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Citizen plans big push for Eco-Drive range

Citizen plans big push for Eco-Drive range

Author | Source: Business Line | Tuesday, Mar 20,2007 9:49 AM

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Citizen plans big push for Eco-Drive range

Premier Japanese watch manufacturer Citizen Watches is focusing on sales of its Eco-Drive range of watches in India, and expects to ramp up sales over the next three years, while its holding company Citizen is entering the economy segment through its wholly-owned subsidiary Japan CBM India Pvt Ltd.

Mr Hideaki Nakazaki, Managing Director, Citizen Watches India Pvt Ltd, said that the eco-friendly watches currently accounted for 20 per cent of its sales by volume and 47 per cent of its sales in terms of value.

"We are targeting 80 per cent volume and 90 per cent value from them by 2010," he said, pointing out that nearly 30 million watch batteries are discarded every year and ended up adding chemicals to the environment. The Eco-Drive range runs on any light source obviating the need for a battery, and has a calendar programmed for 100 years and its collections include the Promaster series, Moon Collection, Stiletto for men and Kareena's collection, Forever Diamonds Collection for women. Cricketer Rahul Dravid and film actor Kareena Kapoor are ambassadors for the products.

While Citizen Watches priced between Rs 4,000 and 40,000, addresses the premium and super premium watch segments in the country, Japan CBM has recently launched its Q&Q range in southern India and proposes to initiate a national launch in the days to come. Priced between Rs 500 and Rs 2,500, these will address the lower end of the watch segment.

In the city for the opening of the renovated and expanded First Citizen showroom in Pune, and the 39th in the country, Mr Nakazaki said that the company planned opening 150 such exclusive stores in India by 2010.

Tags: e4m

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