"Swiss quality and American technology with an Italian flair." That's how Oval Concepts describes itself.
"It is our intent to provide quality products in the tradition of a Swiss watch. It is our intent to service you in the tradition of a five-star Swiss hotel. It is our intention to give you piece of mind in the tradition of a Swiss insurance company.
"It is our intent to use our American ingenuity to supply you the strongest, lightest, safest, and best performing products currently available using technology developed for mountain bikes, triathlon bikes, road bikes and even formula 1 cars."
The Oval Concepts carbon-fibre aero fork was created by US IBD and go-fast guru John Cobb, the man who advises Lance Armstrong on his bike position.
The full Oval product range will be distributed by Upgrade Bikes Ltd of Henfield, West Sussex, the DMR, Kinesis and Dirtyhabit distributor.
“Oval Concepts have some great designs and some new ideas," said Upgrade's co-founder, Matt Riley.
"With the support of designers like John Cobb, Oval has a product line with many quality design and technical benefits, in addition to being attractive, sensibly priced and well marketed.” says Matt Ryley, Upgrade’s co-founder.
The first shipment will be arriving in the UK at the end of February and will be on display at both the Sandown and the Harrogate Ba/Hyde trade shows in March.
"We are confident that UK dealers will be as excited about the Oval product range as we were when we first saw it,” said Riley.