According to Time Essentials managing director John Papaioannou, the brand is renowned for its Champion YoT – Your Own Time – watches. YoT timepieces allow wearers to interchange components such as the watchstrap, face, case and ring.
Papaioannou told Jeweller he first saw the watch in New York in 2011.
“I stopped a guy in the street who was wearing the watch and asked him where he got it from. He demonstrated the interchangeability of the watch and I was determined to get it in Australia,” Papaioannou explained.
Offered in either a kit containing one watch face, two straps, cases, rings, buckles and button rings, or sold separately, the concept is said to be extremely popular in Brazil. The coloured watch has gained status as the top selling timepiece in the country, with more than 4.5 million units sold.
Papaioannou said Champion watches would appeal to the Australian market – particularly customers who are either young or young at heart.
“They are colourful, great value and give you the opportunity to change the look hundreds and thousands of times,” he said.
Other features include, chronograph, countdown timer, world time, water resistance to 10 atm and a diary for 99 events spanning up to 99 years.
The new brand will be launched at the International Jewellery Fair in Sydney.
Champion is available in 11 countries and is part of the Magnum Group, one of the largest watch and jewellery brands in Brazil.
Time Essentials currently distributes Jag, Fiorelli, Police and Bulova watches in Australia and New Zealand.
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