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Off the beaten track

Watchmaker Timex is looking to leverage its wide offline sales network to tap a market waiting to take off

Sangeeta Tanwar 

Conventional wisdom says every brand - specially the mass players - would like to ride the e-commerce wave to bring in the volumes. But Timex is taking a detour and instead betting big on the offline sales network to shore up sales of its wearable devices. "Selling online limits the experience," says Anupam Mathur, head, marketing and sales, Timex Group India. "Consumers can't touch and feel the product. Being a young category, first-hand experience is key." And to that end, Timex wants to leverage its extensive retail footprint to showcase its wearables ...

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First Published: Mon, October 10 2016. 00:10 IST
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