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Our Vision - Basel 2017

Conversation

MOVADO

RICARDO QUINTERO, PRESIDENT, MOVADO GROUP


Can you talk about Movado’s presence in India?

We have a little bit of distribution because we need to start with a footprint. The idea is to really leverage this brand which has a generation of people who know the brand….and now, how do you introduce it to a new generation by leveraging on the history and tradition. Part of the strategy is to go back to the story of the brand. Sometimes companies think that people know them well. The reality is that the majority of times people don’t know them well.

The Movado story…

When a brand has a story, a real story, people will differentiate it. Let’s go back to 1947. Imagine going back 70 years. You have an industrial designer with tremendous courage…a rule breaker…who says he has a watch with no numbers. People thought it was crazy- a watch without numbers. The dot at 12 o’clock. That also has a story. Historically, man has always needed to understand time. The best way to do that was to look at the sun. This was the method followed from generation to generation. The sun is at highest in the middle of the day. Thus, the design connects with this fact, the way man always read time. We think this story is compelling. Many consumers want to know
the story. When you see the watch with a dot, you know it is a Movado.

Who are you working with in India?

There are a couple of initiatives going on right now. We are in discussion. I need strategy. Think about shooting a rifle: the steps are ready, aim, fire. We can’t invert the process. We are going to do it in the proper manner. I want to be really focused. At the moment our watches are available at the Ethos stores. We also have presence in Helios. We have the Movado Core and the Movado Edge collection. We are rediscovering this market.

The complete interview is in Hours & Minutes on pg no. 14 in the BaselWorld 2017 - A Speical Report.