We are pleased to welcome Bezel Watches, which represents Roberto Cavalli by Franck Muller and Just Cavalli, to International Jewellery London 2017. Here, Fabien Callens, Marketing Director at Bezel Watches/KGA, shares some inside knowledge on both brands and why they are causing a buzz among independent and multiple retailers…
Q. For anyone who is not familiar with Bezel Watches, what can you tell us about the company and the brands you look after?
Bezel Watches is a new name in watch distribution, born from 30 years of experience in luxury fragrance distribution under the distinguished company Kenneth Green Associates. We currently represent two brands. The first is Swiss-made Roberto Cavalli by Franck Muller, where distribution will be limited across the UK to an exclusive number of retailers. With retailers looking to pursue all important incremental but luxurious sales, this high-end designer label and iconic watchmaker combination creates a Swiss-made brand like no other.
Just Cavalli is another of Roberto Cavalli’s fashion successes – aimed at a contemporary audience and younger generation than his couture work. The watches align with the label and are priced up to £250 with an excellent variety of with commercial appeal and striking bold designs.
Our portfolio will be expanding (KGA manages a mere 29 fragrance brands!) and we will be diversifying in the near future with watches from branded fashion to boutique luxury. Watch this space.
Q. What makes Just Cavalli watches so special and why do you think they will make an impact in the current market?
Just Cavalli watches are entirely true to their fashion label with detailed design features in every single piece. The combination of design, quality and value for money is like no other watch brand we see in the UK market currently and with at least two collections per year, inspiration is taken straight from the catwalks and brought to our retailers.
The striking attention to detail and reasonable price point is commented upon every time a retailer is presented with the collection – making it a sensible choice to bring into store before all-important Q4 sales commence.
Q. What can you tell us about Roberto Cavalli by Franck Muller? Many will see this as an interesting tie up between luxury watchmaker and high fashion brand.
You’re absolutely right! These stunning timepieces are designed by Roberto Cavalli – the detail is astonishing and again, they remain entirely true to the fashion house. The designs are translated into working products by the skilled hands of those at Franck Muller’s ‘Watchland’ in Geneva, where only the best quality is permitted. No other watch brand has been able to attract iconic watchmakers and the combination of fashion and luxe watches is very exciting for our customers.
Q. Have any pieces proved popular with buyers or the media so far?
With Roberto Cavalli by Franck Muller, we can honestly report that the entire collection is attractive to buyers. The designs are such that they are not diluted by very similar versions of each other – customers simply choose their favourite of eight distinct styles and then it’s just down to colour! Again, newness will be introduced regularly to keep consumers and media interacting with the brand every season.
Q. How successful have both brands been since launch and are there any great stockists/online e-tailers you have signed up so far?
Our exclusive launch at Fenwick of Bond Street has been impressive, with huge marketing support including a full page advert in ES magazine in July. The store offers both brands in a stunning environment further enhanced by our merchandising team to impress as soon as you enter the department.
Bentalls in Kingston-upon-Thames now feature a wide selection from Just Cavalli and really stands out from other brands – staff are very excited to be working with these watches and are impressed by the quality vs. price. Further retailer discussions continue with many independents, specialist watch boutiques and selected national stores – product placement is important to us, as it is to our retailers, to ensure an even balance of access and exclusive appeal.
Q. What encouraged Bezel Watches to take part in IJL 2017 and what are you looking forward to about the show?
With our Sales Manager, Laura Ager, coming from years in the jewellery industry – we realise this opportunity provides a great platform to reach out to many retailers and key buyers within the industry.
Our priority remains to create strong long term partnerships with retailers, where our expertise and support in retail sell-through management can maximise sales for those we work with. We truly believe in working closely with every retail partner, creating bespoke opportunities and tailored solutions to get the very best results.
Discover Bezel Watches and its emerging branded watch collections at IJL 2017 on Stand N10.