British watch brand Accurist has unveiled a revitalised brand positioning and collection of new watches ahead of the TFWA World Exhibition & Conference in Cannes (2-6 October).

Part of the Time Products Ltd group of companies, the new collection can be viewed at the company’s stand in the Green Village, K50.

The new launches have been born from a research project which has brought the brand’s rich heritage to life.

While exploring its archives for a vintage watch to re-issue to mark its 75th anniversary in 2021, the Accurist team discovered a number of distinctive vintage timepieces.

From this, Accurist has developed seven new collections which will replace its current watch ranges.

Comprising 76 individual watches, each collection is inspired by a distinctive vintage watch resulting in an array of styles for men and women, which cater to different target consumers.

All will be available to travel retail.

“Accurist has targeted travel retail for many years and has a stronghold in the UK and Europe; our customers have included Jet2, DFDS, Aer Rianta and Lagardère,” said Gary Taylor, Duty Free and International Director.

“We’re confident that the revitalisation of the brand will strengthen the position we already hold and help us to grow our business further afield into new markets.

“Accurist is a unique offering, blending a heritage British brand with over 75 years of watchmaking history with modern materials and designs.

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

“With this new collection, we hope to attract a different type of retailer and a new customer opening new opportunities globally. The introduction also allows Time Products to add another dimension to its portfolio of brand offerings.”

Accurist is also bringing a fresh new approach, titled ‘It’s about time’, to the fore which champions milestone moments in the company’s history, such as sponsoring the speaking clock (until 2008) and the countdown to the millennium.

The revitalisation includes a return to a vintage Accurist logo, refreshed brand colours for a modern twist, updated display stands, a website to enhance visibility, and new packaging that features a watch roll with every watch.

Premium materials, such as solid stainless steel, semi-precious stones, sapphire crystal glass, and real leather are utilised – all at an accessible price point.

The revitalised range will consist of seven collections: Origin, Rectangle, Everyday, Jewellery, Aviation, Dive, and Classic.

Each piece also comes with a five-year guarantee; has interchangeable, quick-release straps to allow for personalisation; and features a dedicated space on the case back for engraving.

A national marketing campaign in the UK from October to December centred around ‘It’s about time’, will further raise awareness of the brand to consumers before they travel with digital and social media marketing alongside extensive outdoor and press advertising, helping to reach consumers at all pre-journey touchpoints.