Daniel Wellington is making its first brick-and-mortar play.
The online men’s and women’s watch retailer will open a New York City holiday pop-up this Saturday, which will run through Dec. 20.
The shop, which will be located at 355 Bowery, will feature watches from the men’s and women’s collections along with pieces from the new Dapper collection, a line of 38 mm watches with leather straps.
“New York City attracts people from all over the world, and it truly feels like an ideal place for a holiday pop-up shop,” said Filip Tysander, a Swedish entrepreneur who founded the brand in 2011. “We have successfully entered the U.S. market, and now is the right time to take the next step and further strengthen our presence.”
Daniel Wellington watches, which all feature interchangeable wristbands, retail from $199 to $299. Tysander, who said the company is expected to make $220 million in revenue this year, has grown the brand through social media — Daniel Wellington has 1.5 million followers on Instagram — and word of mouth.
The watches, which are made in China, are currently distributed in over 70 countries. In the U.S. the line is stocked at retailers including Bloomingdale’s, American Rag Cie and Fred Segal.