Bering arrives in UK with watch offer

Danish watch brand set to take on Scandinavian competitors.

Danish watch brand Bering has arrived on UK shores having joined buying group the Company of Master Jewellers (CMJ), and showing for the very first time at the buyers meeting earlier this month.

The brand has a wide selection of timepieces, from slim-line minimal watches to ceramic styles and men’s chronographs, with retail prices from £86.

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Speaking about the brand’s move into the UK, Henrik Leth Miller, UK distribution director, said: “We have had some UK customers see our products on our website but we have had to ship them from our European warehouse in Germany.”

In a response to rising interest from Britain, Bering is now looking to move into retailers in the UK, and joined the CMJ as a way to build new retail contacts.

“Our kick-off in UK was the CMJ event and we are now in full process of following up on all the customers who have shown interest in the product,” Miller explains. “The retailers reaction to the brand has been overwhelming so we are off to a busy start.”

Bering is in full process of building a subsidiary in the UK which will be situated north London. It is currently looking at a number of locations but plans to open a Bering office in the next two years, employing eight to 12 members of staff.

“We expect to be able to keep the organisation in the UK down to that number because we will have excellent backup in the company’s around 70 people in Germany and Denmark,” explained Miller.




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