Australian watch brand The 5th reveals expansion into bags, eyewear

By

Benjamin Fitzgerald

Published
Jun 15, 2016

Selling direct to the consumer, Australian watch brand The 5th is taking its unique manufacturing and online selling approach into bags and eyewear, set to debut later in the year.

Entrepreneurs Alex McBride and Gretta van Riel started The 5th in 2014, developing a niche selection of watches and putting them up for sale online, for five days only each and every month.

Adding to the frenzy of the need-to-buy-it-now mentality, the analogue timepieces are minimal and stylish, playing to the tastes of Generation Y, who are gradually returning to the classic timepiece after years of digitalisation.

The 5th works closely with manufacturers, before selling two collections at a time (5 a-piece) for a total of 10 styles. Each retails for a very affordable $US150 or less.

The buzz surrounding the brand (The 5th has 428k Instagram followers) and its successful direct-to-consumer strategy, has prompted the firm to start selling backpacks and sunglasses.

The additional accessories include two bag types - The Essential and The Functional - due for release later the year.

Each will retail for approximately $150.