Danish watch brand to open store at London’s biggest shopping mall.
Skagen is set to open its first UK standalone store this week, in London’s Westfield shopping centre.
Professional Jeweller was given the news by Skagen’s mangaing director Réne Frandsen, having met at the Skagen stand during BaselWorld.
The store will be 100sqm, and has been designed to reflect the lifestyle of the typically Skagen wearer. Frandsen said: "We’re going to open the store on Friday April 1, and through it we want to show the lifestyle and story of Skagen."
Details will include sea and beach themes and the use of ‘Skagen blue’ throughout the store, reflective of where the brand was founded, where two seas meet close to Denmark.
"From our point of view we can show the brand’s full offer in Westfield. It’s going to be a great store. Very clean, contemporary, the whole look will fit with our brand."
To date, Skagen watches are sold through almost 400 UK retailers, including 45 Goldsmiths stores, 27 John Lewis branches and 250 independent retailers.
The brand launched several new collections at BaselWorld this year, including a range of high quality ceramic watches for men and women retailing at £199. The brand also unveiled a collection of stainless steel stacking rings, of which all UK retailers visiting the stand were said to have taken on. The rings will retail from £12 – £33, and give a new add-on offer to both jewellery and watch retailers.