Timex Watches has targeted a growth of 25 per cent this Diwali over that achieved in the last festive season, said Salil Sadanandan, VP-Marketing, Timex Watches Limited. “For the festival season we have allocated Rs 4-4.5 crore for marketing and advertising activities,” he said.
Commemorating the completion of 150 years of the Timex brand, the company has launched the Timex 2004 Festival Collection. The collection comprises 150 new styles for both men and women. The range essentially continues the steel look with bold contemporary forms, accentuated by soft, skin-friendly leather straps and integrated metal bracelets.
Said Sadanandan, “This new collection reflects our passion for bold designs and contemporary styling. We are confident that this range will find favour with the young, lifestyle-conscious consumers who love to sport fashion and technology on their wrists.”
Asked on other promotional offers being offered, he said, “This time we are offering a price-off upto 40 per cent on all Timex models. The company is advertising the offers through the mainstream media like print, television, etc., and the price discounts are also being communicated by point of sales, etc.”
Interestingly, Timex has used Brett Lee as the brand ambassador for its latest television commercial. On the choice of Lee as brand ambassador, Sadanandan said, “The brand image of Timex has always been young, fashionable and trendy. We wanted somebody to reflect all these values and found Brett Lee to be a suitable brand ambassador.”