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TONES & SILVER<br />
WHOLESALERS OF QUALITY JEWELLERY<br />
MEN’S WATCHES<br />
Showroom – Braeside VIC<br />
MULCO<br />
OOZOO TIMEPIECES<br />
numerous ways; there are more competitor<br />
brands now in the market and customers are<br />
spoilt for choice,” he says.<br />
“You’re either a traditional watch customer<br />
or a smartwatch customer; we quite simply<br />
don’t need to try to compete.”<br />
Smith concurs, adding that consumers sway<br />
towards either category exclusively, which is<br />
ultimately a positive for retailers.<br />
“I think smartwatches are good for some<br />
people; however, they have a completely<br />
different DNA when compared to the<br />
watches that have been on the marketplace<br />
for over 100 years,” he says.<br />
“People associate with the DNA of a watch<br />
brand and the style that brand actually<br />
brings with it. Smartwatches are still growing<br />
– the technology is changing quite rapidly<br />
at the moment – so I tend to think that what<br />
is happening now with smartwatches might<br />
not be happening in the future.”<br />
Hans Marti of Swisstime HQ believes<br />
smartwatches are most popular “at the<br />
younger end of the demographic”, and<br />
rely heavily on social media and influencer<br />
marketing, whereas traditional timepieces<br />
have other means of drawing in consumers.<br />
“Influence is dominated by social media and<br />
peers but it is also very fickle; brand loyalty<br />
is not strong in this market as these items<br />
are usually positioned at the ‘throw-away<br />
commodity’ end of the market. Therefore,<br />
traditional watches will continue to prosper,”<br />
he declares.<br />
TIME TO SELL<br />
Abbott says retailers looking to capitalise<br />
on men’s watch sales should focus on what<br />
trends are making waves locally and abroad.<br />
“In order to forecast trends, retailers only<br />
need look to places like the United Kingdom<br />
to see what is popular in the season ahead,”<br />
he says, adding that suppliers do much of<br />
the trend analysis already.<br />
“Ultimately it is up to the brands to have<br />
a grasp of what is on-trend or even to<br />
create the products to push that trend; if<br />
the retailer has a good supplier and a good<br />
brand in stock then they should already have<br />
an understanding of the trends<br />
on the market.”<br />
@stonesandsilverjewellery<br />
Ph: +61 3 9587 1215<br />
Email: info@stonesandsilver.com.au<br />
DURAFLEX GROUP AUSTRALIA<br />
MULCO
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