Levy also distinguishes a separate category, the liestyle watch, a namehe uses to describe Ottimo’s W Steel brand. “It’s not a ashion watchin that it’s not something you would wear to match your clothing,” hesays. Instead, the brand (priced rom $250 to $1,000) is aligned with acontemporary masculine liestyle. Tere are promotional tie-ins withbasketball, hockey and ootball; W Steel is also the ocial timingpartner o the Renault F1 team.Stephen aylor, president o Bulova Canada, sees ashion watches roma somewhat dierent point o view: “the perspective is that ashion isnot so much a product category as a consumer segment,” he says. Basedon the company’s own research, which is shared with customers, ayloridenties 10 specic segments o buyers o watches over $150, o whichone is dened as being “specically interested in a watch purchase as aashion accessory.”In this segment o the market, buyers typically “view the watch as aashion accessory rather than as an extension o their personalities,” hesays. Te group spans all ages, but it is 85 per cent emale. Tey will buy watches on impulse and wear a dierent watch or dierent occasions.“Because they do, they will own many watches, and the price point tendsto be less,” aylor adds. “Diamonds tend to comprise a smaller portiono the watches; crystals make up a bigger portion o the category, and themajority o these watches are non-Swiss made.”Since the ashion watch customer will typically buy more than onewatch, “it’s probably getting to where they are going to have a watchwardrobe,” says Doobay. “In Europe, that’s certainly the case, and Ithink we’re moving towards that in North America.”“Somebody who’s not in the watch business may ask: how much volumecan you do?” says Friedman. “Te truth is, when it comes to ashionitems, every year there’s something new.”aylor cautions that “we’ve got to be really careul not to dene ashionwatches as strictly inexpensive watches, but on balance these are going totend to be less expensive watches. Te other thing to bear in mind is thatthis category represents less than 10 per cent o total watch spending.More purchases are going to be made in a ashion environment asopposed to a jewellery store. Depending what segment you’re in, Iwouldn’t suggest that more than 10 per cent o total space be given overto the ashion category.”Te strength o this categoryis evidenced by the success o theEdmonton-based company Watch It! Launched in November 1999 by entrepreneur Darren Bondar, Watch It! carries a wide range o brands –not exclusively ashion watches. Te company now has 21 outlets acrossthe country, o which 15 are ranchises. “Our primary customers are inthe 18-to-25-year-old demographic,” says Bondar.
we’ve got to be really careul not to defneashion watches as strictly inexpensive watches,but on balance these are going to tend to be lessexpensive watches.
TW Steel CEOCollection. 50mm rose gold plated case withblack dial and blackleather strap, $795.