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Bering - A story of courage and success

by Sandara Group on

The BERING Group, based in Aabenraa/Denmark, was founded by the three Danish businessmen, designers and adventurers Lars Gram-Skjønnemann, Michael Witt Johansen and René Kaerskov in 2009. The business evolved from a parachute jump that René took directly over the North Pole in 2008. The simple beauty of the Arctic landscape inspired him and his two partners to set up BERING, named after the Danish sailor and adventurer Vitus Bering, who in 1728 was the first European to cross the strait between Asia and Ame- rica in the Arctic Ocean. Later named the “BERING strait/ BERING time“, as was one of the four Artic time zones.


Today the BERING brand and unique concept is represented in over 50 countries worldwide. The company designs, develops, produces and distributes high-quality watches and jewellery products under the BERING brand name. All BERING products are characterised by high-quality and durable materials, like high-tech ceramic, sapphire glass and titanium, an elaborate manufacturing process and timeless, pure, Danish minimalistic design, at an unusually attractive and competitive price.


BERING were the rst watch brand in the world to develop a „Slim Ceramic Collection“ – scratch-resistant high-tech ceramic watches with a particularly slim design, sitting as one of the brand’s bestsellers, alongside the Automatic and Solar watches. At the end of 2012, the innovative „Twist & Change“ jewellery collection for rings as well as matching earrings, necklaces and bracelets, was introduced to the market. BERING have launched numerous other innovations, such as radio-controlled watches with the world’s thinnest radio-controlled clockwork and separate seconds hand. Furthermore BERING’s Automatic and Solar watches have led to a global brand awareness and multiple awards, such as the „Watch Brand of the Year“ 2013 in Great Britain.


The fast growing BERING brand achieved international sales of more than 2 million products via 6,000 specialist traders and more than 30 supporting distributors; it is present in more than 500 shop-in-shops as well as BERING Concept Stores in Poland, UK and Singapore. A turning point for BERING has been the launch of their own flagship store in Hamburg in October 2014, which opened its doors to resounding success, exceeding targets within the first few days of opening. BERING now employs over 140 people worldwide.


BERING takes social responsibility very seriously and feels responsible for protecting the environment, doing as much as it can in the daily running of the business to reduce its Carbon Footprint. In 2011 BERING linked up with the animal rights group „Polar Bears International“, creating a campaign called „time to care“. The campaign was a huge success, raising funs to protect polar bears, with BERING raising more than USD 220,000 of donations and revenue from limited edition collections. In the United States, BERING also supports the „Pink Ribbon“ campaign for breast cancer awareness following the same principle and has been able to pass on more than USD 30,000 to the National Breast Cancer Foundation Inc.

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