MR PORTER, the gentleman’s online retailer founded in 2011 has just announced the addition of Oris watches to their UK and US customers. MR PORTER already sells a number of watch brands including Shinola, retailing for circa £400, Zenith watches in the £5,000 range and RESSENCE pieces that go for about £14,000. The Oris collection offered through the MR PORTER’s online store will range between the £780 to £3,500 mark.

Oris was founded in 1904 in Hölstein, in the foothills of the Jura mountains in Switzerland. With so many Swiss brands now part of large management groups, Oris prides itself on being an independent watch manufacturer. Of the many watches that Oris is known for – I’m particularly a huge fan off of the bronze cased watch Oris launched earlier this year called The Oris Carl Brasher. This Limited Edition will be among ten timepieces across the Aquis, Heritage Divers, Pro Pilot and Big Crown families that will now available through MR PORTER. Expect to see two additional novelties from the Pro Pilot collection on the site later this year.

On the occasion, I caught up with MR PORTER’s Managing Director, Toby Bateman to get his thoughts on this period of expansion in their watch category. The following is a transcript of that conversation.

Having slowly expanded since the launch of Bremont on the site, what role does the fine watch category play at MR PORTER?

Our fine watch category has continuously grown since its conception in 2013 with Bremont, with each brand carefully selected with our customers’ requirements at the forefront of our intentions. The role of our fine watch category is to provide our customers with an additional key pillar of style and service, plus the added convenience of having some of the world’s most respected fine watch brands available at your fingertips on MRPORTER.com.

What was it about Oris that caught your eye?

Oris is a brand that speaks directly to our customers’ needs and desires, with collections for those whose interests include motorsports, diving, aviation and culture – also their price point bracket is perfect for both first time buyers and watch aficionados.

When you have brands like Junghans, Zenith and RESSENCE at varying price points all on the website, how does Oris fit into the line-up?  

It’s Oris’ fantastic wide price bracket that’s the appeal. Couple this together with its deep horological history, manufacturing heritage, and it’s motto: ‘Real Watches for Real People‘ – Oris will play a key part in MR PORTER’s voice in the watch industry.

What sort of unique solutions do you have for when customers want to touch and feel an item of such expense before making the purchase?

Our pillars of success include product, content, and service – all of which play a vital role in providing our customers with the essential information they need during their purchasing process.

It’s rare for a global business to offer this 360 approach in the same manner as MR PORTER – namely, providing men with original photography and content, in-depth behind the scenes video, technical data, as well as overall style context – allowing men to experience a completely different service than they naturally would in a store that solely sells watches.

Which would you say is your favourite Oris reference and why?

The ORIS Pro Pilot Chronograph – it’s got a vintage feel to the dial; quite utilitarian and functional – but the bevelled edge to the case gives the watch a modern feel at the same time.

What’s in store for watch category at MR PORTER from here on?

Our vision is to continue with our key pillars of success – continuously listening to our customers’ needs, and taking note of the fluctuating global marketplace we work and live in. I feel that more and more watch brands are coming to accept pure-online retailers as an option, and we hope MR PORTER is at the top of their list when they do decide to take that decisive step!

More on MR PORTER.