Fashion houses target new audience with trendy watches

Fashion houses target new audience with trendy watches

Watches have been given a luxury fashion house makeover over the past few months as the competition to gain a larger share in the jewellery market grows.

Leading fashion houses such as Christian Dior, Louis Vuitton and Chanel have been concentrating on designing luxury watches to target a new kind of customer. Keen to attract new buyers and keep loyal customers, these fashion brands have realised that elegant, designer watches are a sure way to keep revenue high and move their brands forward out of the economic recession.

According to an article in the Financial Times, sales of designer time pieces in China and other parts of the world are rising despite the global economic crisis. This is due to the fact that many customers still see them as investment pieces that will transcend time and fashion trends.

Speaking to the Financial Times, chief executive for Ralph Lauren Watches and Jewellery, Guy Chatillon has noticed that a lot of new customers are snapping up the designer pieces.

He said: "We've noticed that sometimes as many as 50 to 70 per cent of out timepiece buyers are new to Ralph Lauren."

True to their global names and reputations, the fashion brands have produced beautiful pieces however they have also been keen to produce items of exceptional quality for the luxury goods market. This is of course not only to attract new customers, but to keep existing clients satisfied.

Luc Perramond, chief executive of timepieces at Herms tells the Financial Times: "Clients are much more discriminating now. Many fashion brands have tried to access the luxury watch business and failed. When it is successful, it can be lucrative and bring strong recognition to the brand, but you have to have the reassurance of a legitimate product offer."

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