MUMBAI/BANGALORE: For watch makers all over the world, keeping time accurately as a unique selling proposition is passe. With a number of gadgets like mobile phones, computers, cars and televisions showing time, the utility value of watches has diminished. In keeping with the times, watch makers are altering their marketing strategies towards branding a watch more as a premium fashion accessory.
Companies have felt the need to go for this makeover because of the changing aspirations of the consumer. Today's consumer wears a watch on the wrist not merely to keep tabs on time but to flaunt it as a piece of branded jewellery.
"Watches for men are certainly a premium piece of jewellery. Just like women wear bracelets or rings, men opt for watches. For a man, a fancy watch on his wrist, a Mont Blanc pen in his pocket and a nice car in his garage are signs of having arrived in life. All these luxury products are purely aspirational," said Jay Makhijani, business development head, DiA Precious Jewellery, a franchisee for leading luxury watch brands.
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