The young men's accessories brand has kept growing since it was founded in 2016 by Xavier Broise, a sailing enthusiast with a passion for watches. A label to watch closely, as its product offering is clever and, above all, high quality thanks to the noble and technical materials it uses. Case in point: its latest products, recently unveiled.
A brand is often born from an observation: the lack of an ideal product, or the desire to stand out from the competition by offering an innovative one, among other things. Avel & Men is no exception, since it stems from an observation made by its founder, Xavier Broise, who explains: "Today, there is very little on the market that shows the link between the sailing community and beautiful products such as watches." Convinced of the opportunity offered by this promising niche, he brought his sister Agnès (a design school graduate) on board, and together in 2016 they founded this brand whose name means "the wind and the rock" in Breton. A tribute to their roots in Finistère.
Designed for lovers of the sea and sailing, and positioned at the high end from the outset, the brand offers, among other things, a superb backpack in full-grain milled leather that is 100% "made in France." However, the label's originality lies in its watch-related products, Xavier Broise's other great passion after racing and the competitions he pursues energetically in France and abroad. In practice, this translates into the design of watch rolls, storage cases for watches at home or on the go. Initially designed for three watches, the brand has recently introduced new watch rolls designed for six watches, to meet demand from men who are fond of this type of product.
Today, Avel & Men is sailing full speed ahead, judging by its latest product, unveiled in February and once again focused on watches: a magnificent strap named "La Rochelle", made from racing sailcloth. A technical watch strap that is already a big hit with customers, according to Xavier Broise: "The strap appeals for several reasons: its look is truly unique. The materials evoke a strong, technical world, which watch enthusiasts appreciate. The colors and patterns make it possible to subtly echo certain patinas or details of the watch. Finally, the finishing of our product is perfect and meticulous down to the smallest detail." Buoyed by this momentum, the brand is already considering expanding this product into a full range of sailcloth watch straps. "Today, we are putting a strong focus on watch accessories, thanks to strong customer demand in this segment," he adds.
To support this focus on watch accessories, the brand also plans to soon launch watch storage boxes with a nautical look. This nautical inspiration could take the form of a combination of wood and leather, a clever nod to the pairing of materials seen on classic yachts. New watch rolls should also appear, marking a first for the brand, since they will be made of smooth leather, specifically calfskin tanned in Italy. Another avenue under consideration is to target women and children in the future. However, new products mean, all the more, a distribution network. That is why, while the Breton brand currently has around ten points of sale in multi-brand boutiques in France, in addition to its online store, as well as five retailers abroad, it intends to extend its network to some forty countries by 2020. With one primary goal: "to target the luxury boutique in each country that understands the world of the sea and racing," concludes Xavier Broise. A carefully considered strategy that reinforces the feeling that Avel & Men is a brand that holds a steady helm and knows exactly which waters it is sailing in…
Dress your watch with a breath of open sea
Sailcloth and leather watch straps, made in France.
