The Extreme
Group, founders of the Extreme Sports Channel, have this
week joined forces with Chrono, one of the UK’s leading
watch distributors. The deal will see Chrono take the UK
distribution for Extreme’s new brand, EX Time and their
complete watch range!
The EX Time watch range is a slick new range of timepieces
bursting with style and distinction. It is set against the
backdrop of the sports world but has moved towards a
lifestyle brand that excites and inspires. Extreme delivers
a range which not only appeals to the sports market but
bridges the void for those who aspire to the lifestyle but
don’t necessarily participate in the sports. EX Time’s
desirability is driven by style, design, innovation and
branding which underpins the whole collection. With Chrono
onboard, Extreme can spread their wings and permeate the
market place in all the right places.
Chrono has built a respectable reputation in the industry
for working with trade outlets to achieve their goals
together. They are about providing excellent customer
service, helping with all aspects of the sale and using
their full resources in an invaluable way.
After the initial launch of the brand in November, the press
coverage was fantastic with emphasis placed on the ‘Clip n
Rip’ styles. The watches were featured in Stuff, T3, BBC 1’s
Basil Brush Show, and The National Student Mag amongst
others. Their innovative design and functionality have seen
these watches flying off the virtual shelves at
ExtremePie.com, UK’s leading online sports style retailer.
This has inspired EX Time’s team to flex their creative
muscles and as a result is introducing brand new,
technologically advanced styles to the collection this year.
Al Gosling, CEO of the Extreme Group: ‘We are really pleased
about the new deal with Chrono as they completely understand
our vision. They have invaluable experience with youth and
sports brands and a great understanding of the market. The
expert service which Chrono can offer will boost EX Time to
the next level following a very successful launch earlier
this year.’
Nilesh Patel, MD from Chrono continues ‘Extreme are a
rapidly developing brand which is well positioned for
tremendous market penetration in to the UK and Irish
retailers. With our well established presence in the
jewellery marketplace and the high awareness of Extreme
already present in sports and outdoor retailers, we are
expecting the product range to be very well received,
creating exciting opportunities for retailers that seek a
dynamic brand that is associated with modern lifestyles. The
designs are stylish and slick which differentiate the brand
from all the other sports brands. The aspirations are well
defined and we are excited about the collections that are
scheduled for this year. We believe that the timing is
perfect for Extreme.’
The official launch of EX Time will be at Basel Watch Fair
in Switzerland from April 3rd – 10th 2008. The team will be
out in force to give everyone a real taste of the up and
coming EX Time phenomenon. Check it out at Hall 5.0 Stand
B41.
For more information about Extreme please contact:
Gemma Parkinson:
gemma@extremeinternational.com
/ 0044 207 244 1000 (ext 202)
For more information about Chrono please contact:
Nilesh Patel:
Nilesh.Patel@Chrono-Online.com
/ 00 44 844 815 4840
ABOUT EXTREME
Extreme Group was started in 1995 by Al Gosling, and is a
collection of businesses with a shared brand and shared
values. Extreme delivers a range of branded lifestyle
products and services including, EX Element (extreme sports
courses and experiences), Extreme Hotels, EX Freshies
(cafes), Extreme Entertainment (TV), EX Stores,
Extremepie.com, EX Rawstate Clothing, EX Rawstate Footwear,
EX Equipment, Extreme Mobile (an MVNO mobile phone network),
EX Mobile Accessories, Extreme Drinks, EX Parks (sports
based theme parks), Extreme Cred, EX Cover, EX Decko, EX
Publishing, EX Mayhem (paintball) and Extreme Medics.
Extreme employs 247 people and operates in more than 70
countries around the world. The Extreme Sports Channel gives
the Extreme brand continuous 24/7 exposure and reaches over
40 million homes in 60 countries around the world. For more
information please see the ‘About Us’ section on http://www.extremeinternational.com
ABOUT CHRONO
Chrono is one of the leading distributors in the UK, working
on an exclusive basis for several international brands. Our
partnership approach to developing long lasting brands via
independent jewellery outlets means that we are able to
ensure year-on-year growth, and a steady development path.
We believe that sales are built with time and effort, and
not flooding the market with quick wins, and long term
losses. For more information please visit http://www.chrono-online.com
Source : Mintel ; Jewellery and Watches Retailing - UK -
July 2007
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