UK watch brand Shoreditch has set its sights on expansion in travel retail after securing its first listing with Virgin Atlantic.

According to the brand’s Development Consultant Paul Martin, Shoreditch was developed to celebrate its London namesake, an area known for design-led stores, bars, restaurants and boutique hotels.

Watch this space: Shoreditch is targeting expansion in travel retail.

Martin said the brand’s vision is to develop timepieces that reflect the area’s vitality. It aims to offer affordable watches with features similar to those offered by more expensive brands.

Making its debut: Redchurch is listed with Virgin Atlantic from this month.

The partnership with Virgin Airways started this month with a Redchurch model listed at £149 (US$167). The watch features a Japanese Miyota quartz movement, Union Jack detailing on the crown and an engraved map of the “Shoreditch Triangle” on the case back.

“I think everyone will appreciate that Virgin Atlantic’s positioning and ethos are a natural fit for this new brand,” Martin said.

The full Shoreditch range is featured here.

Showing off its brand DNA: A map of the ‘Shoreditch Triangle’ features on the back of the Redchurch watch.

“Shoreditch is looking towards ground store and cruise market sales as well,” Martin added.

“We are developing ways to promote the brand in a compact manner that will provide the best return for operators. With the merchandising and buying talent that operators have in their ranks we hope to be able to find exciting partnerships in the near future.”

A recent GQ magazine article said the Shoreditch brand represented “a cool Britannia credibility that is fresh, current and totally on-trend”.