×
185
Fashion Jobs
ACTIVEWEAR & TECHNICAL TEXTILE DIVISION
Production Manager (Apparels/Garment)
Permanent · Ludhiana
WINGS PHARMACEUTICALS
Area Sales Manager - Generic Division
Permanent · Jaipur
ADECCO INDIA PRIVATE LIMITED
Job Opening For Area Sales Manager Role For Mnc Company
Permanent · Bengaluru
VISAGE BEAUTY AND HEALTH CARE
Area Sales Manager (Cosmetics/Skin Care Retail General Trade)
Permanent · Chennai
FORTUNE HR SOLUTIONS
General Manager - ie
Permanent · Tiruppur
ALUDECOR LAMINATION PVT LTD
Area Sales Manager - Patna
Permanent · Patna
JOB INDIA
Asst. Manager E-Com Operations (Garments Retail) Gurgaon
Permanent · Faridabad
RAKSHA PIPES PVT. LTD
Area Sales Manager
Permanent · Chennai
RENEWBUY
Area Sales Manager - Kolkata/Ranchi/Bhubaneswar
Permanent · Bhubaneswar
TRIDHAATU REALTY AND INFRA
Sales Manager - Real Estate (Closing)
Permanent · Mumbai
INFOGAIN
Production Support Manager- Opening
Permanent · Pune
ADD UR CO LLP
Production Manager
Permanent · Chennai
LE HUMAN RESOURCES SOLUTIONS PVT LTD
Production Manager
Permanent · Pune
FIRST MERIDIAN BUSINESS SERVICES
Head Production Manager
Permanent · Gurugram
ADECCO INDIA PRIVATE LIMITED
Sales Manager
Permanent · Mumbai
ALEMBIC PHARMACEUTICALS
Area Development Manager
Permanent · Pune
LEVI'S
Technical Product Manager
Permanent · Bengaluru
THE SEARCH HOUSE (A DIV OF JSD SEARCH HOUSE PVT. LTD.)
Manager Production-Sheet Metal (Laser /Punching/ Press Break)
Permanent · Bhiwadi
ABHAY INDUCTION TECH PVT LTD
Sales Manager
Permanent · Ahmedabad
FREELANCER PRATIK PARIKH
Opening in Leading Life Insurance Company/ Area Business Manager
Permanent · Gandhinagar
MANISHMEDI INNOVATION
Area Sales Manager
Permanent · Hyderabad
OJB HERBALS
Area Sales Manager
Permanent · Ranchi
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.