including Denmark, the UK, Germany, Japan and China.

Rose emphasised the brand’s “genuine support” for retailers, noting that each new stockist would receive a 30-day "Geotargeting campaign" to boost in-store sales through digital marketing. 

"The team at Nordgreen are on the front foot when it comes to online marketing, with many of their senior management having years of experience in global e-commerce," Rose explained.

"They have developed a Geotargeting campaign which is designed to encourage consumers to physically go into the local Nordgreen stockist by retargeting people in the area who have shown interest online in Nordgreen or similar products, with an article about the retailers and the new Nordgreen range that is now in-store."

New Nordgreen stockists also recevieve a free second watch strap with every watch as part of the Opening Package.

 

SELECTION OF NORDGREEN WATCHES

 

More reading:
Fashion Watches: Behind Their Rise in Popularity
Popular Spanish jewellery brand to enter Australian market with new distributor
Supplier introduces Swiss watch brand to Australia
 











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