Citizen Watches aims to enhance brand image in India

Japanese watch maker Citizen Watches on Friday roped in English cricketer Kevin Pietersen as its brand ambassador as part of strategy to enhance image and visibility in India to grow its business in the country.

"Signing of brand ambassador, launch of new products are part of our plans for brand enhancement, which is our main concern to increase our business in India," Citizen Watches (India) Managing Director Katsusuke Tokura told reporters.

Pietersen is also the company's brand ambassador in various countries, including England and some Middle East countries, Tokura added.

The company is looking at various other measures as well, including introduction of new products, to enhance its brand value in the country.

It is also looking at "shop-in-shop" concept to promote the brand, over and above the 600-plus points of sale and 20 exclusive showrooms.

"We are looking at enhancing shop-in-shop concepts near key retailers as they have strong relationship with consumers. This concept (shop-in-shop) would help us enhancing brand image," Tokura said.

Citizen currently has around 50 shop-in shops across major cities in India and the plan is to add about the same number in the near future, he added.

"Currently, we are focusing on major cities only but going forward would also look at tier II cities," Tokura said.

The Japanese firm, which sells around 600 models of watches in India, expects its 'Eco drive' range of watches to propel its business in the country.

"We would like to enhance sales of high value products like Eco drive...Earlier this range was just 20-30 percent of our revenues, now it has become more than 60 percent," Tokura said.

He added that around 50-70 new models were being launched in the country every year.

Tokura also termed India as an important market for Citizen Watches.

"Asian countries are the area which everyone considers a market with huge growth...India is one of the important markets for Citizen," he said.

Citizen Watches India Pvt Ltd is part of Japan's Citizen Watches Holdings Co Ltd, a USD 3 billion company.