New York: Ahead of the TFWA World Exhibition and Conference in Cannes, British watch company Accurist unveiled a refreshed brand positioning and new watch collection (October 2-6). The new collection is on display at the company's booth in Green Village, K50, which is a member of the Time Products Limited Group of businesses. The new product introduction is the result of a research project that brought the rich history of the brand to life.

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The Akurist team found several unique vintage timepieces while searching their collection for a vintage timepiece to be reissued to celebrate its 75th anniversary in 2021. Acurist has consequently created seven new collections that will replace its current watch lines.

Each collection, which includes 76 different watches, draws its design cues from a unique vintage timepiece, creating a variety of men's and women's looks that appeal to different target audiences.

All will be offered for retail travel.

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According to Duty Free and International Director Gary Taylor, "Accurist has targeted travel retail for many years and has strongholds in the UK and Europe; our customers include Jet2, DFDS, Aer Rianta, and Lagardère."

“We are confident that the revitalization of the brand will strengthen our current position and aid in the expansion of our company into new markets.” Acurist is a unique offering, combining modern materials and designs with a heritage British brand spanning over 75 years. Watchmaking is intertwined with history.

“The Acurist really punches above its weight by focusing on high quality specifications such as sapphire crystal glass, solid stainless steel and diamond dot dials.

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“With this new collection, we expect to attract a new kind of customer and retailer, creating new opportunities around the world. Additionally, the launch time will enable the products to broaden the scope of their brand offerings. Is.

Acurist is also introducing a new strategy called "It's About Time", which highlights key moments from the company's past, such as the countdown to the new millennium and sponsorship of the speaking clock (as of 2008).

The revamped Aquarist brand includes the return of an old Aquarist logo, updated display stands, a website to increase visibility, and new packaging that includes a watch roll with each watch.

At an affordable price point, premium materials are used, including solid stainless steel, semi-precious stones, sapphire crystal glass and genuine leather. Seven collections will make up the fresh line: Classic, Origin, Rectangle, Everyday, Jewellery, Aviation and Dive.

Each piece also comes with a five-year warranty, interchangeable, quick-release straps for customization, and a designated engraving area on the case back.

The "It's About Time" theme will be the focus of a nationwide marketing campaign in the UK from October to December. The campaign will use digital and social media marketing as well as extensive outdoor and press advertising to increase brand awareness among consumers prior to the trip.