STORM (brand)

STORM is a London fashion brand. It is best known for its innovative watches and jewellery aimed at the young adult market, but has branched out into fragrance, bags, umbrellas, sunglasses, ophthalmic, underwear and nightwear.

History

In the early 1980’s, Steve Sun, the chief designer and co-founder of the brand with business partner Anna Lee, were working in the retail fashion industry in London. Steve had a passion for quality timepieces but did not always have the funds to buy exactly what he liked so he started buying a few ‘off the shelf’ models and customised them mainly by the use of bright dial colours. These first watches were initially marketed in clothing boutiques. The trials went well and encouraged Steve to think AbOUT starting his own company. In 1985 Steve launched his company and was joined by his wife Anna who concentrated on the sales and marketing side. Steve called his new company Sun 99 Limited and started making a range of watches sold under the name Time Chain. The initial watches were sold in concessions in fashion stores in Oxford Street, Kings Road and Covent Garden. Up to this time, watches had only been available in jewellery stores, so this move was instrumental in the premise of a watch being seen as a fashion accessory.

In 1989 Steve Sun developed his initial sketches for unusual designed watches which were produced under the name STORM.

STORM now has 11 stores in the UK and approximately 45 worldwide, alongside the independent retailers who sell STORM.

Creative Direction

STORM watches are designed by a small team of dedicated designers, of which the founder Steve Sun heads. The watches are influenced by surroundings and the team take inspiration from everyday objects and nature. The legendary use of stainless steel, glass and elevation and the development of coloured dials, in particular lazer dials, ensured STORM not only became a best seller but also gained a reputation for individual and innovative timepieces. One of STORM’s most iconic watches is the baby bubble which was designed in 1990.

Packaging

Right from the beginning, the packaging for the STORM watch became an integral part of the STORM concept. The packaging has always been unique and has ranged from the popular ‘baked bean’ can in 1994 to the STORM sphere in 2001.

Marketing

In the early days, the limited availability meant you had to be ‘in the know’ to find the brand. This niche selling was one of its strengths, as buyers knew they had found something special and very fashionable. As the brand grew advertising was introduced to get the designs to the masses. In 2004 STORM published its first lifestyle campaign with the strap line ‘Stand out in a STORM.’ STORM now runs regular advertising campaigns every season on the London Underground and in national magazines.

Promotional Activity

STORM knows the benefit of having their products seen on the hottest celebrity or attached to the latest blockbuster so they take part in regular promotional activities via their website and in store. Some of the promotion which STORM has taken part in includes; sponsoring the MTV Europe Music Awards and 4 Music, cross promotions with films such as GI Joe, X Men and Sherlock Holmes and product placement in film and TV features. Many celebrities are fans of STORM including David Beckham who owns a Limited Edition Lexo watch, Girls Aloud, Akon and The [...] Cat Dolls.