Japan

Sep 16, 2005

Citizen Watch to expand

TOKYO - Citizen Watch Co will beef up operations in low-priced watches, extending its offering of watches that do not bear the Citizen brand name.

The company is trying to raise the price range for Citizen brand watches to increase its profitability while strengthening sales of less expensive models - a stable income source - by emphasizing non-Citizen brands.

It will promote the Vagary brand, which it purchased in the 1990s from an Italian manufacturer of measuring instruments, and start marketing in Japan at the end of September watches with revamped designs in the 15,000 yen (US$135) to 20,000 yen price range.

Citizen will aim for sales of 2-3 billion yen in the next two to three years, including sales abroad.

The firm purchased the Vagary brand to make inroads in the Italian market . It began marketing the line in Japan in 2003, but

failed to distinguish the brand image because the low-priced watches tended to have an ordinary rather than a sporty Italian look.

Therefore, the company decided to revamp their appearance by emphasizing an Italian fashion sense. New watches feature large windows for date displays. In addition, they come in an array of colors, including orange, blue and brown.

Citizen is gearing the new Vagary watches toward men and women from their 20s through 40s. It will begin marketing the line through the watch sections of Marui Co stores and other retailers toward the end of September.

The company plans to sell Vagary watches in China, Taiwan and Singapore with the same designs as those offered in the Japanese market.

(Asia Pulse/Nikkei)

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