Creative Action styles first of watch chain

The first of a proposed watch chain opened in London’s Covent Garden on Tuesday, designed by Creative Action Design Consultants.

Face for Watches, set up by Antony Paine, is aiming to fill the gap in retailing for fashion-led watches. It follows the announcement last week of Cobalt’s own chain Watch2Watch, with its first store opening in London’s West End in August (DW 29 May).

The Rickmansworth consultancy created the logo and interiors, including glass-fronted display cases with back-lit transparencies, so that units can be individually branded.

A second store is planned for Carnaby Street for the end of this year, followed by two more in London. If successful, the chain will then go nationwide, says Creative Action Design designer Michael Fern.