Midore picks up Bering watches

by jacquie_dealmeida | January 9, 2012 9:00 am

SB_11435-742-sideview_2 — Bering’s style #11435-742 with scratch-resistant sapphire crystal, ceramic bezel and links, and high-grade 316L stainless steel case.

Midore Inc. is now the Canadian distributor for Danish watch brand, Bering.

Inspired by the beauty of the Arctic, Bering finds its roots in a 2008 expedition to the North Pole, when Danish adventurer and businessman Rene Kaerskov jumped out of a helicopter onto the top of the world. The view of the Arctic landscape around him inspired the look and feel of the Bering watch brand, which gets its name from Danish sailor Vitus Bering.

The explorer journeyed to the Arctic in 1728, crossing the strait that today bears his name. The watch brand combines the cool, pure look of the frosty Arctic landscape with modern materials.

“We want to give the Canadian consumer a watch with higher-end components, including ceramic and sapphire crystals, at an affordable price point,” said Michael Negreanu, co-founder of Montreal-based Midore.

“We are very excited about this new brand. We’ve been selling international watch brands in Canada for more than 28 years and this is by far the most exciting line we’ve brought to the Canadian market.” Price points range from $115 to $400 retail. Bering watches are available in Canada beginning Dec. 1 and will be sold through independent jewellery and watch retailers.

Source URL: https://www.jewellerybusiness.com/news/midore-picks-up-bering-watches-2/