Daniel Wellington Hong Kong opened its 20th retail outlet on Tuesday, featuring a new design concept.

The new store, at Sai Yeung Choi Street South in Mong Kok, is the second Icon store after the one in Russell Street in Causeway Bay.

Daniel Wellington launched in Hong Kong just 27 months ago and has expanded its footprint rapidly since.

The watch retailer is expanding in the city at the same time as it focuses on travel retail channels, opening more than 35 stores in key travel destinations during the past six months.

A company spokesman said the new design concept at the Mong Kok store is aimed at uplifting the in-store customer experience.

Daniel Wellington’s rapid growth has been fuelled by focusing on social media to build brand awareness on social media, an unusual course for luxury watch brands.