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AJ Watches x YDE

Even though most of us check the time on smartphones, watches are making a strong comeback as a fashionable accessory for both men and women. During 2016 we teamed up with fashion designer Ole Yde to conquer the world together with the story of the unique Danish design.



With the advance of smartphones as modern instruments indicating time, one could think that they have pushed the ordinary watches into the background. But even though the popular phone with its convenient digital timer has taken over a big part of the watch's role, one can still see a rising interest in adorning wrists with watches that match to one’s personal style.


Paris Fashion Week AW16

This tendency was emphasized in an exclusive promotion of Danish design which took place during fashion week in Paris, where the Danish watch company Arne Jacobsen Watches and the Danish fashion designer Ole Yde joined forces to present their brands on the catwalk in front of an international audience consisting of the leading press and buyers.


For many years there has been no functional idea behind wearing a watch. It has just become a piece of jewelry, and if you are a man, there are few jewelries to choose from. Here, the watch is the best offer. There are several obvious opportunities for women, and yet we see a tendency that women begin to choose eye-catching watches as part of their look. Through our collaboration with designer Ole Yde we show that the watches also match the finest, feminine clothes.