A new name has joined 30-year Bermuda veteran Swiss Timing.

For the Front Street business has opened Jordan Roberts in Walker Arcade — specialising in personal and online shopping for the millennial generation.

Debbie Jordan, who will run Jordan Roberts as well as remaining a partner in Swiss Timing, said: “We saw a market. The times are changing — with the new generation, everybody is into online shopping.

“The new generation shops completely differently. They’re more price-conscious and more fashion-orientated.”

Ms Jordan was speaking in the new store, in the arcade joining Reid Street with Front Street, which opened quietly last December in time for the Christmas rush.

She said: “We try for a price range of $50 to $500, although there are things over that.

“Swiss Timing is more specialised in doing watch and clock servicing, but we will offer servicing and battery changing here from February. People will be able to drop off and pick up here.”

Ms Jordan added: “We are trying a lot of brands here which are different and we’re also into the gift side of things — fun jewellery, fashion jewellery and watches and a lot more products will be coming in during February.

“I just saw a niche and the response so far has been good. People have said it’s an affordable product and the quality is nice.”

She added: “The new generation, from what I can see, is not interested in spending thousands of dollars on a piece. They want lots of inexpensive things.

“They have no problem spending $150 — they want the trends, what’s modern and that’s where it’s going and we just thought we’d set the two stores completely apart.”

The store carries watch brands like Certina, which has been a Swiss Timing fixture for three decades, Ingersoll, the Swedish make Obaka, as well as Invicta and Escape.

Jewellery lines include Caroline Neron from Canada, Nikki Lissoni from Spain and House of Harlow, run by 70s singing superstar Lionel Richie’s adopted daughter Nicole, who shot to TV stardom alongside celebrity Paris Hilton.

Jordan Roberts also stocks handbags, gifts and accessories from US-based Vera Bradley.

Ms Jordan said: “The week before Christmas was good — obviously January is a quiet time but we have lots of shipments arriving in February leading up to the spring and going on from there.”

She added: “We’re working on the website and we’re hoping to have that fully launched in March. It’ll be whatever we carry here, plus more products and it comes right on to our system.

“The website is self-explanatory. Most products are in stock or available within seven days.

“Millennial shoppers are completely online, even when it comes to advertising and marketing.

“I’m old school, so this is a real learning experience for me. I have to go to my daughter Olivia all the time. She’s 22 and just finished university.”

She added: “We’re going to focus quite heavily on men as well. Men are the hardest to buy for — just a watch and the odd ring they might wear. It’s hard to find gifts for men, so we’re devoting a whole section of the shop just for men, whether it’s travel accessories or something else.”