Jeweller - August Issue 2018

IJF
STAND
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SWISSTIME HQ
whether the watch will work as a fashion
accessory, rather than viewing timepieces as
long-term investments.
“There are so many things now taking the
place of what watches used to do, such as
phones, fitness trackers and smartwatches,”
he notes. “The opportunity for sales is now
in selling watches as fashion accessories,
which are being treated more like a piece
of jewellery – it’s a short term or seasonal
purchase now.”
Der Bedrossian believes consumers who
prefer traditional watches do so because
OOZOO TIMEPIECES
they present an opportunity to express their
own personal style.
“Traditional watches will always maintain
their elegance and timelessness and can
be worn like an item of jewellery; there will
always be a market for them,” he says.
Phil Edwards, managing director of Duraflex
Group Australia, agrees. He goes on to offer
his view on the smartwatch market and
how it consequently affects retailers selling
traditional watches.
“The market has changed significantly in
Diving into
sports watches
Men’s lifelong love affair with the sporting world
is reflected in the continuing popularity of sport
watches, which offer functionality, style and
adventure all in one.
Seiko Australia’s Stuart Smith says one key feature
of sports watches is their durability in various
environments, including ranging temperatures
and water resistance.
“Men do still want to buy a mechanical watch, especially divers;
they’re certainly well sought. People appreciate the mechanical
movement but there are many more options available for professional
divers, and this covers sports watches overall,” he says.
SEIKO
In order for this category to gain traction in the market, Hans Marti of
Swisstime HQ says suppliers of sport watches must continue to offer a
variety of products to suit every man.
“Our traserH3 appeals to those pursuing sports, military and outdoor activities,
marketed for the adventure type person,” he says. “On the other hand, we also carry
design-focused products like the XEMEX or Jowissa for the style-conscious man.”
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