Attire_Magazine_march_april_2016

needed to improve on our original offering
and developed new stainless steel watches
and further collections by the autumn. So,
the product had become equal, if not better
than our competitors. We also introduced
larger cases at 33mm, but kept the watches
feminine by using thin straps and slim
shoulders. These where an instant hit when
we showcased them at IJL.
What sets you apart from your
competitors within?
Design, quality and the complete package
is what sets us apart. We pride ourselves
on O.W.L being a designer brand at an
affordable price point. Our watches are
somewhat lavish in detail, yet retain a
contemporary look that is distinctive to
O.W.L, with every aspect from the straps
to the packaging and POS being designed
by us. With this label, we offer something
you won’t find on the main high street.
How important is the location and history
of the company to its success?
Annette was raised in the town of
Richmond in North Yorkshire and moved
all over the country whilst training in
graphic design, eventually settling in Sutton
Coldfield near Birmingham. Our offices
are very unusual as we’re based inside a
working masonic hall with key features like
Gothic arches, double-height ceilings and
enormous doorways.
Not only does this inspire us every day,
but also works well as our geographical
base, as being centrally located allows easy
access to the rest of the country.
How has the product offering changed
over the years and how would you describe
your current collection?
The biggest change was to move the
collections from alloy to stainless steel,
which is something we completed over 12
months; enabling us to move the collection
higher than we initially launched. The
80 ATTIRE
brand signature has remained but our
offering has evolved into outstanding
quality watches that now retail from £75
to £145.
We also launched a gents’ capsule
collection for Father’s Day in 2015,
comprising just 10 lines following requests
from our customers. These really worked
well and we’re now designing our second
men’s collection, launching later this year.
How often do you launch new lines?
We’ve always brought in new styles for
spring/summer and autumn/winter. It’s so
important to keep the range looking fresh
and we design the watches to fit with each
season’s trends. We also launch limited
editions throughout the year to highlight
new designs, or to test something we think
will do well. We’re always looking to do
or try things that haven’t been done to
separate us from the rest of the industry
and give the end-consumer an alternative to
what else is available in the watch market.
What are the current best-selling designs?
Tell me about your recent campaigns.
The current range consists of 17 collections,
and although we see sales across all of them,
the real stand-out collections has been
the Richmond, Canterbury and Gosford.
Interestingly these are all quite different,
which just goes to show the breadth of
our design signature, and how we cater for
different looks and demographics within
the whole brand’s offering.
We also recently launched two new styles
in autumn: the Lincoln and the Stratford,
both of which feature rounded square and
rectangular cases. These are still very new,
but initial uptake has been good, so we
expec after a full year on the market these
will also equally do well.
However, the big news for us has been
our spring launch of the Bath and Carnaby
collections. These will be available in March
this year, and really showcase our design
heritage. We’ve been especially pleased with
the initial sell-through of both these styles
and the social media and press response.
Which trade shows do you attend and
which one works best for you?
Moving now into our third full year in
a market that we’re still learning about,
albeit quickly, we always try to show at the
beginning and end of the year, and have
found both Spring Fair and IJL to be very
good shows in the past. We also attend
the Company of Master Jewellers buying