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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Revive a Sleeping Beauty Watch Brand

A group of investors is reviving has ‘resurrected’ the Danish watch company Urban Jürgensen, a 250-year-old name revered by connoisseurs but largely unknown outside that bubble.
A view of the entrance is seen during Skäl and Fejre - Urban Jürgensen: The Next Generation.
A view of the entrance is seen during Skäl and Fejre - Urban Jürgensen: The Next Generation. (Presley Ann)

The dormant Danish watch company Urban Jürgensen was “resurrected” in Los Angeles on Thursday following a $25 million revamp that its US backers hope will land it a seat at luxury watchmaking’s top table inside five years.

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