Steve Der Bedrossian with his father, Sam and Classique's US distributor, Bob Guidara
Classique strengthens position in America
Posted June 14, 2011 | By Sonia Nair
In a move to strengthen its position in the American market, Sydney-based brand Classique Watches used this year’s JCK Las Vegas fair for the global launch of its new collections, including a charity-supporting “Peace Movement” watch.
Classique entered the American market last year, when it exhibited at JCK Las Vegas for the first time. GDP Imports is the brand’s US distributor.
“I thought the fair would be a good opportunity to establish a presence in the American market as it is a big market to try and penetrate,” said Steve Der Bedrossian, manager of Sams Watchmaker Jeweller, which owns the Classique Watches brand.
Classique’s new releases included ceramic and mechanical watch collections, along with the Peace Movement watch, which was created to support the ongoing efforts of Peace One Day. Peace One is the UN’s annual day of ceasefire and non-violence, held on September 21.
Classique will donate part of the proceeds from the sale of each watch to Peace One Day, and also intends to donate part of its inventory to the cause, to help them raise funds through their own donor base.
To help retailers promote the new Peace Movement watches, Classique will supply them with window posters, print advertisements, postcard templates and point-of-sale material.
Der Bedrossian said the product launches were well received by JCK attendees.
“We had an ever better response to our watches this year compared to last. Our mechanical watches did the best, especially our skeleton mechanical watches because American retailers hadn’t seen much like that before and our ceramic watches did very well too,” he said.
By advertising extensively in American trade magazines and in the JCK trade fair guide, Classique was able to attract prospective buyers even before the fair commenced.
“Before the fair started, we had 28 appointments booked and we got a lot of attention from random passers-by. We secured a fair few stockists,” Der Bedrossian said.
JCK Las Vegas ran from June 3 to 6. Classique Watches will launch the Peace Movement watches alongside its other new ranges to the Australian market at the upcoming JAA International Jewellery Fair in Sydney.
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