120-year-old brand returns with elegant, functional collection.
Swiss watchmaker Roamer is making a much anticipated comeback in the UK, and is now available at jewellery retailer Azendi’s flagship store in Westfield, London.
The brand’s re-launch will be supported by an online campaign at www.keepingpacewithroamer.com, and will feature both gent’s and women’s watches "combining style and elegance with outstanding functionality."
Roamer was founded in 1888 by Frtiz Meyer when he joined forces with fellow watchmaker Johann Studeli to form Meyer & Studeli. By 1923 its production of watches had grown to one million units and in 1940 the company started producing watch dials as well as outer escapements.
In 1945 Meyer & Studeli opened in New York City and officially changed its name to Roamer. The company launched its first automatic movement in 1972, but returned to manufacturing mechanical watch parts in 2003.
Roamer remains one of the largest independent watchmaking companies in the world, selling its products to over 70 countries worldwide. The UK re-launch has been times after a successful year for Swiss watchmakers and retailers, with record growth in the sector. The new campaign is aiming to capture new Roamer consumers.
Gareth Somers, sales and marketing director for Roamer UK, said: "The Roamer wearer is truly a global citizen, ahead of trends and appreciative of good design and quality workmanship. They think for themselves and don’t just follow the pack. Our campaign will position the brand as an integral part of their lifestyle and allow us to re-engage with our customer."
Roamer has also announced that it will support Action Medical Research, the leading UK-wide medical research charity dedicated to helping babies and children. A percentage of the price of every watch sold will be donated directly to the charity.
Toby Tennant, fundraising manager at Action Medical Research said: "We are delighted to have Roamer on board as our charity partner and look forward to a long lasting relationship raising money for our work to help babies and children."