Swiss Watch Firm Roamer Lines Up Gradual Spread

Roamer Watch Co S A, the Switzerland-based watchmaker, plans to adopt a wait-and-watch strategy after having launched its products in the city besides Delhi, Lucknow and Bangalore.

The company intends to initially assemble 100 models in the country. During its first year of operations the Swiss watchmaker plans to assemble 18,000 wrist watches and gradually increase the number as the market widens.

"We don't want to rush into anything," said S M Chainani of Nino India. Nino India will be marketing the Roamer brand in the country.

The watches will be priced between Rs 3,500 to Rs 17,000. Of this about 70 per cent will be in the Rs 6,000 price range.

 

"We are basically aiming at the lower end of the high-end market," Chainani said.

This is, however, not the maiden launch of the Roamer brand in the country. During the 1960s the brand was a household name until the quartz craze caught on.

Five or six Swiss brands, of the mechanical variety, which were already in the Indian markets then, could not keep up with the times and gradually slipped out of the market, explained Chainani.

However, with the recent opening up of the economy there will again be a surge in Swiss watch brands, he added.

Nino already markets Piaget watches in India. While the Roamers will initially be assembled in India, Nino plans to import them directly when government restrictions are lifted.

Significantly, the Mumbai launch has been delayed for the time being.

Explaining the rationale behind the move Chainani said, "There are many premium brands already in the fray in Mumbai, easily the largest market.

However, with the present currency crisis it has been considered prudent to hold back for now and make a launch when the risks are lower."

Nino intends to launch the Roamer brand in about 15 cities. The advertising campaign for each city would vary with the specific requirements of that area. "We do not have a very big advertising budget," he said.

The marketing network for the brand consists of retail outlets who have been signed by the company. Servicing agents have also been formalised in the respective cities.

"We have also signed up servicing agents in cities like Chennai, Hyderabad and Mumbai, where the launch has not yet taken place," Chainani added.

The Roamer watches will be on display at an exhibition in the city from December 23-24.