Citizen Watches is positioning itself as an ‘affordable luxury’ brand.
The company, which renewed it brand commitment with English cricketer Kevin Pietersen, has said that it will largely expand through shop-in-shops rather than mono-brand outlets.
“The multi-brand retail outlets have high footfall. We are looking to scale-up our point of sales through shop-in-shops,” Katsusuke Tokura, Managing Director, Citizen Watches, said.
The company has 20 mono-brand outlets and is also present through 600 point-of-sales.
Speaking on affordable luxury watches, Tokura said that largest chunk of its investment will be on watches priced between Rs 10,000-Rs 50,000.
The company, however, ruled out the possibility of setting up a manufacturing facility in India. Currently all its products are imported.
Citizen Watches Holding Co Ltd is a $3-billion entity with business spread across 150 countries.