Sanaz Kröger (Head of Sales at NXT Level Brands) on favourite places, Karl Lagerfeld and sustainability

Sanaz Kröger (Head of Sales at NXT Level Brands) on favourite places, Karl Lagerfeld and sustainability

NXT LVL was an exhibitor for the second time at INHORGENTA 2025. Like the jewelry chain Christ, the company is a subsidiary of the Italian Morellato Group and markets several private labels and licensed brands.

Sales Manager Sanaz Kröger spoke exclusively with INSIGHT at INHORGENTA 2025.

INSIGHT INHORGENTA: Apart from your own booth, where is your favorite place at this year's Inhorgenta?

Sanaz Kroeger: It's primarily this stand, of course. But since Munich was kind to us again this time, it's also great to step outside, take a short breather, and squint in the sun. So, the bench out there is also very nice.

II: How many brands does NXT LVL currently distribute to jewelers, and what is the focus: jewelry, watches, private labels, licensed brands?

SK: We now have six brands on the German market, starting with Maserati watches and jewelry. Then there's Jette Joop and her jewelry collection, Daniel Wellington, Esprit, and Morellato watch straps. Morellato became famous with watch straps.

And this year we launched the Karl Lagerfeld watch and jewelry collection, and we are delighted with the positive response from the market.

II: What distinguishes Karl Lagerfeld’s collection?

SK: As a German designer, Karl Lagerfeld is of course particularly important, but he has also achieved great renown worldwide. Furthermore, he enjoys very positive connotations as a person, and this is reflected in the brand.

Accordingly, the watch and jewelry collection is closely aligned with his style, reflecting all the iconic stylistic elements that define Karl Lagerfeld as a person and a brand. At the same time, this collection represents affordable luxury. The target audience is style-conscious, female, and roughly between the ages of 25 and mid-50s.

II: Karl Lagerfeld and all the other brands in the NXT LVL portfolio are also sold by the sister company, Juwelier Christ. Isn't that a competition for the brand?

SK: I don't see it that way at all. Actually, many companies are already doing this. And I think it actually leads to mutual reinforcement. Because the more often a brand is visible, the better it is for the brand and its awareness. So no, I don't see any competition there.

II: With the Morellato Group, NXT LVL has a large jewelry chain and a manufacturer as its parent company. How can your customers, who are jewelers themselves, benefit from this? For example, in terms of product range advice and service?

SK: There are primarily two aspects to consider here. First, we are an internationally operating company, meaning we operate in various markets. My colleagues from abroad and I work closely together to identify trends early on, which allows us to positively influence the collection.

On the other hand, it is the fact that we have already gained a foothold in the German market, have proven product ranges and can therefore give a clear product range recommendation to specialist retailers and our customers.

II: Christ, Morellato, NXT LVL – you have a comprehensive insight into trend developments. What can we expect in the watch and jewelry year 2025?

 SK: Good question. I think the issue that stands above all of this is sustainability. On the one hand, it's a topic that concerns us not only in the watch and jewelry industry, but society as a whole.

Sure, there are trends like boho, smaller or square watch cases, which we also sell, or statement pieces. But the topic of sustainability is more than just a trend, and I therefore see it as a clear focus for us.