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Titan launches Titan Edge

24-May-2002
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Titan launches Titan Edge

Titan has launched Titan Edge, slimmer than the slimmest watch in the market today, Swatch Skin. It has taken four years and Rs 3 crore to make Edge.

It is marginally thicker than a credit card and it claims to be the slimmest watch in the world. Titan has launched Titan Edge, at 3.5 mm, it is 0.45 mm slimmer than the slimmest watch in the market today, Swatch Skin. A standard watch is usually 8-10 mm thick. Priced between Rs 4,495 and Rs 4,995, Titan Edge has several other firsts.

Its movements are 1.15 mm slim; it is water resistant up to 30 metres and has a battery life, which is double the life of a normal battery. Titan is taking its creation to the Guinness Book of World records soon.

Claiming it to be a technology marvel, the company source said that it took four years and Rs 3 crore to make Edge. Titan expects to garner around Rs 15 crore from selling Edge during the first year itself. Edge has been targeted for those who travel abroad frequently and are in the age group of 25-35.

To test its ruggedness, Titan’s research and development team tied the watch to the front shock absorber of a car and drove it through some of the roughest roads in Bangalore for 125 kms. It came away unscathed. With a tolerance of + - 3 micron accuracy (compared with a usual tolerance of + - 20 microns), it took high-speciality tools to create such a watch.

Titan’s earlier efforts to make a slim watch resulted in a 4.2 mm Classique watch, which is priced around Rs 2,000 and has already sold 0.5 million pieces. Its movement is 1.75 mm slim and the watch was launched in 1996.

In the 1980s, some efforts were made to make a slim watch but they failed to make the grade because of poor water resistance and reliability.

Titan Industries, a joint venture between the Tamil Nadu Industrial Development Corporation and the Tatas, has so far sold 45 million watches and is the sixth largest manufacturer of watches in the world.

Source: Business Standard

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