Titan Industries Ltd has launched its ‘Heritage Collection’ to mark the 60th year of Indian Independence. The designs, inspired by the country’s historical monuments, have been done by designer Abhijeet Bansod. The collection has nine themes and 13 watches both for men and women. The cost of the watches range from Rs 3,750 to Rs 8,000.
The ‘Titan Heritage Collection’ showcases designs inspired by Taj Mahal, Konark Sun Temple, Lakshmi Vilas Palace, Ajanta, Jantar Mantar, and even Kurukshetra.
In accordance with the marketing strategy of Titan, the collection would be exclusively available in the more than 120 ‘World of Titan’ stores across the country. The new collection is targetted at a mature audience, who have an eye for appreciation for fine things in life.
“This collection is not meant for the youth, as we already have the ‘Fast Track’ collection. This is primarily for those above the age of 25, and is proud to be an Indian. What product can capture the awakening India better than a watch? This is a time when the Indian talent and economy is making us proud. This is also the occasion when Titan is celebrating its 20th anniversary,” said Bhaskar Bhat, MD, Titan Industries Ltd.
Titan would undertake a 360-degree route for promoting this new collection, but Bhatt said that the primary focus would be on print campaigns.
When asked about the high visibility of foreign watch brands in India and thereby the competition that Titan may face, Bhatt replied, “Although the foreign brands do a lot of advertising and therefore their visibility is high, they account for a mere 0.5 per cent in volume sales, with all foreign brands put together in India selling around 25,000 watches. On the other hand, Titan alone sells 10 million watches a year.”