Case study Skagen Global Marketing Holl
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CASE STUDY II.4
Skagen Designs: becoming an international player in designed watches
Towards the end of 2006 Charlotte and Henrik Jorst can look back at 15 hectic but successful years. Their company was founded in an apartment in New York, from where its first marketing efforts took place. The two entrepreneurs started selling relatively expensive watches bearing a logo that American companies might use as company presents. During the Gulf Crisis however it was very difficult to sell watches in that price range. In 1990 Charlotte and Henrik visited a watch fair in Basel in order to find a manufacturer who was able to produce the watches at a lower cost price. They found a Danish-owned company, Comtech Watches, with headquarters in Aarhus and a clock and watch factory in Hong Kong.
In 1992 Charlotte and Henrik had an annual turnover of US$800,000, primarily through an advertisement on the back page of a big mail-order catalogue for Father’s
Day. Since then events followed each other in quick succession. In 1995 the chain store Bloomingdale’s included the Skagen Design watches in its assortment and other retail chains like Macy’s, Nordstrom and
Watch World have followed. In addition, the watches are sold in big gift and design shops.
In 1998 Skagen Designs had an annual turnover of almost US$30 million; in 2005 turnover had increased to approximately US$70 million.
Skagen designs – the story in brief
1986 Party at Carlsberg. Even if Henrik Jorst has brought his girlfriend, he manages to make Charlotte
Kjølbye his neighbour at dinner, and they fall head over heels in love. Shortly after the party Carlsberg sends
Henrik to New York. From New York Henrik manages
Carlsberg’s USA sales. Charlotte stays on for a year and a half in Denmark keeping in close contact with
Henrik on the phone.
1986 Charlotte joins Henrik in the United States and reigns as Miss Carlsberg for the summer and fall months. After a Danish
5/21/10
11:22 AM
Page 309
CASE STUDY II.4
Skagen Designs: becoming an international player in designed watches
Towards the end of 2006 Charlotte and Henrik Jorst can look back at 15 hectic but successful years. Their company was founded in an apartment in New York, from where its first marketing efforts took place. The two entrepreneurs started selling relatively expensive watches bearing a logo that American companies might use as company presents. During the Gulf Crisis however it was very difficult to sell watches in that price range. In 1990 Charlotte and Henrik visited a watch fair in Basel in order to find a manufacturer who was able to produce the watches at a lower cost price. They found a Danish-owned company, Comtech Watches, with headquarters in Aarhus and a clock and watch factory in Hong Kong.
In 1992 Charlotte and Henrik had an annual turnover of US$800,000, primarily through an advertisement on the back page of a big mail-order catalogue for Father’s
Day. Since then events followed each other in quick succession. In 1995 the chain store Bloomingdale’s included the Skagen Design watches in its assortment and other retail chains like Macy’s, Nordstrom and
Watch World have followed. In addition, the watches are sold in big gift and design shops.
In 1998 Skagen Designs had an annual turnover of almost US$30 million; in 2005 turnover had increased to approximately US$70 million.
Skagen designs – the story in brief
1986 Party at Carlsberg. Even if Henrik Jorst has brought his girlfriend, he manages to make Charlotte
Kjølbye his neighbour at dinner, and they fall head over heels in love. Shortly after the party Carlsberg sends
Henrik to New York. From New York Henrik manages
Carlsberg’s USA sales. Charlotte stays on for a year and a half in Denmark keeping in close contact with
Henrik on the phone.
1986 Charlotte joins Henrik in the United States and reigns as Miss Carlsberg for the summer and fall months. After a Danish