OREANDA-NEWS. March 19, 2015. Georg Jensen, the Danish design house, will return to Baselworld - the prestigious Watch and Jewellery Show - tomorrow, on 19th March 2015 after a five-year absence, as part of its strategic brand and retail redeployment. 

The company will unveil a revitalised Watch and Jewellery collection with a focus on the high-end, in line with a fresh product strategy from the new management team. This will be supported by increasing its global points of sale, including brand-new store openings in London, Munich and Beijing. Collaborations with renowned industrial designer Marc Newson CBE and acclaimed jewellery designer Jordan Askill will also contribute to re-establishing the brand under a unified and design-driven global vision.

Georg Jensen, the Danish Royal Warrant holder which celebrated its 110th Anniversary last year, was acquired by Investcorp in November 2012, with David Chu taking the helm as the Chief Executive and Chief Creative Officer in early 2013. Within the past two years, Chu and his team have reviewed product across all brand categories and restructured production accordingly. The watch offering has been revitalised and a brand new production line put in place to deliver a Swiss Made timepiece, with chronographs being assembled and controlled in Switzerland. The signature Koppel collection will feature watches with semi-complications developed by a master movement manufacturer in the Vall?e de Joux, Dubois Dpraz.

Across the jewellery category, the premium-end and gold jewellery lines have been the subject of renewed focus, including a new emerald and ruby collection in partnership with Gemfields - the world's leading producer of ethically-sourced rare coloured gemstones. Further product categories, including small leather goods and writing instruments, will also debut this autumn.

The Georg Jensen brand, associated with key pioneering design movements of the 20th century, has played an important role in creating what is referred to today as 'Danish design'. Following in its historic footsteps, the company is now taking its design collaborations to a new level: Georg Jensen has enlisted influential industrial designer Marc Newson CBE to create a silverware collection to bring this precious metal out of the realm of family heirloom, and reintroduce it into the world of the younger luxury aficionado. Jordan Askill has been commissioned to produce an original jewellery line, as the irrepressible vision of his aesthetic echoes that of Vivianna Torun - one of Georg Jensen's most prolific collaborators in the 1970s. Both collections will debut in autumn 2015.

New retail launches scheduled for spring and summer 2015 will support this refocused design-driven vision. In London, the Bond Street flagship will relocate from its current location to nearby Mount Street in August 2015, to cater to the design-conscious customer in search of niche brands. Additionally, as part of the multifaceted retail strategy to support other key customer segments in the UK, Georg Jensen will also open boutiques in Royal Exchange and The Village - Westfield London's luxury retail hub - in the spring. In Selfridges, the Georg Jensen concession has moved to the Wonder Room, while a new silverware concession will launch this summer in Harrods, doubling the company's UK retail footprint to over 3,000 ft.

Likewise, to cater to design-minded consumers in Europe the brand will introduce a flagship in Munich in May 2015, in which all product categories will be showcased under one roof, echoing the recently-launched flagship in Oslo and the newly-refurbished flagship in Copenhagen.

In Asia, Georg Jensen will enter the Chinese market with the unveiling of the House of Jensen, a restored residence located in a historic hutong in Beijing. The 3,600 ft? space will be adjacent to one of China's most established contemporary art galleries - Beijing Centre for the Arts - and will house a boutique and a Danish cuisine caf? providing the complete Georg Jensen lifestyle.

All of the new boutiques will feature the new store concept: metallic Art Deco elements and sculptural lighting fixtures mixed with the smooth, clean lines of Scandinavian minimalism, offset by hand-crafted materials such as refined sandstone and warm, slatted wood. This modern backdrop will provide a gallery-like environment for the design collaborations and revitalised collections across all of Georg Jensen's key categories: silver, jewellery, watches, home and men's.