Luxury retailer Watches of Switzerland Group has appointed Carousel as its regional PR and influencer agency partner for its Northern England operations. The agreement encompasses the group’s portfolio of brands, including Watches of Switzerland, Mappin & Webb, and Goldsmiths.

Strategic PR Efforts Focused on Northern Expansion

As UK’s Prolific North reports, the collaboration is part of Watches of Switzerland Group’s broader strategy to expand its presence in Northern England, with a special focus on Manchester, where it already operates 13 luxury showrooms. 

According to Becky Hampson, Group Head of Marketing & Visual Merchandising at Watches of Switzerland, the company plans to open additional showrooms in the region to capitalize on the growing demand for luxury watches and jewelry.

“With 13 showrooms in Manchester and plans for more, the Northern region represents a key growth area for our business. Carousel is the ideal partner to enhance our local profile and connect with the community,” Hampson said in a statement.

Carousel to Boost Luxury Brand Awareness

Carousel will spearhead bespoke PR and influencer campaigns designed to enhance the group’s brand visibility and engagement in Northern England. The agency’s efforts will highlight the group’s luxury image, showcasing its premium products to targeted audiences.

With a portfolio of notable clients such as Selfridges, Spotlight Oral Care, and The Kimpton Clocktower Hotel, Carousel is well-equipped to craft campaigns that align with Watches of Switzerland Group’s luxury retail positioning.

Jen Higgins, Joint Managing Director at Carousel, stated, “We are thrilled to partner with Watches of Switzerland Group. Our campaigns will highlight their luxury heritage, driving awareness and customer engagement across the region.”

According to Traackr’s and Luxurynsight’s “Global Luxury Brands Analysis 2023” report, industry events and product collaborations with pop culture figures gained popularity as avenues to raise brand awareness in luxury watches and jewelry. Luxury jewelry brands embraced the market for lab-grown diamonds as a more affordable, sustainable option. Influencer marketing intelligence revealed that macro-influencers with 250,000 to 1 million followers accounted for an increasing share of voice across the luxury sectors in 2023.