Danish watch and jewellery brand Obaku has secured new listings in travel retail.
The brand, whose products are available on the domestic market in over 70 countries, was a first-time exhibitor at this year’s TFWA Asia Pacific Exhibition.
According to Obaku, the inspiration behind its watches comes from the classic Danish design tradition and the Asian Zen philosophy which focuses on the essential things in life. Its logo is inspired by the Zen calligraphic circle of life, also known as the Enso, which in Japanese means ‘circle’. Oabku said it symbolises strength, elegance, and “is an expression of the moment”.
“It might seem difficult to blend traditions that originate thousands of kilometres apart, but thanks to our designers, Obaku has created designs where Nordic and Asian design idioms meet,” the brand said.
Obaku aims to offer affordable luxury, with a focus on details. Its watch collections include Slim, Solar, Award and Sensetime, with prices ranging from US$89 to US$229. A new Ultra Slim range features timepieces with a 4.9mm case and sapphire crystal. The Obaku Papir line presents a new integration of mesh and case to enable the slim line to continue through to the lugs and bracelet of the watch.
The watches have Japanese movements and are made of 316L Japanese steel. Gold and black models are titanium coated and straps are leather or steel mesh/link. Obaku said its gift boxes are designed to emphasise the Zen ‘less is more’ philosophy.
Obaku also offers a limited range of jewellery, which, like the watches, is the work of Danish designers Christian Mikkelsen and Lau Liengård Ruge.
Obaku Brand Director Henriette Grasa Arvin said the company feels “the time is right to expand into travel retail”.
“We are truly a global brand so our further development in this channel is a logical step,” she said.
Grasa Arvin noted the brand’s strong performance in Asia. Obaku has secured listings with Scoot, Tiger Air, China Airlines and EVA Air which feature watch and jewellery packs and the Ultra Slim collection. She said other airline and airport listings are under discussion.
At Christchurch International Airport, Obaku is collaborating with Lagardère Travel Retail and the brand’s products are available on selected ferry and cruise lines through partnerships with local distributors and agents.
Arvin said Obaku was working on city-specific lines to “meet the demand for local products in the duty free market”.
Looking to raise brand awareness, Obaku has launched a new online advertising campaign which focuses on Obaku’s philosophy and encourages people to “live in the moment”.
