Titan to turn its focus on women

Titan to turn its focus on women

Author | Source: The Economic Times | Thursday, Feb 15,2007 7:42 AM

Titan to turn its focus on women

Titan Industries' has decided to turn its focus on women. The company will expand its range of ladies watches under Xylys, a premium brand launched last year.

“We have decided to bring in a number of new models to add to the Xylys range of watches for ladies,” Ms Suparna Mitra, marketing-head, Titan & Xylys told ET. Xylys has notched up sales of close to Rs 10 crore in less than a year of its launch.

Titan plans to sell the watches through departmental store chains in future, though the Xylys brand of premium watches are now sold only through Titan World outlets and select multi-brand outlets. Priced between Rs 8,000-Rs 30,000, it competes with the mid-priced range from Swiss brands like Tag Heuer, Tissot and Rado.

Assembled and manufactured by MultiTime, a Swiss company with a 80-year heritage of watchmaking, Xylys aims to fill a void in the market for premium watches. “So far, we seem to have achieved the right brand positioning,” Ms Mitra said. The premium watches segment is growing at a rate of 20% per annum in the country.

The Xylys range has three collections -- classic, contemporary and sport. While sales in the men's collection seem to follow a trend, sales in the ladies segment do not seem to follow a well-demarcated pattern, Ms Mitra said. A look into purchasing patterns shows that the lines between classic, contemporary and sport, tend to get blurred when a lady purchases a watch for herself, she added.

Targeted at the confident, 30-something generation of unconventional yet self-driven achievers, Xylys marked Titan's foray into the Swiss made watch segment in the country. With an increasing number of today's women seeking unique personal identities that reflect their values, Xylys will target the distinctive young woman by offering her a wider range.

Titan Industries unveiled the brand in February 2006 in Delhi, Mumbai, Bangalore and Hyderabad. It was followed by launches in Surat, Chandigarh, Kochi and Jaipur. It was launched in the city on Wednesday by brand ambassador, actor Rahul Bose. Besides Kolkata, a second round of metros targeted for the launch that also includes Pune and Chennai.

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