Skagen Watches Fly High In Singapore And Beyond

Danish
watch company Skagen is celebrating success in the Singapore
market after opening a new counter at Changi Airport
in May 2008 and becoming a best-selling brand onboard the national carrier
Singapore Airlines.
    The brand,
known for its clean and minimalist Danish design, continues its Asia Pacific
expansion following a listing onboard Qantas from September 2008 in a new
promotion, according to Sales & Marketing Director Asia Pacific Anita
Jensen.
    Speaking at
the TFWA Asia Pacific fair in May in Singapore, which coincided with the
opening of a Skagen counter at Changi Terminal 1, Jensen said she was keen to
see inflight innovations being introduced to encourage more passengers to
purchase, such as shopping buttons on inflight entertainment systems and
interactive ordering on-screen.
    The
company’s airline roster includes EVA Air, Cathay Pacific and China Airlines,
among many others. Jensen reported that the brand is a best-seller onboard
Singapore Airlines.
    Skagen,
which started out as a mid-market “affordable luxury” brand, recently
introduced a higher-priced range of watches with Swiss movements. This luxury
line has an average price point of €159 to €229.
    The overall
Skagen collection now runs from €99 to €349 and five styles are available:
Skagen Steel, Skagen Titanium, Skagen Leather, Skagen Sport and Skagen Swiss.
    The watches
feature signature details such as ultra-slim cases, brushed stainless steel
dials made from the same material as surgical tools, sun-ray dials that catch
the light, and mother-of-pearl dials for women.
The brand
wants to be positioned as a design brand for mature people who appreciate
design details and not a fashion watch, according to Jensen.

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