TechnoMarine revitalises brand — CEO
LONDON, November 1, 2009 – Swiss group TechnoMarine is re-energising its brand via a new marketing strategy to make its watches “cool” again, its new Chief Executive Officer Vincent Perriard said.
Vincent Perriard, Chief Executive Officer, TechnoMarine
“If you don’t bring something unique, you won’t excite the trend-setters’ market,” Perriard told Jewellery Outlook in an interview during a business trip to London.
“TechnoMarine has to be a great package of marketing, product and content,” he added.
“We want to make this brand cool again. TechnoMarine is all about fun – joie de vivre.”
TechnoMarine watches express “low end meets high end” – plastics combine with diamonds and other raw materials in exciting contemporary designs – and can be used for everyday or leisure wear.
Retail price points range from $300 to $3,000 for core collections, and for exclusive collections go up to $15,000.
Perriard joined the privately owned Geneva-based TechnoMarine earlier this year, tasked with giving new energy to the brand which had drifted, although sales had been resilient despite the global economic crisis.
He said he was determined to rebuild the group’s retail outlets in Western Europe, North America and Asia, notably China and Japan.
TechnoMarine has established a strong retail presence in Latin America, with 36 standalone boutiques in Central America.
TechnoMarine should appeal to affluent “trend-setters” who may already have a Rolex or a Panerai, and are looking for a distinctive weekend watch, as well as to more mainstream customers who want a watch for every day, such as the brand’s UF6.
The brand is now considering involving celebrities with some of its watches.
“We want to involve celebrities in design,” Perriard said.
TechnoMarine, which plans a new advertising campaign in 2010, is currently hiring talent in design and marketing to push forward its vision for the brand.
“We want to have high skilled people with great experience,” Perriard said.