×
174
Fashion Jobs
RYPE FINTECH PRIVATE LIMITED
Opening For Channel Sales Manager
Permanent · Bengaluru
PEOPLE ALLIANCE WORKFORCE PRIVATE LIMITED
Asst. Manager Quality / Quality Line Officer- Garments Industry
Permanent · Bhiwandi
ANJNEY
Sales Manager/ Area Sales Manager - Industrial Products
Permanent · Ahmedabad
SH MATRIX ENTERPRISES
Sales Manager
Permanent · Gurugram
PROPERTYXPO.COM
Area Sales Manager| Real Estate Portfolio Management | Gurgaon
Permanent · Gurugram
DLIGHT ENERGY PVT. LTD.
Hiring For Area Sales Manager | Pune/ Nagpur | d.Light Energy
Permanent · Pune
NATURELAND ORGANIC FOODS PRIVATE LIMITED
Area Sales Manager (Chennai)
Permanent · Chennai
NATURELAND ORGANIC FOODS PRIVATE LIMITED
Area Sales Manager (Maharashtra)
Permanent · Mumbai
EXTRAMARKS EDUCATION
Area Sales Manager- B2B Sales
Permanent · Nashik
OLIVE GREEN CONSULTING LLP
Urgently Looking For Area Sales Manager
Permanent · National Capital Region
DEEP CHAND DIALYSIS CENTRE PVT. LTD.
Immediate Joining For Area Sales Manager @ Kolkata
Permanent · Kolkata
MEDLEY PHARMACEUTICALS LTD
Area Sales Manager/ District Manager - Bhopal
Permanent · Bhopal
DREAM HOME PLASTO WARE IND
Production Manager
Permanent · Alwar
MEDLEY PHARMACEUTICALS LTD
Area Sales Manager/ District Manager - Bhopal
Permanent · Bhopal
EXTRAMARKS EDUCATION
Area Sales Manager- B2B Sales
Permanent · Nashik
TITAN BIOTECH LIMITED
Area Sales Manager
Permanent · Hyderabad
OPERA CLOTHING PRIVATE LIMITED
Production Manager For Garment Manufacturing Factory
Permanent · Daman
LEVI'S
Associate Sap Ptp Business Analyst
Permanent · Bengaluru
FEDBANK FINANCIAL SERVICES LTD
Area Sales Manager For Gold Loan - Chennai
Permanent · Chennai
DR MEDITECH SURGICAL AND DIAGNOSTICS INDIA PVT LTD
Production Executive / Production Manager (Biochemistry & Hematology
Permanent · National Capital Region
INFEXN LABORATORIES PRIVATE LIMITED
Medical Representative/ Area Sales Manager
Permanent · Navi Mumbai
ELLIOTT MOSS
IT Sales Manager
Permanent · Mumbai
By
Reuters API
Published
May 17, 2018
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Swiss watchmaker Richemont launches lower priced brand to lure millennials

By
Reuters API
Published
May 17, 2018

Luxury goods group Richemont has launched a new watch brand, Baume, offering trendy time pieces priced in the hundreds rather than the thousands of dollars to lure young people away from their smartphones for reading the time.


Richemont



Swiss watchmakers have seen sales improve recently, after a prolonged downturn, but are struggling to reach young people who wear no watch at all or a connected Apple Watch and want online services luxury watchmakers have been slow to embrace.

The new Baume brand will be sold exclusively online with prices starting at $560 (415.5 pounds), a clear indication it is aimed at younger customers. It will also try to appeal to their "green" conscience by using no animal-based or precious materials and only paper and cardboard for packaging.

Richemont's watch business consists of high-end brands, such as IWC or Jaeger-LeCoultre, that cost thousands or even tens of thousands of dollars and are still mostly sold in traditional brick-and-mortar stores.

Luxury watch brands have only belatedly embraced digital marketing and distribution and are still seeking answers to the emergence of smartwatches such as Apple's Apple Watch and the younger generation's dwindling interest in traditional watches.

The Baume brand, officially launched on Tuesday, offers unisex watches in a minimalist design with watch straps made of recycled materials. There is also a customisable series where users can choose from over 2,000 permutations through an online configurator, the brand said in a statement.

Baume said it was "drawing experience and insight from the rich watchmaking history across the Richemont group" and was focused on "encouraging individuals to participate in a design-led global conversation".

"Maybe they want to try and become relevant for younger consumers," Exane BNP Paribas analyst Luca Solca said.
"They are using selling themes that should resonate well with millennials, at first sight. This could serve as the 'access step' into the category," he said.

Richemont reports full-year results on Friday.

The group recently made an offer to acquire online retailer Yoox Net-a-Porter and has started selling more luxury timepieces online.

 

© Thomson Reuters 2022 All rights reserved.