Swiss watchmakers mark time with Indian personalities
Mesmerised by the charisma of our popular icons, the Swiss watch industry, namely the Swatch group, has unleashed a galaxy of Indian stars on the international firmament as brand ambassadors. After all, from marking time, the group, under the leadership of the legendary Nicholas Hayek, has progressed to gaining time and a firm foothold in the Indian watch market.
Rubbing shoulders with the likes of Cindy Crawford, Pierce Brosnan, Martina Hingis and Eugene A. Cernan, the last man to walk on the moon, are our very own Aishwarya Rai endorsing Longines, Mohammed Azharuddin vouching for Tissot, Leander Paes playing for the Rado team and Manpreet Brar for Omega. Shahrukh Khan is only the latest Omega ambassador, launching its presence in India with the opening of an exclusive Omega boutique in the capital's Connaught Place. The reason, according to Hayek, speaking at the annual International Watch and Jewellery Fair in Basel, Switzerland, held early this month: 'India and Indians, with their great culture and emotion, perfectly complement what our watch industry stands for: culture and tradition.'
Says Ravi Thakran, regional general manager, South Asia, Swatch Group: 'We have chosen our ambassadors according to the personality of our brands. Today, it's necessary to project a younger image of ourselves.' So Omega, known as steady and reliable, has added qualities like vibrant dynamism, precision, sophistication and style to its 150 years of heritage. Fits fine on Shahrukh's wrist.
'Longines represents elegance as a way of life,' says Aishwarya, 'there's a timeless quality about it.' With cricket a national obsession, who better to fit the Tissot tradition than Azhar, named worldwide brand ambassador for two years? Last but the most exciting offering from the Swiss is the Rado collection in hues of black. Made from futuristic non-conventional hard material, the watches can only be scratched with a diamond. A challenge to Leander Paes to emerge unbeaten and unscathed?
The Swatch group is looking at India-specific designs and has plans to make a wedding collection in 22-carat gold. But while these high-end watches seem to be all about lifestyle and buying power, the group is assertive about the fact that they would not like to be seen serving just a section of society. Instead, their approach is multilayered, aimed at raising aspiration levels and penetrating other segments of society as well. 'Our focus is on the entire Indian society and India is among our top five priority markets,' says Thakran. Therefore, the group has started getting literally under the Indian skin. Rado has moved into the patronage of art and sculpture; Omega sponsors theatre, having just tied up with Mahesh Dattani.
The group is also moving into the social service sector with donations of money and ambulances to Missionaries of Charity and taking up the responsibility for the maintenance of the Jantar Mantar in Delhi. In addition, they have tied up with nid, nift and iim Ahmedabad for exchange of design and business concepts. A number of Indian watchmakers have also been taken to Switzerland for training.
Fair exchange, what? Even while Bollywood makes merry in Switzerland, Indians, if not on the screen, can start flashing the Made in Switzerland label on their wrists. For it's only the beginning...there's much more ahead. Take your time, take your pick.