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Timex to shed macho image

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Timex to shed macho image

Timex Watches Ltd has embarked on a plan to change its masculine image and would launch it’s new steel collection for women next month said Salil Sadanandan, the company’s vice president, marketing.

This is in acknowledgment of ‘woo the women’ becoming the mantra in the marketing world. The design of the new range would be sporty and bold, different from the conservative design watches in the market now, said Sadanandan. He added that the watches would have experimental, innovative and individualistic designs.

In 2006, Timex will introduce its international fashion watch brand Opex Paris in India.

The company is also scouting for a person to endorse the brand. “We’ll finalise the endorser in a month. She will either be from the glamour world or a sportswoman but she will have to be a style icon,” said Sadanandan.

Australian cricketer Brett Lee has been endorsing Timex for two years and the brand found an unwitting endorser in US President George W Bush recently who admitted to wearing one during an interview.

The steel range would be launched one year after the launch of Timex’s watches for women. Sadanandan said the company would bring out more collections for women more frequently. The women’s watch segment is growing faster than men’s, with new brands entering the market and women becoming more style conscious.

Timex currently has digital watches and jewellery watches for women. Women’s watch segment constitutes 40-45 per cent of sales for Timex, as is the norm in the industry.

Timex claims to be the first in the country to launch a fashion watch. With the launch of its Big, Bold and Beautiful range of watches for men and women three years ago, it ushered in the era of watches being looked upon as accessories and fashion products, said Sadanandan.


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