A closer look at STORM watches


Anna from STORM


Showing on QVC on Thursday, STORM watches are an iconic British brand known for their fashionable and distinctive watches and accessories.

We are excited to welcome Anna Lee, founder and owner of STORM, as our guest on Thursday's show!

We caught up with Anna to get the inside track on the origins and inspiration behind the brand, her role within the company, what a typical day entails for her, and what we can expect from the show… 

Can you tell us a bit about yourself and how STORM came about?
Well I've always been mad on fashion and keeping up with the latest trends, which led me to managing a flagship womenswear store at the age of 18!

In 1989 myself and husband Steve Sun founded STORM. The idea behind STORM was to sell quirkily-designed watches at affordable prices through fashion stores, which at the time was a revolutionary move.

What is the inspiration behind the brand?
Up until the 70s, watches typically had either a leather or metal strap and a black, silver or white dial. Steve decided there was a gap in the market for well designed watches at affordable prices and, by the use of colour and styling, that they could be made into a fashion accessory rather than a lifetime necessity.

What is a typical working day like for you?
I'm up early to organise breakfast for my kids. Twice a week I have a personal training session at home. Then it's off to work taking phone calls along the way. I might be talking to our sales reps or a new distributor in Australia. I'm the managing director while Steve is chief designer, and my role focuses on sales and marketing. My day can involve anything from being in a meeting about new products to a meeting with our lawyer trying to sort out the sticky points of a licensing contract. I try to leave the office by seven, but it's often straight to the theatre, dinner, plays, or recently, a vintage champagne tasting, followed by a gourmet pizza with friends.

What can be expected from the upcoming show?
We will be showing seven new unique best-selling watches, including contemporary and stylish ultra slim watches, stylish dress watches, more watches featuring the popular STORM signature enamel strap and also an elegant chain watch.

ZarinaRoseGold BellaRoseGold SlimrimBrown









What items should our customers look out for?
My personal favourite is the Zarina watch which I wear all the time. The Bella is a real on-trend piece – chain bracelet straps are very popular right now, whilst if you are looking for a classic piece I would say elegant Slimrim is a great choice.


Tune in on Thursday 13th March at 6pm to see these pieces and much more!

See our watch department.

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