The inaugural Daniel Wellington Café – a first of its kind for the contemporary Scandinavian jewellery brand in South Africa – was held at Alfred Square at the V&A Waterfront for a sensorial experience that captured the essence of refined elegance and modern minimalism, following successful launches in Sydney (13 – 16 August 2025) and Paris (10 – 11 October 2025) respectively.
Rooted in its Scandinavian heritage, every Daniel Wellington piece is designed at the brand’s head office in Stockholm with a focus on clean lines, thoughtful details, and timeless elegance, principles that come to life in the DW Café experience.
An impressive catalogue of the Mother City’s finest tastemakers, culture connoisseurs, media and friends of the brand were in attendance at the exclusive preview of DW Café with the alluring A/W 2025 collection on display consisting of iconic timepieces to refined accessories against the backdrop of bespoke soundscapes courtesy of the city’s leading DJs. The charming evening was truly an ode to Scandinavian sensibility, meticulous design and effortless style.
The DW Café was inspired by the café rave phenomenon – think European summer days at outdoor café destinations characterized by leisurely morning coffee runs, cappuccinos before noon and espresso martinis at sunset.
“South Africa is one of our most vibrant and loyal markets, and the DW Café Cape Town is a tribute to that connection. Inspired by the trust and enthusiasm of our South African community, we wanted to create something truly special, an experience that goes beyond retail.” says Tobias Kvick, B2B Marketing Manager at Daniel Wellington.
“The DW Café is a curated space where our brand’s essence comes to life: timeless design, minimalist elegance, and lifestyle expression. It’s a way for us to connect with our audience in a more personal, experiential way; celebrating the love between Daniel Wellington and South Africa through coffee, culture, and community” continues Kvick.
Over the course of two days, Friday, 17 October and Saturday, 18 October, the DW Café warmly welcomed members of the public to tap into their Good Taste by stepping into a curated space where time slows down and sophistication takes centre stage. The vibrant brand experience took place in three bursts; early morning; mid-afternoon and late afternoon into the early evening, making it an unmissable and Instagrammable pit-stop.
“We want guests to walk away feeling inspired, not just by our products, but by the atmosphere, the details, and the energy of the space. The DW Café is designed to be a moment of good taste, where timeless design meets contemporary culture” says Kvick.
The Daniel Wellington brand ethos champions passion for minimalist design and high-quality materials. By reimagining the traditional premium watches and jewellery segment, Daniel Wellington is accessible luxury and relevant in today's fashion-forward consumers who value quality, craftsmanship, and self-expression.
“Looking ahead to next year, we are launching extensions of our most loved collections as part of the SS26 release, as well as entirely new watch faces and jewellery pieces. Everyone should follow us on social media to stay up to date. Our South African customers and community can also look forward to more experiential brand activations,” proudly remarks Rebecka Jonsson, Head of Marketing at Daniel Wellington.
The DW Café is a glimpse into the future of Daniel Wellington, where design, culture, and experience merge together. With a growing retail footprint across the country in Ballito, Cape Town, Durban, Johannesburg and Pretoria, South African consumers and tastemakers alike can expect more immersive brand moments, versatile new collections, and continued innovation in celebration of style and self-expression.
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