FEATURE
MILITARY WATCHES
So there is definitely an interest
for military style watches in the
retail market?
I would say military watches
are the inspiration behind many
collections and form large parts of
collections around the globe. The
connection between consumer
and genuine military timepieces
is long held and a very healthy
component of our business.
back it’s not going to dig in to you
- again adding to the functionality.
The watches fit all Elliot Brown
strapping with changes made very
easy thanks to solid strap bars
that can be removed using a tool
(supplied) that locks neatly into
the end of the bar.
It seems a lot of meticulous
attention to detail has gone into
the watch?
It was about going back to square
one and establishing what we
needed to do to make sure the
timepieces were absolutely fit for
purpose. But of course we didn’t
just want to produce a really ugly
looking tool, we wanted to create
something that the users would
enjoy wearing.
Could you tell me a bit more
about the broad arrow featured
on the dial?
The broad arrow is also known
16 JEWELLERY FOCUS
Super Grip Bezel Knurling
as the pussers arrow and has
been used for years to denote
government property.
Because the Holton is a piece of
issued kit use of the broad arrow is
entirely appropriate and it’s worth
making a clear distinction between
this watch and military inspired
watches from other brands - that
are generally a license arrangement.
The Holton is issued as a piece of
equipment as opposed to being a
private purchase. It is issued from
military stores to personnel as part
of their equipment.
What has the response been like
from the military?
In a word incredible. It has been so
well received.
Dial Pussers Arrow
‘‘
It was about
going back to
square one and
establishing what
we needed to do
to make sure the
timepieces were
absolutely fit for
purpose
‘‘
What was the main inspiration
behind the design of the watch?
The inspiration behind the
watch was the myriad of
military timepieces that have
gone before combined with our
clear, uncomplicated house style.
Its simple slab sides combined
with uncluttered, highly visible
markings provide the kind of
character and feel essential in a
watch of this stature. You can
produce the most functional watch
in the world but if it looks and
wears poorly, no-one will wear it.
Previous watches have all had
inherent weaknesses - such as
flimsy spring bars and straps, a
single sealed screw down crown
reliant on the user’s ability to
keep if fully screwed down, no
ability to easily change straps for
different tasks, relatively fragile
construction, poor performance
with gloved hands, little longevity
and no prior testing in water at a
level far beyond that of the typical
operator. Every single weakness
has been addressed and resolved
on the Holton.
What’s the plan for the future?
Our retail trade is expanding
really nicely, and we anticipate
that trend will continue as we
carefully nurture relationships
with
the
right
retailers.
Additionally, our plan is to
grow very steadily, rather than
creating a bubble that inevitably
bursts. We have no desire to
do that whatsoever, and would
rather select the right long-term
partners who want to tell our
story and sell technically capable
watches to a knowledgeable
audience who appreciate what
we do so well.
You mentioned some retailers
also stock the watch?
We sought permission to market
the watch as a retail model, first
deliveries hit our retail customers
doors towards the end of December
2018 and already it’s by far our
fastest selling collection ever.
What has the response been like
from general shoppers?
Phenomenal, we have almost sold
out - and we bought quite deeply
into it as well.
Had you anticipated that?
We’d like to say yes absolutely but
a fairer judgement would be that
but we had hoped for success but
you never know until it lands. The
reactions and a feedback have been
incredibly positive with strong sell
through across the board.
February 2019 | jewelleryfocus.co.uk