'One to Watch' Elliot Brown gears up for busy Christmas
A new brand of 'super tough' watches created by two Poole businessmen is gearing up for the busy Christmas sales period.
Ian Elliot, the co-founder of Animal, and his business partner, Alex Brown, are the driving force behind Elliot Brown.
Their watches, which range from £325 and £600, have already won rave reviews after debuting at the newly founded London Watch Show in July.
The new venture also received the 'Ones to Watch' industry accolade at WatchPro's inaugural 'Hot 100.'
Now Elliot Brown is predicting a boost in sales with the three months up to Christmas traditionally the busiest period for people buying watches.
Ian, who created the unbreakable Velcro watchstrap used to launch Animal, said: "About 50 per cent of watch sales take place in the last quarter so it's always a very important trading period.
"It's early days but we're expecting excellent sales on the back of some very positive publicity for our new range."
Alex, who was formerly Animal's Head of Watches for 17 years, described the Elliot Brown range as highly desirable but very practical.
"The response has been excellent and we're very confident for the future," he added.
The Elliot Brown range is designed for extreme use in outdoor and active pursuits and can withstand snow, sand, saltwater and shock.
Each watch is scrutinised and subjected to two 200m water tests to ensure they are truly waterproof.
The designers developed anti-shock protection inside the case to dampen the effect of harsh shocks. All the major components are made from marine grade stainless steel.
Chartered accountants and business advisers Princecroft Willis (PcW) played a key role in the formation of Elliot Brown.
Led by Partner Martin Aldridge, the PcW team assisted Elliot Brown with its business plan, funding and advised on the setting up of an Enterprise Management Incentive (EMI) Scheme.
Ian said: "I've known Martin for many years and can't speak highly enough of the service we receive from Princecroft Willis. We couldn't be in better hands."
Picture caption: Ones to Watch:
Ian Elliot (centre) and Alex Brown (left) display three watches from the Elliot Brown range with Princecroft Willis Partner Martin Aldridge.