Heritage, function and fashion at the heart of Timex Group

By Tanya Banon

New Delhi, Jun 19 (SocialNews.XYZ) One of the most trusted watch brands over generations, the Timex Group creates, manufactures and sells innovative timepieces around the world. Based in Middlebury, Connecticut, it has multiple operating units and more than 3,000 employees worldwide. Group companies manufacture watches under several well-known brands, including Timex, Nautica, Guess, GC, Salvatore Ferragamo, Versace, Versus, Ted Baker, Missoni and Furla.


In India, Deepak Chhabra is the new Managing Director of Timex Group India. With over two decades of diverse and insightful leadership experience in retail, brand management, strategic business planning, management, sales and merchandising, Deepak will lead business transformation and the group’s strategic growth strategy in India. He will be responsible for developing strategies and driving initiatives that deliver superior brand and customer experience through innovative business planning solutions.

Being a highly driven and driven leader who believes in pushing beyond his comfort zone and taking risks, he is a firm believer in accepting failure as much as celebrating success. IANSlife speaks with Chhabra to gain key insights on plans to expand the brand’s marketing growth and business module in the retail and business sector.

Read excerpts:

Is Timex a more ambitious or generational brand?

Deepak: Timex is a global brand, an American multinational, but our roots are so strong in India that many think we’re a local brand here and that’s a success in itself. So, we really work on how people perceive us, what happens when you have a legacy of more than 365 years? You have to constantly stay relevant to consumers while maintaining your legacy. We have to move with the times, so to speak, and somewhere we have to make sure that we continue to meet contemporary needs.

Our heritage gives us the advantage of being both ambitious and generational, we are close to our consumers, but we must continue to focus on how they can interact with us, how they can locate us, where can we are available to them and how can we serve them. We have made conscious efforts to ensure that we are where the consumer needs us, whether it is design, accessibility or contemporary watch trends. We don’t have to choose between being ambitious or generational, we can be both at the same time, that’s what we are.

When it comes to watches, there’s a lot of competition from brands that aren’t necessarily watch brands, but manage to capture a large chunk of the market. How does Timex plan to stay ahead?

Deepak: There is a set of consumers who are watch enthusiasts, who really want to have a watch from only watch manufacturers, mostly Swiss brands and Timex caters to those buyers. But today, a watch is not necessarily just a functional product, it’s fashion and trends, it’s a fashion accessory and therefore there will always be a segment of buyers who will turn to trends and fashion brands to buy watches.

There are benefits to both, as many fashion brands take care of this ambitious value and fashion quotient. At Timex Group, we manufacture watches under and for several well-known brands, including Nautica, Guess, GC, Salvatore Ferragamo, Versace, Versus, Ted Baker, Missoni and Furla, which cater to this segment. 80% of the business is actually fashion lines designed in our system. Thus, as a watch manufacturer with great expertise for a long time, we ensure that in our style, our design and in our communication, we convey all the necessary fashion elements.

We split our business into two parts, one is licensed brands, then Timex, and we have a few sub-brands, so these three brands together ensure that we stay fashionable and functional.

Are physical commercial spaces worth investing in or not?

Deepak: As I said, we have to be where the consumer is, today a brand’s presence has to be multi-channel, and we are committed to being present on all channels, retail and e- trade to be close to our consumer. There is a set of consumers who want to shop online, especially the category of young consumers, on the other hand, there are customers who want to touch and feel, and see what it looks like on your wrist, s matches your personality and matches what you wear. Brick and mortar is therefore very relevant, as is the online space. India is a huge country so we cannot be physically present everywhere, but we can make sure that we can deliver online to all pin codes in the country.

GenZ and Millennials are a big part of the market, do you have a brand ambassador that appeals to this segment?

Deepak: Today, influencers who engage with a dedicated following help brands reach a target audience much more emotionally than celebrities with millions of followers and no engagement. We have seen that the ROI of social media influencer marketing is much more emotional than that of generic brand ambassadors. Not every celebrity can target the audience you’re trying to reach. Today, I don’t think a single Brand Ambassador endorsing all the brands in our brand portfolio makes sense.

(IANSlife can be contacted at [email protected])

Source: IANS

Heritage, function and fashion at the heart of Timex Group

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