Farer was founded in 2015 with a bold promise: to offer watches with unique British design and high-quality Swiss manufacturing. Even if they were able to achieve this goal, with new independent brands being launched every day, it would still be hard to stand out from the competition.
Now, in 2024, it is safe to say they have consolidated their place in the market. Their models are easily recognizable due to their unusual combination of colors, and their quality has received praise from several industry publications.
We had a chance to send a few questions their way to learn more about the company. Here is what they had to say:
1. Most of us do what we can for a living, not what we want. Did the founders choose to start working with watches, or were they pushed into the industry randomly?
It was very much a conscious decision. The founders already had a wealth of experience within retail and marketing and wanted to start a watch brand that offered quality products that were reasonably priced. What enthusiasts might call ‘entry-level luxury.’
2. Considering the increase in the number of new watch companies, what sets Farer apart from competitors in the industry?
I think two things set our watches apart. Firstly, we place a big emphasis on colour and texture, using both in ways you won’t see anywhere else. Secondly, we don’t chase trends and make the watches we want. In fact, we always look to produce watches that aren’t like anything else on the market.
3. How was the brand's identity defined??
From the very start, the brand has always focused on reinventing classic watch complications. Whether it’s a dive watch, a chronograph, or a moonphase, our first thought has always been ‘How can we reinvent this and do it in a way that’s not been seen before?’ We also have a focus on exploration, both in the literal and figurative sense. This ties into the brand’s name, which means a traveller or explorer.
4. Watch enthusiasts tend to be demanding when it comes to specs. How challenging was it to find the right suppliers?
We’re proud to have worked with one of the leading Swiss factories for many years. They produce for many well-known brands so we have never had any issues with the quality of our watches. When a manufacturer has decades of experience producing for well-respected brands, it quashes any fears that your product won’t meet customers’ expectations.
5. Who is your priority target market, and how do you customize your watches to meet their needs and preferences?
I wouldn’t say we specifically prioritise one particular market. The second part of our name is ‘Universal’, and that’s because our watches are intended to be for everyone. That said, we certainly have a strong customer base amongst the enthusiast community, and we like to think that is because they recognize the value and quality of our watches. We don’t compromise on our products and are always looking for ways to innovate.
6. In the rapidly evolving landscape of digital marketing, what strategies or platforms have you found most effective in engaging with consumers and driving sales for your watches?
I think that digital marketing has become a very crowded space and that these days it’s very hard to stand out in it. I think if your product(s) stand out then you’ll strike a chord with your audience and naturally gain traction. Our customers are some of our best advocates, spreading the brand via word of mouth. Instagram is our biggest social platform, and it’s perfect for us to interact with the community.
7. What can we expect from the brand in the future?
An awful lot. We have some fan favourites coming back very soon, and later this year we’ll launch some entirely new collections. Anyone who follows us will know that we’re always working on the next big release!
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