Watch brand Nordgreen launches in the UK

Danish minimalist watch brand Nordgreen is launching in the UK following one of the most successful European Kickstarter fashion campaigns to raise 250,000 dollars (190,000 US Pounds).

Based in Copenhagen, Nordgreen embodies the Scandinavian style of minimalism, simplicity and functionality in its watch designs, with its range of affordable designer watches for men and women, which all available with interchangeable fashion straps.

The range of watches have been designed by renowned Danish designer Jakob Wagner, founder of Jakob Wagner Studios, who has been named chief designer of the new brand. Wagner has previously worked with brands such as Bang and Olufsen, Cappellini, Alessi, Hay and Moroso.

Commenting on the design process, Wagner said in a press release: “When a design is completely right, when it reflects the most simple expression of an idea, the point where nothing can be added nor removed – that’s the point when a design achieves its integrity. When this happens, a special bond is created between the human and the object, which makes us happier for every time we interact with it.”

Nordgreen's watches are designed to celebrate the “connectivity between the watch and it’s wearer” states the brand, with each watch design aiming to be “classically simple but elegant”, while being affordable with prices starting at 134 US dollars (144 Pounds).

In addition, the brand has placed social responsibility at its core with the creation of its own 'Giving Back Programme', where, for each watch sold Nordgreen empowers the customer to give back to one of the three causes: 2 months of clean water to a child in Central Africa; 2 months of education to a child in India; or to preserve 200 square foot of rain forest in Latin America.

Nordgreen can track the impact of each donation using a unique serial number provided on the back of each watch, while also offering their customers added value by promoting ethical buying within the fashion arena.

Images: courtesy of Nordgreen