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P A Time Industries, India's 2nd largest selling watch brand, launches SSTEELE

Announcement  |  Corporate 

An exciting new range of premium stainless steel watches with European designs targeting India’s youth

PA Time Industries, the creator and owner of Maxima, India’s 2nd largest selling watch brand, has announced the launch of an dazzling new range of watches named SSTEELE, which has over 50 distinct models ranging from classy and elegant to daring and glamorous. Primarily targeted towards the young males and females in urban and semi-urban areas, the impressive SSTEELE watches are made up of pure stainless steel and are affordably priced between Rs.1250 – Rs.3200. SSTEELE watches have the distinct imagery, up-market contemporary feel and the attitude that the young Indians will surely find irresistible.

According to Mr. Manjot Purewal, Director, PA Time Industries, “We are extremely excited to launch our SSTEELE range of watches. We expect SSTEELE to turn out to be a trendsetter and yet another key milestone in the success story of our company. We are confident that SSTEELE will capture the imagination of young Indians across all major cities and smaller towns in the country.”

The SSTEELE range of watches incorporates PA Time Industries’ commitment to quality and has been designed by renowned international watch designers in Hong Kong. These watches are being manufactured at the facilities of PA Time Industries both in Hong Kong and India. The company plans to refresh the entire SSTEELE range from season to season and introduce new models while phasing out the old ones.

The SSTEELE range of watches from PA Time industries is a result of an extensive 2-years research by the company on the demographic profile, aspirations and wants of its target audience.

“Our research revealed that the aspirations of India’s youth remain the same across different tiers of cities. The research also revealed that European designs are much in demand, which till now was primarily being catered to by the grey market without any assurance to quality or after sales service. We are confident that our contemporary designs with European class and feel will be appreciated by the youth in the country and will provide us with the leverage to capture further market share,” added Mr. Purewal.

PA Time Industries intends to ramp up its branding, sales and marketing activities through comprehensive marketing activities, both above and below the line, so as to effectively get across its message to its target audiences. The company’s marketing plans for the current year include advertising in print and TV media, participating in industry and consumer exhibitions, road shows, shop-in-shop tie-ups amongst others.

“The objective is to create, reinforce and sustain the brand equity for SSTEELE by creating the right marketing mix in terms of product, price, promotion and place (Channel),” Mr. Purewal further added.

PA Time Industries has already put a robust distribution network in place for the SSTEELE range of watches and will make them available in over 50 key cities and towns across the country in the first phase. In the second phase, the company will expand the reach to over 30 more cities and towns by the end of this financial year.

“PA Time Industries is well renowned for its innovation, technology, quality, cutting – edge design and the sheer variety of its watches. It is time for us to reinforce these characteristics to our customers while showcasing our value proposition on product performance and the service capacity of the company and enable it to touch new heights of success,” concluded Mr. Purewal.

About PA Time Industries

PA Time Industries is the creator and owner of Maxima, the 2nd largest selling watch brand in India. In the early 1990, Mr GS Purewal, Chairman PA Group of Industries set up P.A. Time Industries to manufacture electronic watch components and quartz wristwatches. Maxima was born in 1996 and was the result of a vision to deliver a product that was accurate, reliable, guaranteed for quality, backed by impeccable after sales service, a national brand, and above all, honestly priced at Rs 350. The success of Maxima’s single point communication of being India's first guaranteed waterproof watch at Rs 350 created history of sorts in establishing its brand equity and boost its brand recall amongst the target audiences.


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First Published: Wed, July 29 2009. 18:20 IST