players acquiring great independents to expand their network .
These players tend to focus on brands from larger houses and have less interest in smaller independent brands like us . In turn the number of quality independent jewelers and watch retailers which we feel are the best physical platform for our products have been significantly reduced .
What is your plan to balance the direct-to-consumer sales with the traditional brick and mortar sales channels ?
For Delma , direct-to-consumer and brick and mortar channels are complementary . Both are needed and both channels rely upon each other to do well . We have a well-running DTC sales channel and continue to expand our presence in targeted brick and mortar locations in Europe , North America and beyond .
What is the Delma Design process ? Would you consider your designs to be proactive or reactive with regard to current trends ?
The development of a new model starts with an idea or a new concept , which is then sketched out before we move on to technical drawings , 3D modeling and prototyping . While we have a clear strategy and direction for the brand and the products we are developing , we do consider consumer demands and trends in the design process , particularly with finishes and color choices . Most important however is that we remain true to our identity , more so now than ever before .
I personally recall Delma ’ s attempt to enter the American market in the early 1990s . I even have one of your two-tone quartz watches ( my very first Swiss watch ) still in my collection . How has Delma changed as a company since then with regard to style , ethos and leadership ?
In the late 1980s and early 1990s Delma deviated a bit from its core and produced a number of dress watches in gold , platinum , and other elaborate finishes . While they were well received at the time , we have regained focus on our foundation with invigorated commitment to sports and divers ’ watches reflected in our new releases and promotional materials .
It ’ s hard for me to accurately judge the leadership and ethos of the early 1990s given my age , but I would argue that today , given the available tools at hand , we are much more directly involved in each market , and we are more brand focused .
In the past , distributors were met potentially twice a year , once in Basel and once during a personal visit . Now , there is a constant exchange between the people in the market and our team in Switzerland . This allows us to be much closer to all extensions of the brand including retail partners , media outlets and clients .
Will Delma embrace the growing move towards environmental stewardship , conservation , or any other philanthropic causes ?
With a strong focus on divers and sports watches , we have sincere interest in preserving the oceans and the wildlife that depends on them . Hence , Delma supports a variety of organizations and programs centered around ocean conservation .
Most recently , Delma , together with ocean conservationist and Delma ambassador Magnus Lundborg supported the Megalodon Project . A research endeavor to understand and protect Blue Sharks among other endangered animals that live in the waters surrounding the Azores archipelago .
In 2020 , we also released a limited-edition timepiece in celebration of the 200 years since the discovery of Antarctica , which supported the Antarctic and Southern Ocean coalition in its mission to protect this great wilderness and the fascinating wildlife that relies on it . We intend to continue our philanthropic efforts and serve as stewards of global preservation .
Currently Delma has no fewer than fifteen different lines in the collection . That ’ s a lot for any brand and I wonder if there are any thoughts to consolidate and distill the collections to develop a tighter image of what a Delma watch represents ?
Several years ago , the company took the decision to focus more strongly on its core , the diver , and sports watches . This has proven to be a successful path , but we are not yet where we want to be . As such you can expect that there will be new products coming in that segment with a certain clean up in other areas .
Are all collections available in North America ?
Yes ! We provide all our new retail partners with a recommendation for their collection selected from our complete collection based on bespoke factors and will do the same in North America as we continue to grow there .
We understand the retailer knows his clients best and are proud to be able to offer this flexibility and customizability to suit their unique demands , something that sets us as an independent , familyowned company apart from other brands and companies .
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