Titan’s Favre-Leuba shines at Baselworld 2017
Titan Company purchased the brand Favre-Leuba in 2011. Since then, the senior management and the core team have been working to put in place a robust brand strategy. The market rollout for the brand started in October 2016, with Japan being the first market to see the new collection displayed at the best retailer in the country, followed by India, the Middle East, Taiwan, Hong Kong and Switzerland. Favre-Leuba Raider Harpoon, a dive watch with a single hand and a unique way of telling time, garnered a lot of attention from retailers as well as the media.
At Baselworld 2017, Favre-Leuba displayed its new collection to a global audience, a feat to celebrate the brand after over 40 years. This year’s event took place in Les Ateliers and hosted highly differentiated and independent brands. Favre-Leuba’s booth was packed with people, who wanted to meet the team to make strategic alliances and were keen to see the many novelties. Raider Bivouac 9000 was voted as one of the most unique and innovative watches at Baselworld 2017. Inspired by its predecessor, the infamous Bivouac from 1962, the Bivouac 9000 showcases many accomplishments, thus making it the world’s first mechanical altimeter-barometer wristwatch of its kind. The aneroid altimeter allows the device to measure an altitude of 9,000m, thereby surpassing the tallest mountain on earth, and is also water resistant.
March 2017 was also extremely special for this legendary brand, as it celebrated its 280th anniversary. To commemorate this occasion, an immersive experience was created during Baselworld, which highlighted the brand’s historic achievements as well as the ingenious Raider Bivouac 9000. Favre-Leuba team brought in the occasion with Bhaskar Bhat, MD, Titan Company, and S. Ravikant, CEO, watches & accessories division, Titan Company. Among the guests were Christian Favre, the ninth generation of the Favre family; Pierre Page and Farrokh Kavarana, senior Tata group leaders; and many top journalists and bloggers, retail partners and key influencers. Over 300 guests attended the event from across Switzerland, the US, the UK, Germany, France, Italy, Taiwan, Japan, the Middle East, India, etc.
A successful show for the brand, it received interest from retailers and distributors across the globe and is now looking forward to gathering strength once again in the global watch market, a position the brand has always enjoyed. This has been proved true with business partnerships coming in from the UK, Italy, Benelux, Germany, Pakistan, Bangladesh, Saudi Arabia and many other geographies.
Favre-Leuba is constantly challenging the status quo thus proving true its claim, Conquering Frontiers.