It’s Bering-time! The Danish company is a rookie by watchmaking standards, but its fast growth is something other brands can only aspire to.

The name behind this young brand and the design aesthetic that guides it are inspired by the Arctic. Specifically, Danish sailor Vitus Bering, who (for the history buff out there) was the first European to cross the strait between Asia and America in the Arctic Ocean way back in 1728. The strait was named after the adventurer (Bering Straight) as well as a time zone (Bering Time). Now, you can add watch brand to that list.

The founders themselves - René Kaerskov, Lars Skjoennemann and Michael Witt Johansen - are apparently quite the adventurers too, and not just because they took the risk to start a new brand in a congested market. During a parachute jump directly over the North Pole (!) by one of the founders, the raw beauty of the Arctic landscape inspired him and his two companions two set up the company.

Their company has only been around since 2010, but you wouldn’t know it by looking at how far they’ve come. In a few short years, the brand has tallied over 6,000 customers across 50 different countries. All in, that means more than 1,5 million watches and more than 500,000 pieces of jewellery have been sold. Impressive indeed.

It’s not just a question of volume, but also about quality. Shortly after their launch they captured the UK and Canada by storm, winning Best New Brand in 2012 in the latter, and Watch Brand of the Year in 2013 in the former.

By now, the brand has properly established itself as a lifestyle brand, having a very broad range of both watches and jewellery. And I do mean broad. Looking at their watch offerings alone, there are no less than seven men’s collections, including: Ceramic, Classic, Radio Controlled, Automatic, Solar, and most recently Titanium.

For the ladies there are five different watch collections: Ceramic, Classic, Titanium, Charity, and Solar. That’s on top of a wide array of jewellery on offer spanning two collections. The brand’s slim and ceramic collection, as well as their solar and automatic models seem to be the most poplar.

Across all collections, Bering products boast a clean and minimalist design, which is not something rare these days, as we have seen. But where Bering does differ is in using of special and durable materials like high-tech ceramic, sapphire glass and titanium. And that comes at a very modest price, with timepieces hovering between $200 USD and $500 USD.

Full marks for value then. And with a huge range of choices for both men and women looking for a second, third or even fourth watch, Bering is a company that’s here to stay. Perhaps we have indeed entered Bering-Time, as the company suggests:

“When the pure, cool beauty of the Arctic is blended with the simple elegance of Danish design, a new era dawns: it’s Bering-Time.”