Mikael Sandstrom knows that many people associate Scandinavia with modern furniture and stylish home accessories.
But, as the founder and chief executive of Watches of Scandinavia, a new retail and event space in Stockholm, he wants that impression to encompass high-end, contemporary watchmaking, too.
“This region has always punched above its weight on the global stage, with numerous famous brands and companies,” he wrote in an email, citing Bang & Olufsen, Arne Jacobsen, Marimekko and other well-known Scandinavian and Nordic luxury brands. “Now we are going to bring the quality, values and uniqueness within the world of watches to this bigger market as well.”
The store, which opened Dec. 15, occupies two floors of a 17th-century bank building that stands near the Royal Palace. The 165-square-meter (1,776-square-foot) space contains a retail area with one display case for each of the 14 brands it highlights, as well as meeting and event areas, and a repair shop staffed by watchmakers with certifications from the Watchmakers of Switzerland Training and Educational Program, best known as WOSTEP.
