Australian jewellery retailers first saw the Pandora watch collection last March at the Australian Jewellery Fair in Brisbane where three presentations were made to over 80 retailers.
A small number of models were on display at the fair and a formal unveiling of the entire range was made at an after-hours cocktail party during the fair.
The detailed presentation on the evening dealt with a number of technical issues regarding the collection, which consists of men’s and women’s models. Details of the worldwide launch and roll-out of the much-anticipated watch designs was also presented.
The collection features 10 styles with four to five options available in each style with prices starting at $295 and ranging up to $2,495. It will initially be introduced to consumers in September in 30 Pandora concept stores and over 110 Pandora shop-in-shop retailers.
The Pandora watch collection will then be available to a wider segment of Pandora’s existing “Gold” stockists in March 2011.
Pandora has different classifications for its stockists and ”Gold” status is defined as retailers that have Pandora fixtures, albeit smaller than a shop-in-shop environment.
The success of Pandora jewellery in Australia is well known and it’s expected that the eyes of the industry will be monitoring the Pandora watch launch. Nevertheless, managing director Karin Adcock is confident that the extension of the brand from jewellery to watches will be successful.
“The rationale is quite sound. There was a growing demand from our markets and retailers [for watches]. It’s a natural product extension to jewellery and it also makes us a jewellery and accessory brand, extending our reach,” Adcock said.
She also believes that is demonstrates Pandora’s willingness to invest in its brand long-term and to be innovative, adding that it’s, “brand building for existing loyal costumers as well as new customers”.
One of the selling points is that the range is Swiss-made and features Rhonda movement, sapphire glass – with a slight pink tinge – and every watch has a black crown diamond on every winder.
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