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Manila Bulletin devider Lifestyle devider Fashion and Beauty devider This Danish watchmaker opens its first store in the Philippines

This Danish watchmaker opens its first store in the Philippines

Bering brings cultural flair and minimalist refinement to SM North EDSAMb L

Published May 21, 2025 10:59 am
Bering, the Danish watch brand celebrated for its clean lines, lasting craftsmanship, and Arctic-inspired design, officially opened its first store in the Philippines at SM North DESA. The brand, known for marrying elegant simplicity with sustainability, welcomed guests into a space that reflected the essence of its identity: calm, purposeful, and beautifully restrained.
A cultural welcome for a timeless brand
The event featured a ribbon-cutting ceremony followed by a Scandinavian dance performance that paid tribute to the brand’s Northern European roots. It was a celebration not just of retail but of culture, welcoming Filipino shoppers into an environment where design, craftsmanship, and storytelling meet. The boutique’s interior echoed Bering’s core: minimal, refined, and designed with intention. From the curated product displays to the atmospheric lighting, every detail reinforced the quiet sophistication that defines the brand.
Design simplicity inspired by the Arctic
Founded by Michael Witt Johansen in 2010, Bering began as a personal tribute to the Arctic landscapes his father once explored. That story evolved into a global brand available in over 68 countries. Bering is guided by the Danish principles of function and form, translating into watches that are beautifully understated yet built to endure.
Each timepiece is crafted using scratch-resistant sapphire crystal, high-tech ceramic, hypoallergenic titanium, and stainless steel used in medical technology. The materials reflect
Bering’s commitment to long-term quality and ethical production. Sustainability is woven into every stage—from solar-powered movements and recycled ocean plastic straps to elegant, reusable packaging. Through its “Time to Care” initiative, the brand has raised more than $350,000 in support of global causes such as Polar Bears International and the Know Your Lemons Foundation.
(From left) SM City North EDSA's assistant mall manager Gio Arandilla, tenant relations officer Rob Geronimo, assistant mall manager-The Block Michael Uy with Wizer Industries Inc.'s general manager Natasha Chua and business head unit Vincent Aguillon
(From left) SM City North EDSA's assistant mall manager Gio Arandilla, tenant relations officer Rob Geronimo, assistant mall manager-The Block Michael Uy with Wizer Industries Inc.'s general manager Natasha Chua and business head unit Vincent Aguillon
A global name now closer to home
The launch was made possible by Wizer Industries, Inc., one of the country’s watch distributors. Known for bringing in world-class brands like Tissot, Calvin Klein, and Tommy Hilfiger, Wizer ensures Bering’s global story translates seamlessly to the local market.
In addition to its new boutique at SM North EDSA, Bering is available at Rustan’s, Landmark, and The Watch Store. It can also be purchased online via Zalora, Lazada, and thewatchstore.ph.

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