The Hindu Business Line : Timex to launch 150 styles of `time machines'

Timex's brand ambassador and Australian cricketer Brett Lee at the launch of Timex 2004 Festive collection in Bangalore on Tuesday. - G.R.N. Somashekar

Bangalore , Oct. 5

TIMEX Watches has renewed the contract of Bret Lee, the Australian pace bowler, to be the brand ambassador for the company's product. The Aussie `pace terror,' who had been signed last year will promote Timex watches for one more year.

The extension comes coinciding with the watch major's 150th anniversary this year, when Timex would be launching 150 styles of the time machines, said Mr Salil Sadanandan, Vice-President (Marketing).

Bret Lee launched some of the new watches at a function held here on Tuesday.

Mr Sadanandan said the entire range of 150 styles would be in stores by the end of this month.

He said Timex, which had positioned itself to be a `trendy, techie and fashion' watches, would be building upon the popularity of Bret Lee to consolidate its market share, which at 14 per cent was much above the industry average of four to five per cent.

This would be part of the company's plans to strengthen its marketing efforts, Mr Sadanandan said, adding that Timex would be leveraging upon the fast growing shopping malls to extend its brand reach. Already it has been marketing its watches through stop-n-shop outlets and stand-alone stores. As part of its expansion plan, Mr Sadanandan said, the company would be targeting additional 80 stores to its existing 60.

Timex has introduced a steady stream of technologically advanced watches and plans to introduce a GPS enabled wrist watch and a heart beat monitor in India soon to add to its Data Link and MP3 models.

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