Concord in new drive to push brand >

10 january 2008

Concord in new drive to push brand

Article & Photo By: TheStraOnline 
ZAZALI MUSA (Thursday January 10, 2008)

SINGAPORE: Concord Watch Co SA is embarking on a new marketing strategy to push its brand to the forefront of the luxury watch market worldwide. 

President Vincent Perriard said the company was producing just one watch design for each launch to cater to the worldwide market and not different designs for different markets like before. 

"We are also limiting the number of Concord watches under its new launches.  

Vincent Perriard with the C1 Chronometer series.

He was speaking to StarBiz during the regional launch of the Concord C1 Chronometer watch series to commemorate its 100th year anniversary at Sentosa Island last month. 

Perriard said Concord watches were becoming collectors' items again and those in possession of the watches knew that the value would appreciate over time. 

He said Concord watches had been around for 100 years but the brand had not properly marketed and positioned itself lately.  

"Personally, I admit that the brand had been sleeping in the last five years and it is now time for us to wake up again," he said.  

Perriard said that during those years, other luxury watchmakers were aggressively strengthening and positioning their brands but Concord remained "static and idle". 

The company was also highly selective when distributing worldwide, he said, with only 92 retail outlets selling the brand. 

The C1 Chronometer series is available in Malaysia at Cortina Watch outlets in Kuala Lumpur and Penang.

and more from: Gulf Times