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Demand for watches as
Status symbol, Japan Focus
on Digital watches & swiss
on super premium watches
Quartz Movement
Mass Production, /Low cost production,
Sales moved from Seiko, Casio and
Jewelry shops to Citizen major players
Swiss, Watch watch Shops M 

sold through
Jewelry Shops
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£ wSetting up HMT in collaboration with Japanese Citizen watch
company.
£ w License to other companies e.g. IndowSwiss, Bifora.
£ w LED (Light Emitting Diode) watches gained in popularity & Swiss
watch industry declined.
£ w overnment approved indigenous watch manufacturer to set up
high capacities.
£ : Indian watch market size is increased from 16.9 million to 24
million watches.
£ w
ecessionary pressure adversely affected the watch industry`s
performance.
£ w
emoved all quantitative restrictions on the import of fully
assembled watches by WTO.
Ú Titan Industries is the world's fifth largest and India's leading
manufacturer of watches. It has several popular brands in its fold
including Heritage, Aviator,
egalia, Octane and WWF

Ú The Titan portfolio has over 60% share in the domestic market.

Ú To ensure a dominant presence in the market, the company has

showrooms in every nook and corner of the country that caters to the
needs of every segment of the people.
 „ TATA Sons and Tamil Nadu Industrial Development Corporation jointly promoted
Titan Watches Ltd., having Technical collaboration with France Ebauches and set up a
manufacturing facility at Hosur.

w A new range of watches called `Aqura' was launched.

wAn MOU was signed with Casio computer Japan¶s company to manufacture 2million
digital and Analogwdigital watches.

w The name of the Company was changed with effect from 21st Sept. from Titan
Watches, Ltd. to Titan Industries Ltd.

w The Company introduced `Tanishq' range of watches.

w Introduced new economy range of watches called Sonata and Tanishq.

wTitan Industries has announced the launch of Cyber, a range of digital clocks.

wTitan rewintroduces Fast Track range of watches.

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£ Sociowcultural: Fashion Statement

£ Multiple Ownership

£ Politicowlegal: Differential tariffs

£ Economic factors

£ Technology
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Ú 1985, Titan Watches Ltd. Established with a capacity of 2 million watches.
Ú During 1987w88 Titan entered in the market with 70 models.
Ú Titan Underpriced replacement cost for repair and battery was priced below
its cost.
Ú Titan adopted 3 strategy:
1. Made product visible, affordable and available at unconventional
locations like Bookstores, ift Shops and Boutiques.
2. Company Upgraded sales outlets.
3. Change average first watch purchase age from 21 to 19.
Ú Titan Persuaded customers to own more than one watch by launching color
full watches.


£ Titan has almost 100 exclusive
retail showrooms and another 100
Titan Shops across India.

£ Titan changed the buying behavior

of Indians for purchasing watch as
a well planned decision to
Impulsive purchase.
 '



India¶s 700 crore plus watch industry can be classified broadly in 3 categories:

£ The organized sector, with HMT in the public sector and Titan in the joint
sector and Timex being leading players;
£ The smallwscale sector where popular names are Bifora, Jayco, IST,
Purewal etc;
£ The invisible scetor i.e. Smuggled and spurious watches.
 c'c*+'

" 
Ú Titan watches First step to go global in November 1992, and registered as
a Titan International Marketing Ltd., in UK and launched 4 models.

Ú March 1999, Titan Invested $37 million in its European operation for
brand building and stock.

Ú Now Titan present in 26 countries outside India.

Ú Titan Comes under the top 3 brands in Asian countries.

Ú
anked No.3 amongst the top Life style Brands in the watches category
by Business Today for the third year in a row.

Ú Selling 650k watches annually with increasing presence in jewellery.

Ú Total export sales of over
s 150 cr. in 2006w07.

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Ú Watches as a fashion accessory

Ú Quality or price positioning

Ú Brand image

Ú Market segments with large potential:

women, youth, children, sportsmen, the
budgetwconscious and the big spenders.

Ú Customer value and offered after sales

service in a showroom environment.
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£ Main USP is low cost watch.

£ Lack of futuristic approach

£ Lack of flexible thinking

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£ Nearly 34 million watches are sold through gray market channels.

£ Currently, sales in India stand at an low number of 25 watches per

1000 people, compared with 250 watches per 1000 people in a
developed society.

£ Exchange offer

£
ural market
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Ú Too many players will dilute the

market & the profit margin

Ú Low priced China watches.

Ú Mobile phones.
 

 
Ú Innovation

Ú Quality

Ú Creative Advertising
Ú Aamir Effect

Ú µCatalogue¶ Advertising

Ú
etail Stores

Ú Cutting Edge Technology

 '


Creation of Edge

´ Slimmest commercially available watch ³in the universe´.(thickness:

3.5 mm)

´ Four years of intensive
&D.

´ Produced indigenously.

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eceived u



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  Organized
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£ Certified under ISO 9001 in Dec.¶94

£ ISO 14000 certification in 2002

£ TS 16949 certification in Feb µ05

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£ Aamir Effect
' Created by TVC.
' TVC introduced in Oct. 2004.
' Sales soared exponentially.

£ Catalogue Advertising
' Œsed effectively to merchandise new models.
' Newspaper ³Cuttings´.
 
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Ú The Design Studio:
Ú Excellent Watch and Jewellery design.
Ú Has international award winning designs to its credit.

Ú Sophisticated Design & Development Centre

Ú Advanced ProwE workstations and prototyping facility.

Ú Many Ford cars rolling out of the plant has a Titan Clock.
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Ú The opening of the Indian market and the arrival of premium Swiss
brands has certainly led to Indian consumers being exposed to
global brands, styles and various price levels.
Ú To the Indian consumers, the high price of Swiss watches has helped
them to realize the value of Indian brands, particularly of Titan,
which offers equivalent quality, but at lower prices and with better
distribution and service.
Ú Titan has shown its differentiation, and customer centric approach
which helped them to get the market.