UK watch brand Accurist, part of Time Products Ltd, has revitalised its brand positioning with a collection inspired by its vintage pieces.
The company has drawn on its archive for a vintage watch to celebrate its 75th anniversary in 2021. The team has “rediscovered the brand’s original ethos of high-quality watches at affordable prices that punch above their weight and found an abundance of distinctive vintage timepieces”, according to Accurist.
Instead of launching one watch, Accurist developed seven collections which will replace current ranges. Comprising 76 timepieces, each collection is inspired by a distinctive vintage watch, resulting in an array of styles for men and women which cater to different consumers. All are available to travel retailers.
Gary Taylor, Duty Free and International Director, said: "Accurist has targeted travel retail for many years and has a stronghold in the UK and Europe; our customers have included Jet2, DFDS, Aer Rianta and Lagardère.
“We're confident that the revitalisation of the brand will strengthen the position we already hold and help us to grow our business further afield into new markets. Accurist is a unique offering, blending a heritage British brand with over 75 years of watchmaking history with modern materials and designs. By focusing on high-quality specifications such as sapphire crystal glass, solid stainless steel and diamond dot dials, Accurist really punches above its weight.
“With this new collection, we hope to attract a different type of retailer and a new customer, opening new opportunities globally. The introduction also allows Time Products to add another dimension to its portfolio of brand offerings.”
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| Accurist Aviation Collection with luminous hands and markers |
As well as the new watch collections, Accurist introduces the tagline ‘It’s about time’, which is true to its heritage of being linked to great moments in time such as sponsoring the speaking clock until 2008 and the countdown to the millennium.
The revitalisation includes a return to a vintage Accurist logo, refreshed brand colours for a modern twist, updated display stands and online website to boost visibility, and new packaging with what the brand calls a “spectacular” watch roll for every watch.
The collections combine craftsmanship techniques typically reserved for Swiss timepieces together with materials attributed to premium-priced brands, such as solid stainless steel, semi-precious stones, sapphire crystal glass and genuine leather, and are available at an accessible price point.
The range consists of seven collections: Origin, Rectangle, Everyday, Jewellery, Aviation, Dive and Classic. They come with a five-year guarantee, have interchangeable, quick-release straps to allow personalisation, and have dedicated space on the case back for engraving.
A UK marketing campaign runs from October to December 2022 centred on 'It's about time’. Digital and social media marketing seek to raise awareness of the brand before consumers travel. Extensive outdoor and press advertising help to reach consumers at all pre-journey touchpoints.
The new watches are on display at the TFWA World Exhibition in Cannes (Green Village K50).
About Accurist
Founded in Clerkenwell, London, in 1946, Accurist’s founding ethos was to produce high-quality, trend-focused and competitively-priced watches designed and developed in the UK. The brand became synonymous with precise, reliable craftsmanship. Accurist sponsored the Speaking Clock until 2008 and the countdown to the millennium.
