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V. Rishi Kumar

"As a back-end support activity, the Club Timex encompasses periodic product training programmes to keep counter salespersons on their toes."

HYDERABAD, Dec.16

RIDING on the yuppie exuberance and leveraging emerging lifestyle trends, Timex, one of the largest watch companies in the US and Canada, is set to launch about 100 exclusive outlets styled Club Timex which seek to provide a new retail experience. The first such outlet was opened here by former Indian cricket captain Mohammad Azharuddin.

The Managing Director of Timex, Mr Kapil Kapoor, told Business Line that Timex planned to open Club Timex to 100 locations by March 2003 at an investment of Rs 4.5 crore. "Club Timex is the new face of the Timex brand. We have some incredible point-of-purchase experience. The Club Timex will call out to you wherever you go shopping," Mr Kapoor said.

According to him, the new retail format creates customer delight with a snazzy ambience, a dazzling array of select brands, new Timex range and prompt service and spares for the full range of Timex customers — past, present and future. As a back-end support activity, the Club Timex encompasses periodic product training programmes to keep counter salespersons on their toes. This will also incorporate a toll-free number for customers to act as a one-stop point for queries and help in extending post-purchase service, he said.

Timex, where 83 per cent equity is held by the US parent, and the rest by Indian shareholders, expects to market about 1.4 million watches this fiscal, up from about 1.2 million last year. The company business has recorded about 20 per cent growth last year despite the general slowdown and lower retail business growth, Mr. Kapoor said.

"Though cheaper watch import, particularly from China, is a matter of concern, we believe that this is just a temporary problem. However, in the medium term, all those who pick up cheaper watches will surely upgrade to branded watches," he said. "We are focussing on the high-traffic area where Timex plans to bring the latest trends in big watches. Timex is the only international brand that offers watches at sub-Rs 2,000 prices which is an attractive value proposition for any watch lover."

Mr Kapoor said the company was set to record profits by next year. Though it exports just about 3-4 per cent, particularly to the US and Brazil, this may go up further over the next two-three years. "We are also establishing a unit in China to leverage the advantages of location and costs," he said.

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