Timex Watches Ltd. (TWL), a subsidiary of Timex. Corporation of USA, is the 2nd
largest quartz watch brand in the country. Watches account for 89 per.
TIMEX WATCHES LIMITED Background
Innovative products
Brand-building
Timex Watches Ltd. (TWL), a subsidiary of Timex
Timex adopted the strategy of constant innovation
The Superbrands Council adjudged TIMEX as a Super
Corporation of USA, is the 2nd largest quartz watch
to differentiate its products. Timex offers innovations
brand in India. Timex has been chosen from among
brand in the country. Watches account for 89 per
in wrist-based technology because of a strong heritage
cent of the company’s turnover. The company also
in technology.
manufactures watch cases and watch components
• Timex
711 consumer brands that were evaluated under 98 different categories to identify the strongest brands in India. It is one of only two watch brands selected.
invented
and
launched
the
for sales and internal consumption With an employee
electroluminescent technology in the world in
strength of 430+ and a revenue of over US$ 17
1992 – known the world over as the Indiglo
million, it has a presence in 26 countries around the
today.
world including the UK, the US, France, Australia,
• Timex Datalink, Timex Heart Rate Monitor,
Germany, Italy, Holland, Hong Kong, Malaysia
Timex Speed & Distance GPS Watch, Timex
and India.
Digital Compass, Timex MP3 and Timex Internet
TWL started as a JV with Titan because Timex did
Messenger are some breakthrough watches known
not know the Indian market, and wanted to set up the distribution quickly. TWL separated from Titan officially in 2000.
Major player in the organised watch sector Timex is the second largest manufacturer in the organised quartz watch sector in India. TWL commands a market share of 19 per cent in the organised sector.
Factors for success Variety of products Timex watches came to India and introduced a different variety of products to the Indian consumers. The choices varied from casual to formal and in different price ranges. Timex established brand equity in the quartz watch market. Timex has strengthened its position in India with a proper marketing and distribution infrastructure, launch of competitively priced quartz watches and comprehensive after-sales customer service.
for their high-tech features, which have been developed by the company’s R&D team
Sales and distribution infrastructure TWL has created a complete sales and distribution infrastructure backed by an after-sales service network. It has improved its distributor network and opened selective branded showrooms. After-sales service is one of the main strengths of TWL.
Improvement in distribution system To create a good retail experience for consumers and promote its products, TWL has taken a number of initiatives like: • TWL has a network of 300 direct sales dealers, around 20 exclusive showrooms, 70 non-traditional outlets and 4000 retail outlets. According to Timex, people do not prefer single brand shops anymore. So, Timex is increasing multi-brand outlets. • The products are sold through big size retail stores & branded stores in big towns and small retail outlets in smaller towns. • TWL has launched its own branded shop in shop concept called the ‘Club Timex.
Timex has taken initiatives for creating a good brand image. TWL’s policy is to spend on advertisement from their cash flow; since the funds are limited they come up with innovative ideas to build the brand without spending too much on the same.
• Timex is also strengthening its retail coverage. Timex Watches plans to increase the number of Timex shop-in-shops within premium retail outlets across the country from 70 to 300 by 2005, with an investment of about US$ 1 million. The strengthening of its distribution network would provide it with a better positioning in the domestic watch market. • TWL is planning to have the design and engineering group to come to India.
• Adopting a strategy of multi-branding covering the entire market segment. • Signed the Australian cricketer, Brett Lee, as brand ambassador.
Leveraging the India Advantage Leveraging India as manufacturing hub Timex Watches Limited is acting as an outsourcing hub for Timex Watch BV (an arm of Timex USA).
Timex Watches Ltd: AT A GLANCE
TWL is exporting watches in small numbers to
• 2nd largest quartz brand in the country. Over
markets such as the US, Mexico and West Asia.
430 employees. Over US$ 17 million revenues • Timex
Offering shared services • TWL is offering taxing services for Timex global. • Knowledge management – TWL has a person
invented
and
launched
the
electroluminescent technology in the world in 1992, known today as Indiglo
who is gathering information across Timex global and sharing the same from India.
• Factors for success: Variety of products.
• Treasury – TWL has a person coordinating
infrastructure. Improvement in distribution
collections from retail outlets worldwide
Innovative products. Sales and distribution system. Brand-building • Future plans, India: Set up a resource centre
Future plans
at Noida, near Delhi for back-end operations.
• Timex Watches Ltd plans to set up a resource centre at its Noida plant near Delhi. The centre will carry out back-end operations such as software development and other functions for Timex USA.
US COMPANIES IN INDIA
Strengthen retail coverage and distribution network. Bring its design and engineering group to India
