by Stephen Garner

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On November 19, Swedish watch brand Daniel Wellington celebrated the opening of its pop-up shop at 355 Bowery, which will remain open through December 20. The holiday shop features both men’s and women’s watches along with the newly launched Dapper Collection.

With more than 1.6 million followers on Instagram, Daniel Wellington has become the most popular watch brand on social media. “This new pop-up gives the brand a chance to engage and interact with our fans in a unique environment,” Filip Tysander, founder of Daniel Wellington, told MR. “We have a strong online presence, which is something that we will keep focusing on, but the shop will allow us to get closer to our fans and ambassadors by building in-person relationships.”

Taking this notion into consideration, Tysander and his team went to work on designing a space that would stay true to the brand’s Scandinavian roots. The look and feel of the space is very minimal, but the furniture and fixtures balance the stark white walls. Nonetheless, it was only natural for its first U.S. pop-up to be in New York. “It is an ideal place for a Daniel Wellington pop-up shop, and we are thrilled to further introduce the brand to all our fans living in or visiting New York,” said Tysander. “Strategically situated in the Lower East Side, the DW pop-up is at the crossroads of where creatives work and play, and welcomes the unique energy of the neighborhood.”

As far as what’s next for the brand, Tysander is optimistic. “We believe that 2016 will be a very exciting year, especially after seeing what we managed to achieve in 2015. We will continue to grow and develop our collections, strategies and projects with great finesse. Nothing is impossible, stay tuned.”