Aviation-themed UK watchmaker Bremont expects its business to grow 25% in the Middle East, according to co-founder Giles English.
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“We’ll probably grow 25% this year in the Middle East on the back of focusing more on local events and consumers. The Middle East market is 10% of our business at the moment but it should grow. You also have to invest in the market and in events. It’s definitely a market I would love to see grow more,” he said.
It recently launched its new Supersonic watch line, inspired by the iconic Concorde Supersonic aircraft, but English added that the firm is likely to launch a UAE-inspired line soon.
“I can see us launching something UAE-inspired. I think to not have product which is localised is slightly disrespectful to a market and I think you should do. It’s picking the right timing, you want to make sure you have the distribution to make the most of the limited editions. But the timing is right soon,” he said.
English said the Supersonic line would work particularly well in the region due to consumers’ love of military watches, as well as the locals’ remembrance of the Concord Supersonic Aircraft flying to and over the Middle East.
“The Concorde flew to the Middle East (Bahrain) as well. We do a lot of military stuff over here. [Consumers here] remember it as kids, when it was flying over and its noise – even if you didn’t fly on it yourself. So I think it’s quite a special object,” he said, adding that watch collectors are automatically interested in the watch due to it being the brand’s first manual wind movement which features and 8-day power reserve.
The Supersonic, as well as a series of limited edition Bremont watches, are showcased at The Esquire Townhouse for the duration of the three day event, which sees prominent brands hold launches, talks, workshops and showcases of their latest creations and offerings.
This year, it takes place in a $16.3 million villa in the XXII CARAT luxury development on the Palm Jumeirah,
where each room features players including Sartor tailors, grooming firm Barberia Italiana, fashion brand Hackett, Italian shoe brand Moreschi and legendary automotive name Alfa Romeo to name a few.
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