Michael Kors Mania

I spent my weekend moonlighting as a hair model for the 2013 Salon International at Excel London and free hair cut aside, I used the opportunity to check out the watches of the world’s finest hairdressers, stylists, designers and creative hair technicians. After about half an hours observation it became clear that, apart from the odd Rolex (for the Creative Directors, Obvs) and more classic, daytime pieces from the likes of Braun or Swatch,  I could not spend five minutes out of the company of a Michael Kors watch.

This was quite upsetting. Firstly because these people work in a highly innovative and creative industry where trends are set, not led. Secondly, because I just don’t get it. The MK watches are nothing special. No Swiss movements. No sapphire crystal glass, no clever complications or use of materials. Just your basic spec analog or chronograph with the occasional Swarovski crystal thrown in.

The inescapable MK Chrono

OK I do GET it:  You mix the ‘jet-set’ glamour of the MK brand with a highly commercial and affordable watch range, sell it though Selfridges and ASOS to grab some status cool and you’re on to a winner. Launched in 2004 in the USA, the watch brands’ popularity has rocketed. 

 

 Mr. Kors, looking particularly happy with himself.

 Whether or not this is linked to Kors’s appearances on Project Runway, the growing popularity of the MK ranges trajectory hasn’t stalled. Reaching pandemic status, I don’t think I’ve seen a 20-something professional woman without one on her wrist since 2010.

 Back in 2011, Navaz Batliwalla, blogger at Disney Roller Girl (@Disneyrollrgirl) wrote an article about this exact topic noting how the strength of the Kors brand is the ability to recognise emerging trends, nailing both the ‘boyfriend style’ and the all gold/rose plated style watches that are the core pieces of the MK range.  

 As discussed by WatchPro, the brands popularity may also be a case of the entry-level buy-in, which like accessories and perfume, is a simple way for a demographic of asporational customers to buy into their favourite brands without committing to a high-cost purchase. Similar luxury brands including, Vivienne Westwood, DKNY and Marc Jacobs offer watches at a similar price point to MK that also capture the essence of their brands and appeals to customers more than £800 handbag do. 

 Still, in terms of volume, the MK range has left most of its competitors in the dust. Not since the Acne ankle boot endemic of 2012 has there been a trend to violently taken into the hearts and minds of the fashion retail landscape.

It will be interesting to see if the trajectory of the brand can continue or whether a new brand (, Barbour, Marc by Marc Jacobs perhaps...) can cut in. Either way, the Fossip group Mr. Kors won;'t be losing any sleep.