Presentation Book 2010-2011
Table of Contents
— Introduction
page 1— Timeline page 2— Meet the Owners page 3— Creative Process page 4— Design Philosophy and Inspiration page 5— Product Portfolio
—
Watches, Jewelry, Sunglasses, Clocks
page 10— International Footprint page 11— Brand Communication page 14— Skagen Denmark Stores
Introduction
Skagen Designs In 1989, Henrik and Charlotte Jorst came to the United States from their native Denmark to follow a dream: that of owning and running their own business, to introduce the Danish lifestyle and philosophy into the lives of many. Skagen Designs was founded by these two natives of Copenhagen on the principle that beautifully designed high-quality objects can be created at reasonable prices. Today, Skagen Designs is an international company with corporate headquarters in Reno, Nevada, USA, with regional offices in Albertslund, Denmark and Hong Kong, China. The company operates flagship stores in Skagen and Copenhagen, Denmark, and concept stores in Tokyo, Osaka and Nagoya, Japan, and Taipei, Taiwan, and is positioned to open more flagship and concept stores across the globe in the near future. The company offers contemporary, Danish design accessories from timepieces, to jewelry, sunglasses and clocks.
Vision Statement By 2015, Skagen Designs will be the first choice among suppliers, customers, consumers and employees as the most innovative and profitable design consumer goods company within our chosen strategic segments, products and markets.
Mission Statement Skagen Designs strives to create a global community of enthusiasts with our commitment to designing an impressive and unique yet attainable product while offering outstanding service to our customers and consumers.
Timeline
1989 Charlotte Jorst moves to New York from her native Denmark to join Henrik Jorst who was
working for Carlsberg Beer; After a Danish colleague sends them a few sample watches to
sell, the Jorsts embark on their dream of starting their own business. They marry in May.
1991 The Jorsts bring a few sample corporate watches to the New York Premium and Incentive
Show. Retailers respond with enthusiasm and even encourage the Jorsts to design the watches
without a corporate logo, to sell the watches in stores. This Summer, 200 pieces of each of
these suggested styles were placed into production for the Skagen Denmark collection, and
by Fall they were all sold out.
1993 After running the business out of their home in Long Island, the Jorsts decide to relocate
themselves and the business to beautiful Lake Tahoe, Nevada.
1995 Bloomingdales becomes the first major department store to pick up the Skagen Denmark line,
and shortly thereafter, other top department stores followed suit with much success.
1997 European distribution of Skagen Denmark begins. 1999 Skagen Designs is named to the Inc. 500 as one of the fastest growing small businesses in
the United States.
2000 Skagen Designs wins the prestigious Blue Chip Enterprise Award given by the U.S.
Chamber of Commerce and Mass Mutual Financial Group to companies that have overcome
significant obstacles to succeed in business.
2003 Continued success and growth of Skagen Designs requires US headquarter relocation to a
40% larger facility in Reno, Nevada, where the company resides presently.
2005 Skagen Designs opens New York City Showroom on 5th Avenue. The Danish designed,
2,700 sq ft showroom is a reflection of the artistic and picturesque resort town of
Skagen, Denmark.
2007 Skagen Designs launches the world’s first–ever Skagen Denmark Flagship Store in Skagen,
Denmark, as well as a concept store in Tokyo, Japan. A Skagen Denmark Swiss Movement
Collection is launched as well as a stainless steel, contemporary and organic line of jewelry.
2008 The Skagen Denmark Sport line is expanded and launched at the BaselWorld Watch and
Jewelry Show in Switzerland. A new Skagen Denmark flagship store opens in Copenhagen,
Denmark and two concept stores open in Osaka, Japan and Taipei, Taiwan.
2009 Skagen Designs celebrates its 20th Anniversary! Skagen Denmark concept store opens in
Nagoya, Japan and more stores are planned to open this year.
2010 Several Skagen Denmark outlet stores are planned to open in the United States along with
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new E-Commerce stores scheduled to open throughout the world. New flagship store planned
to open in Hong Kong.
Meet the Owners Henrik Jorst “While overseeing the design of all of our Skagen products, I find inspiration from many different arenas, continually pushing the brand to the next level, keeping our image current and yet maintaining our true identity.” A highly competitive tennis player, Henrik now acts as a member of The International Tennis Club of Denmark and continues to represent Denmark in international matches. Off the court and on the greens, Henrik also pursues his passion for golf. In addition, Henrik is an avid collector of classic cars. With 21 cars currently in his collection, including rare Jaguars, a Porsche, a Ferrari “Dino” and two Cadillacs, Henrik’s fascination with mechanics, from timepieces to cars, is apparent. Henrik’s ability to excel when faced with challenge, whether in his professional or personal life, is grounded in his distinctly Danish philosophy: “Keep it simple. Seek out what you love and doggedly pursue your passions.”
Charlotte Jorst As a wife and mother of two (teenage) daughters, Charlotte perfectly balances her family life with her success. And, as a champion equestrian, she manages to pursue and excel at one of her greatest passions. Today, we so often hear of women “doing it all” and Charlotte Jorst is indeed one of these women. “I don’t believe in big breaks,” Charlotte explains. “I get up everyday and try to do my best. It is hard work, yes, but it’s what makes 99.9% of people successful and, at the end of the day, is ultimately the most rewarding kind of success there is.” Charlotte’s Danish roots instilled her with a love of nature that seamlessly links all aspects of her life together. Outside of the office, Charlotte embraces her love of everything outdoors, including regular competition at the highest levels (short of the Olympic team) of horse dressage, in addition to owning and running Skagen Stables, a small horse farm located in Reno. Charlotte’s motto for living life perfectly sums up her ability to do so much: “There is no reason not to try everything that interests you. Be patient, start at the beginning, remain positive and solve problems as they come.”
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Lifestyle The core personality traits of our Lifestyle element are contemporary, stylish, simplistic and unique. Someone who wears our brands emphasizes these traits and communicates to others what our brands represent. Our brands enhance the lifestyle of the consumer, who wants timeless designs of high quality at an affordable price.
Internationalization and Globalization The Creative Design Process Owners Charlotte and Henrik Jorst have their hands on every design from every collection they launch from watches to jewelry to sunglasses to clocks. Teams of designers work together to bring beautifully designed objects to market.
Heritage The core personality traits of our Heritage element are family and Danish design. Skagen Designs was launched by a family and is still run by a family. The products developed by Skagen have always enveloped the Danish design element, and will continue to draw inspiration from the heritage of Denmark.
Skagen Designs is an international company. When consumers buy our brands, they join a community who values modern design.
Trendspotting In the market place, time never stands still and so our innovation never sits idle. Our design team is on the pulse of current fashions, with regular visits to design centers of the world including Denmark, Switzerland, Italy, New York and Hong Kong. We are never content to follow established trends. We stay true to our classic design philosophy and interpret trends accordingly. We observe, listen and innovate all to create lasting design pieces.
Inspiration and Influence Danish design is a concept inspired by the natural elements found throughout the landscape of Denmark. Such elements include the seas of Denmark, the sandy shores, the unique modern architecture of the cities, the lighthouses, the harvest of the Danish coastline such as shells and grass, and the pure and clear Danish skies. Danish design represents clean lines, sophisticated aesthetics, and innovative concepts. Whether drawing inspiration from Denmark or stepping outside its borders, the design elements will always portray a minimalist sensibility that is synonymous with the heritage of Denmark.
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The Result The production of such lasting design pieces often demands special processes and tooling. These are often a challenge to create; however, we are never satisfied with “close enough�. We continually push and fine-tune designs to stay true to our standards. We know what we want and are not satisfied until the design, material and workmanship are all just right. The result of such hard work and dedication speaks for itself in the jaw dropping enthusiasm and excitement created whenever anyone views our product line.
Design Philosophy and Inspiration The northern coastal town of Skagen, Denmark, continually serves as a muse in the development of each piece in our collections, offering motivational components that build our products. From the shimmer of the Skagen coast, to the smooth shift of the beach sand in the breeze, to the crisp blue skies in summer, all that lives in Skagen comes to life through our contemporary accessories. While our Black Label collection expands its borders and looks for beauty, abstract and unusual shapes everywhere it meets the eye, the design elements portray a minimalist sensibility that is synonymous with the Skagen Denmark brand. Logo
Logo
The logo is a modernized symbol representing the joining of the two seas, the Kattegat and the Skagerrak. The seas meet at the very northernmost tip of Denmark north of town of Skagen. A literal “x” can often be seen where the two bodies of water clash at the tip of the sand bar. Design Organic design and simplicity is a recognizable feature of our products and represent a staple of modern, minimalist design. Ultra slim - Our watches are well known for their slim design and manufacturing excellence. Organic - Our jewelry collections are representations of a modern lifestyle with their modern appeal and organic outlook. Simplicity - Skagen collections from timepieces to jewelry to sunglasses and now clocks all represent effortless, functional design. No frills, just stylish and attainable product integrity with just a hint of that “something extra” that our consumers come back for year after year. Texture - Multiple textures are represented throughout our collections. Textures in each piece can be inspired by the roaming sands of the Skagen shores to the swaying grasses on the beaches to the smooth stones awaiting the next crash of waves. All these design elements are the hallmark of our brand and collections. Color Universe Skagen Denmark® - White Label – Contemporary Classics It is easy to be inspired by the many colors represented throughout the days and year of Skagen. Especially in the summer, the crisp blue skies of morning widen perspective on beauty. In the afternoon on a clear day the skies turn pink and orange; on a stormy day hues of grey take over. Sand dunes offer tones of beige and the grasses and flowers abundant in the late spring sprinkle the landscape with color. Skagen Denmark® - Black Label – Timeless Luxury – Swiss Movement The color universe for the Black label collection is Black and White. The color palette has been carefully selected to depict the philosophy that governs these designs: sophistication, luxury feel and style, evoking a sense of potential and possibility.
Ultra Slim Design Organic Texture
Color
Black & White
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Product Po r t f o l i o : Wa t c h e s White Lab e l - C o n t e m p o r a r y C l a s s i c s Overview After twenty years in the accessories design world, many have said the Skagen Denmark Watch Collections have reached a pinnacle of contemporary culture all their own. Loyal Skagen Denmark consumers across the globe enjoy the watch collections that epitomize the elements of Danish design, with graceful style, slim and sleek lines, subtle, inspiring colors, and ageless pieces that last year after year. Designers at Skagen continue to work on the collections that reflect the Danish lifestyle and elements of modern design and all that has come to life in the Skagen Denmark products throughout the years.
Categories Skagen Steel Ultra-Slim. Contemporary. Design. The Skagen Denmark Steel Collection watches are ultra-slim and contemporary – symbolic of the Skagen brand essence, the elements of Danish Design. The Skagen Steel Collection feature signature mesh, stainless steel link or genuine leather bands with exciting form and functionality. Superb attention to detail lies within the cases and dials, from classic slim shaped cases to eye-catching dials. Each watch in this collection features nickel-safe, hypo allergenic stainless steel. Built for women and men, these classic pieces can be worn at various occasions, be it for business, everyday fashion or casual events. Skagen Titanium Lightweight. Stylish. Strong. The Skagen Denmark Titanium Collection presents lightweight, contemporary style with a hardy attitude, while case styling remains remarkably slim. These excellently-crafted designs come in mesh, link or leather bands with innovative case styles. The Titanium Collection represents the durability and reliability of the rocks on the Skagen seashore, and many colors from this collection reflect these elements. Built for men, these classic pieces can be worn with various occasions, be it for business, sports or casual events
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Product Po r t f o l i o : Wa t c h e s Bla ck Labe l - Ti m e l e s s L u x u r y, S w i s s M o v e m e n t Overview The evolution of design in the Skagen Denmark watch collections has come to its pinnacle with the Black Label Collection. This collection presents revolutionary, modern designs for the design connoisseurs: design without frontiers. While the inspiration expands its borders and looks for beauty, abstract and unusual shapes everywhere it meets the eye, the design elements portray a minimalist sensibility that is synonymous with the Skagen Denmark brand. The Black Label collection is the realization of decades of design and experience.
Categories Executive The Executive Collection is inspired by professional drive in the workplace. Each timepiece is prestigious, minimalistic and unique, ideal for creating polished style and tailored looks regardless of geography. Takes you from the board room to today’s mobile office! These designer pieces are made for men and women and come with leather bands or mesh bands (future applicability). Architect The Skagen designers have combined the architecture of Swiss Movement with expansive attention to detail which culminated into this impressive collection. The Architect Collection is structured around the essence of functionality and durability. Inspired by both rugged and industrial materials, these objects of desire are built to stand the test of time. Designed for men and women, these architectural pieces come with links, mesh and added functionality and are made for everyday use. Cocktail The Cocktail Collection provides timeless luxury for the new decade and beyond. Each of these timepieces has a synthesis of design and composition, beauty and construction, the ultimate statement of elegance and sublime character. Styles feature metallic minimalism redefining the approach to ultimate glamour. From any perspective these watches can be considered works of art. Designed for women (or men – stay tune for future designs), these exceptional timepieces are offered with leather, satin, links or mesh band attachments. They use high quality materials such as genuine diamonds, gemstones and special movements. Outstanding accessories for special occasions.
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Product Portfolio: Jewelry Overview The Skagen Denmark Jewelry Collection features elegant, sophisticated Danish design with organic detail, the trademark of all Skagen products. Designed to captivate the eye and enlighten the spirit, each piece from the Skagen Denmark jewelry line glimmers in polished or brushed silver stainless steel, some featuring hues of gold, rose gold or dusky grey. Organic elements from the landscapes of Denmark inspired the creation of this collection, from the necklaces to bracelets to earrings and pendants.
Categories Earrings The Skagen Denmark Earring Collection was inspired by the elements of the Northern Denmark shore, from the reflection of the sunlight off the sea, to the smooth polished beach rocks, to the unique seashells featuring a hint of elegant color. These pieces encompass a variety of looks from day to evening, from classic to modern. Bracelets and Cuffs These stainless steel pieces have silver or two-tone display connecting timelessness with elegance, like the ocean meets the sand. Each bracelet has a matching pair of earrings and necklace. Necklaces and Pendant Necklaces As a shell is collected from the shore, so shall these stainless steel necklaces be collected for any stylish wardrobe. Polished open or closed link station or mesh designs make these elegant pieces of jewelry stand out with an organic and graceful sensibility. Our new collection of pendants is simple and chic for that classic extra touch of style. Mix and match these pendants with a Skagen Denmark bracelet and a pair of earrings to create a distinctive, distinguished fashion sense. Rings The current collection of rings include contemporary designs that are a complimenting addition to any piece from the Skagen Denmark Jewelry line.
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Product Portfolio: Sunglasses Overview Unique. Ultra-Light. Comfort. Contemporary design takes shape in the unique, comfortable styles of the Skagen Denmark Sunglass Collection. From ultra-light titanium to classic stainless steel to fashionable acetates, there is a pair of Skagen sunglasses for everyone. Lenses can be anti-reflective or polarized, and UVA/UVB protective. Match Skagen Denmark sunglasses with a piece from our Watch or Jewelry Collections to make a stylish, lasting impression.
Categories Titanium Skagen Denmark sunglasses come in lightweight titanium, making the fit and feel comfortable and ideal for any shape face. Innovative styles and classic designs compose the titanium sunglasses, with neutral yet edgy color combinations.
Stainless Steel Hypo allergenic and nickel-safe, stainless steel is an excellent material to sit on the skin. The steel designs offer classic appeal and great color features, with protection and style
Acetate The acetate sunglass styles are stylish and comfortable, with a contemporary appeal that will last season after season.
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Product Portfolio: Clocks Overview The Skagen Denmark Clock Collection features contemporary designs and superior craftsmanship, epitomizing the personality traits of our style: classic, organic, elegant, and sleek. Our brand proposition and design philosophy have remained valid for over 20 years and is true in our new Clock Collection. Elegant and classic, these clocks portray a minimalist sensibility and efficient function that will always continue as hallmarks of the Skagen Denmark brand.
Categories Indoor Wall Clocks Contemporary Designs. Modern Living. Skagen Denmark Clocks will enhance any contemporary home or office dĂŠcor. Precision craftsmanship and signature Danish style unite to bring distinct, minimalist round, tank or square shape wall clocks, thermometers and hygrometers. Distinctive details include brushed or matte front cases, aluminum dials and hands complimented by regular or quiet sweep quartz analog movements. These timepieces are personified with a flat glass lens, single or two level dials, clean or easy to read indicators, making it easy to capture the moment in time.
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International Footprint Skagen Denmark products are available globally in the world’s best department stores and specialty retailers. Please take a look at worldwide map to see a snapshot.
UK
Denmark
Canada
Germany
New York Phillippines
Mexico
India
AMERICAS Nordstrom, USA Bloomingdales, USA Macy’s, USA Dillards, USA
The Bay, Canada Liverpool, Mexico
EMEA PLAZA, Denmark · Salling, Denmark Karstadt, Germany· Kaufhof, Germany Christ, Germany
House of Fraser, U.K. Goldsmith, U.K. John Lewis, U.K. Bijenkorf, Netherlands Hour Choice, UAE
Australia
Singapore
APAC Takashimaya, Japan · Tik-Tak, Japan LOFT, Japan David Jones, Australia BJX, Australia The Esplanade, Singapore Tangs, Singapore
Just in Vogue, India Shoppers Stop, India Pantaloon, India Hyundai Department Store, Korea Time Studio, Phillippines Chronos, Phillippines
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Promenade
Maxim
Brand Communication The interest of media and the trade and hundreds of thousands of consumers is peaked each year through our marketing initiatives. Successful outreach through targeted press initiatives, trade and consumer advertizing online and offline and product placements have resulted in millions of brand impressions. The Skagen Denmark Collections are featured in international, national and regional magazines and catalogs, reaching hundreds of thousands of targeted consumers each year. Glance at these pages to see for yourself a small selection of these outstanding initiatives.
Ivaerksaetteren
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VOUS
Design Ure Smykke
URE & OPTIK
Accessories
Cosmopolitan
Au Clock
WHO Magazine
Europa Star
In-Style
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WHO Magazine
Social Networking Facebook
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Skagen, Denmark
Copenhagen, Denmark
S k a g e n
D e n m a r k
S t o r e s
In 2007, Skagen Designs launched its flagship store in the northern coastal town of Skagen, Denmark. Skagen Denmark concept store opens in Tokyo, Japan. In 2008, Skagen Designs launched its Copenhagen, Denmark store, as well as concept stores in Osaka, Japan and Taipei, Taiwan. In spring 2009, Skagen Designs launched a concept store in Nagoya, Japan and more Skagen stores are planned to open this year.
Tokyo, Japan
Taipei, Taiwan
Osaka, Japan
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Unique meeting point of two seas
w w w. s k a g e n . c o m
www.skagen.com Skagen Americas + 1.800.791.6784 · T + 1.775.850.5500 · F + 1.775.850.5530 · E sales@skagendesigns.com Skagen Europe, Middle East, Africa T + 45.4588.3460 · F + 45.4588.5690 · E sales@skagendesigns.dk Skagen Asia Pacific T + 852.3568.8769 · F + 852.3568.0877 · E service@skagendesigns.hk © 2010 Skagen Designs, Ltd. All rights reserved