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Titan launches new range of designer jewellery watches

07-August-2004
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Titan launches new range of designer jewellery watches

If you are preparing to tie the knot this season, pamper yourself to be adorned with intricate gold designs and a spray of diamonds. Titan Industries, on Friday, launched four new collections of designer jewellery watches under the Nebula range for the bride. The high-end collection – purely diamond or ruby studded, and some with a mix of diamonds and rubies, was unveiled at the ‘Celebrating Vivaha 2004’ by TV actress Gauri Pradhan. The new collection is priced between Rs 35,000 and Rs 40,000.

The Nebula watches are crafted from 18-carat gold, embellished with precious stones and crowned with sapphire crystal glass. “The new watches are the perfect choice for a bride’s trousseau,” says Assistant Brand Manager Simeran Bhasin. “Most women skip the watch as an accessory during the wedding because it really doesn’t match with the rest of the outfit and the jewellery. That is what made us come up with the new Nebula collection,” she says.

The new collection comes in four styles – an elegant single spine ‘kada’ – set with 20 brilliantly-cut diamonds, a double spine ‘kada’ – embellished with 22 rubies interspersed with diamonds, and a bracelet style that comes in two versions – an all diamond version with 28 sparkling diamonds and an all-ruby version with 28 exquisite rubies.

“The Nebula range of watches falls between Rs 8,000 and Rs 51,000. The new collection is priced between Rs 35,000 and Rs 40,000,” Bhasin said, adding, “We are also introducing a lot of promotional offers for the customer during the period of exhibition. Offers like Rs 1,000 off on a watch priced up to Rs 20,000 and a customer would get Rs 3,000 off on a watch priced beyond Rs 20,000. But this offer is valid up to the four days of exhibition.”

Referring to the celebrity endorsement for the product, Bhasin said, “We wanted to use a celebrity who would transfer the values to the brand. Gauri is a person who embodies a blend of sophistication and traditionalism. These are the values that represent our brand. So, she is a complete fit.”

The brand is being catered to a niche audience. “Nebula stands for exclusivity. Nebula is a galaxy, and just as the name suggests, we want to make it aspirational. So it is a premium segment that we have targeted. Unlike other watches, Nebula is an asset, which has lifetime warranty and can be passed on from generation to generation. That is how we have placed the brand,” says Bhasin.

Speaking on the advertising strategy, she explains, “We are using the media tactically. We are not using TV as a medium. We are basically looking at below-the-line marketing. We plan to come up with offers during the gold buying season depending on the region. For instance, at the time of Akshaytritya, Gudipadwa and such other auspicious seasons when the gold buying is at the peak, we plan to come up with promotional offers. For instance, at exhibitions like this we plan to launch products and come up with new offers.”

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.