Kendall Jenner fronts the new Daniel Wellington campaign.


HONG KONG — Watch brand Daniel Wellington is set on making waves.

The social media-savvy label has enlisted Kendall Jenner as its new face and announced an aggressive store expansion in Hong Kong.

The brand has also tapped sibling models Lucky Blue Smith and Pyper America Smith, and the Japanese personality Rola to appear in its ads.

Hong Kong celebrities Fiona Sit and Pakho Chau wearing Daniel Wellington.  Courtesy

This year, Daniel Wellington plans to launch 10 stores in Hong Kong alone. It currently has a single store in Tsim Sha Tsui’s LCX mall. Earlier this week Daniel Wellington held an event with Cantopop stars Fiona Sit and Pakho Chau for its new “Classic Petite” collection, which features four new watches in rose gold and silver.

The young brand, known for its interchangeable wristbands, has 34 stores worldwide. Its first brick-and-mortar store opened in New York last fall, and the company said it plans to grow its store network to 200-300 by the end of 2018.

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