For anyone who has lived in India in the 80s and 90s, the Titan Watches TV commercial with the Mozart symphony is something that is etched in our minds. At first, it seems like any other commercial (how we love commercials in India!), with a prank played by college students trying to unsettle a lecturer, tapping on benches, clicking on their calculators, banging on the tables, clapping and generally making a nuisance of themselves. But slowly, as the students stand up, the noise swells into a beautiful Mozart’s Symphony No. 25, and you watch transfixed! You know the tune by heart, and you feel slightly emotional. A student walks up to the professor and gives him a book with ‘farewell’ written on it. Other professors enter the class. The professor looks confused at first but slowly his face breaks into a smile when he sees a picture collage and you see him tearing up a bit when he sees a Titan watch with black leather straps on the following page. Titan – The Joy of Gifting’. 😊
For those of you who haven’t seen the ad, here’s the ad:
This is Titan! The advertisement effortlessly and beautifully captures the heritage of the iconic brand, and the emotions behind its ‘Joy of Gifting’ campaign.
In those days, HMT were the only wrist watches known other than Swiss watches that came from abroad! Titan came in and changed things totally! They brought in simple quartz watches, that were easily accessible and affordable for the common man. In India, women hardly ever wore watches, but Titan changed that with their Titan Raaga line, that was more like an accessory than a watch and women loved it!
Even my first watch was a Titan with a brown leather strap and a beige dial with gold coloured lining. I got it as a gift when I was 25, and I still have it! It was a part of so many memorable moments! Titan for me is sheer nostalgia!
It is possibly India’s most loved brand, that has maintained quality over the years, caters to all ages and preferences, while constantly re-inventing themselves in the world of product innovation and never going out of style!
Vandana Bhalla, Marketing Head – International Business Division Titan watches was in Dubai for the launch of their beautiful Pastel Dream collection, and she said that the reason for Titan staying in the mainstay for so many years is their intense and thorough customer research and the importance that they give to customer research. Even a Kiosk operator for Titan in a mall, is trained to gauge and understand customer choices and preferences and why did he/she like or not like a particular watch and what were they looking for!
The Pastel Dreams, is a collection of watches for women that brings together contemporary styles and classic watch design.
Colour is undoubtedly the watch industry’s obsession du jour and the season’s pastel trend has been embraced by Titan Watches. Post Pandemic, we are all looking for calm and comfort and the soothing hues used in the collection bring a welcome calming note to our days ahead. Cool ice blue, misty violet, dusty rose, Tuscany tan, mint green and sand can be found on the soft suede-like straps, the premium velvety look and feel adding a touch of vintage glam.
The collection brings together the classic with current fashion, minimalism with pastels. Also found in the collection is a rose gold-plated case and tone-on-tone dial, in elegant mother of pearl, fine sandblast for that shimmery effect or shaded for an ombre effect.
“Our consumer research showed that women in the UAE are seeking accessories for self-expression. In this new collection, we have tried to capture the current trend for minimalism with pastel shades represented in interesting materials and patterns. We believe these watches perfectly capture the buoyant mood of women in the UAE,” said Vandana.
“The youthful aura of our new Pastel Dreams Collection is designed for the effortless vibe of today’s young woman who works hard and plays hard and covets accessories that are fashionable. Each watch in this collection encourages the wearer to celebrate the good life and can perfectly complement their work wardrobe but also add that fun vibe whether they’re in the boardroom, having lunch alfresco or dancing the night away with friends,” she added.
The collection will be promoted on social media and via exciting store branding. Titan is also tying up with key influencers in the region to promote this collection.
Prices for the Pastel Dreams collection start at AED 195 and the watches are now available at Titan retail outlets across UAE, select Hour Choice stores, leading department stores, online marketplaces, and authorized retailers.
So, go pick a Titan watch and with it a slice of life!
https://www.instagram.com/titanwatchesofficial/?hl=en
By:
Viki Shah.