Not a ‘watch supplier’, but a veritable ‘watch making brand’ – that is how Bangalore-based Hourglass likes to be known as. An offshoot of the South Indian Watch Company, which owns the SIWA brand of watches, Hourglass has launched itself in the niche gifting segment, with collectibles that demonstrate ‘sheer elegance and classicism’.
“Gifting is still a growing segment in the country and there is no brand yet that can be recalled as a top of mind gifting brand. Most people have to browse through a range of brands to come up with an appropriate gift for an occasion,” said Gajendra Singh, Manager, Retail Operations, Hourglass.
Realising this need gap, Hourglass has positioned itself as a premium luxury gifting brand that would cater to a large age group covering most occasions.
The 14-month old company has four ranges of offerings, which are categorised as work essentials, home essentials, cocktail essentials and golf essentials. From steel to crystal, these collectibles are crafted elegantly keeping a premium target audience in mind.
Test marketed in Bangalore-based Lifestyle, Hourglass products received a tremendous response from consumers, and today retail from 45 premium outlets across the country. Hourglass was high on design and finish and this, according to the company, was its differentiating factor.
The distribution strategy was done in a phased manner. First, the company took the MBO route, and has presently ventured into setting up kiosks in select shopping malls and retail outlets across major metros. The next step in expanding it distribution would be opening up franchisee outlets. Hourglass has appointed top designers from the industry to work on it identity and the collections.