Watches next for charm-maker Pandora

Pandora watches and jewellery. Photo / Supplied

Pandora jewellery has captured the imagination of women all over the world, and now the Danish company is to launch its watch range in New Zealand and Australia.

The company has been particularly popular in Australasia. Sales in the region make up 20 per cent of the worldwide sales of Pandora jewellery.

There are about 770 stores across New Zealand and Australia, out of 10,000 worldwide, and last year the company made about A$180 million ($222 million) in the region.

The watch range will be on sale in New Zealand, and around the world from October, and costs will range from $375 to $3180.

Pandora's Australasian director Karin Adcock said the jewellery appealed to all ages but the company's target audience was women aged 25 to 49.

Its core product is a modern charm bracelet, where the charm clips on to the bracelet rather than hanging off it, and it is this versatility that appeals to women, Adcock said. "It creates an individual look."

The charms cost from $20 to $500.

"The jewellery is affordable, you can slowly build up your bracelet. Men love the choices, they go in and get their partner a charm. It makes gift- giving easier. The charms represent an important moment, so they sell very well."

Each watch will have a black diamond and many of the watches also have diamonds on the face, hands and rim of the watch.

Many of the watches are interchangeable, meaning you can change the rim and straps.

Pandora jewellery is sold in more than 35 countries.