NXT LVL Brands – Brand strategies in association
You can find NXT LVL Brands at INHORGENTA 2026 in Hall A2, Booth 310.
Cover image: Jewelry by Guido Maria Kretschmer
At INHORGENTA Munich 2026, NXT LVL Brands will present a portfolio that combines established successful brands with targeted new additions. Among others, Maserati (watches and jewelry), JETTE, and Daniel Wellington with a refined focus will be on display. In addition, GUIDO MARIA KRETSCHMER stainless steel jewelry and the Morellato Silver collection, which are specifically positioned for the specialist trade, will also be featured.
The focus is less on pure product presentation and more on the strategic development of brand profiles. “For us, Inhorgenta is the central meeting place for engaging in dialogue with specialist retailers and demonstrating how we develop brands strategically, long-term, and in partnership,” says Sanaz Kröger, Sales Manager at NXT LVL Brands. The portfolio is deliberately curated and geared toward stable ranges that work in everyday retail.
Integration into an international structure
NXT LVL Brands is part of the Italian Morellato Group, which has been developing jewelry and watch brands and establishing them internationally for decades. CHRIST Jewelers and Watchmakers is also part of the group of companies. The combination of brand development, retail expertise, and logistical infrastructure shapes the strategic orientation.
Dr. Gunnar Binder, managing director and spokesperson for CHRIST Jewelers and Watchmakers, describes the strength of the combination of international brand expertise, efficient infrastructure, and a clear understanding of the requirements of the German specialist retail trade. At the same time, NXT LVL emphasizes that the brands themselves are at the forefront—with clear profiles and comprehensible concepts.
Brand profiles at a glance
One focus is on opening up GUIDO MARIA KRETSCHMER stainless steel jewelry for the wholesale sector. After testing in selected key accounts, the brand is now being introduced more widely in specialist stores. The collections are characterized by a clear, emotional design language and are in an accessible price segment. Guido Maria Kretschmer will be present in person at the trade fair and will give insights into ten years of jewelry design during a talk.
JETTE jewelry, designed by Jette Joop, has been rejuvenated in terms of its appeal and brand image. The collections combine clear, feminine shapes with recycled 925 sterling silver and are aimed more at a younger, fashion-conscious target group.
Jette – Jewelry
Maserati remains positioned in the portfolio as a sporty, elegant brand with clear design references to the automotive world and a focus on men’s models. In the automatic watch segment in particular, the brand focuses on offering good value for money.
Daniel Wellington is evolving towards a broader, more fashion-oriented target group. Models such as the compact Quadro Mini series are examples of this change of course.
Morellato Silver is another established brand making its debut at INHORGENTA. Made from recycled 925 silver, the collection combines Italian design with a clearly structured POS concept.
Jewelry from the Morelatto Silver Collection
NXT LVL Brands’ trade fair appearance illustrates an approach that focuses less on short-term impulses and more on long-term brand management. INHORGENTA serves as a platform for exchange and positioning—with a portfolio that addresses different target groups and is also embedded in a larger international structure.
