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Morten Linde and Jorn Werdelin
Fascinated by watches since his youth, Jorn Werdelin as off-piste skier decided in 2002 with his friend Morten Linde to create a new concept: a luxury sports watch on which a professional digital instrument clips on. Linde Werdelin was born, a brand with sports values, a high technology, and which is now one of the leaders of luxury sports watchmakers. Jorn Werdelin agreed to answer our questions and introduced us this watch-making house…
T.H: Why did you decide to start working in the watchmaking industry in 2002?
J.W: Morten and I saw a gap in the luxury watch market back in 2002 and so we decided to take the opportunity to launch Linde Werdelin. The concept of combining analogue and digital was and still is very much an innovative idea. We wanted to create something that would combine our two passions, highly crafted timepieces and skiing, and last for a long time.
T.H: Your models are sportsmen targeted, why? Is it to meet some demand, or an anticipation?
J.W: Rather to share a lifestyle with those urban dwellers who enjoy the mountains and the sea. Morten and I are city people who like the finer things in life while cherish the sense of freedom from skiing and diving. The Linde Werdelin concept is the ability to combine your analogue watch with the attachable instruments used for sports. Our watches are not necessarily only for sportsmen or people who like to engage into sports. Our newly launched collection is more diverse to accommodate all tastes! Between the four different families and the 14 variations in the current models, there is at least one watch for every taste whether that’s sporty, classic or more elegant.
T.H: How do you position yourself today in the watchmaking market?
J.W: Linde Werdelin is the only watch brand to produce sophisticated instruments that can be attached to a highly crafted timepiece.
T.H: What are the main watchmaker brands which influenced you?
J.W: Both Morten and I have loved watches since an early age. There are many great watch brands out there, either with long history and great products or ‘younger’ brands that have come a great way due to innovative design and high quality. At Linde Werdelin we try to be as innovative as possible and the ones that ‘break the mold’ in the Swiss watch making industry.
T.H: Are you one of the only watchmaker to offer to test some of your watches on your website. Has this service been successful?
J.W: It has proven to be very successful which we are happy about. We felt this was the best way for our potential customers to get closer to our products. Buying a luxury watch is a big decision for many of us. What better way to ‘test drive’ your chosen watch than to have it in your hands for 5 days? It really gives you time to get a feel of how it would be if you owned one.
T.H: What would be the profile of Linde Werdelin clients?
J.W: On a general note, our clientele is 30+ years old interested in sports whether skiing or diving or as previously mentioned people who are just interested in a highly crafted watch with an innovative concept.
T.H: How would you describe the evolution of the brand?
J.W: We have gone from a brand with a new product concept, to a brand, still armed with an innovative concept, pushing the industry boundaries in sales, marketing, and communication. We want to bring something different to the table, if you will. Over the last 36 months with the launch of our new marketing campaign (illustrations) and of course the new collection, we have seen a rise in brand awareness. People are starting to recognize LW watches and instruments for which we are immensely happy about.
T.H: You are already present in Europe, the US, Russia, and Dubaï. Will China be you next target?
J.W: Indeed, this is a market we would like to be present in time. At the moment, we are concentrating on further developing our presence in our current markets. But do stay tuned on our website for news!
T.H: Do you think that the future of the watchmaking industry will belong to independent houses?
J.W: I believe that this is the rule rather than the exception.
T.H: Finally, you created the model SpidoLite SA with the brand Andersen Genève. Why?
J.W: We have known Svend for quite some time as he is Danish as well. Svend Andersen is one of the great watchmakers in the industry with years of experience which to us is important for the evolution of Linde Werdelin as a brand.
