BENGALURU, Nov 15: Roamer, the Swiss luxury watch brand, has officially launched its operations in India, marking its first venture into the Indian market.
The company’s CEO and owner, Christian Frommherz, shared insights into the brand’s strategic entry and growth plans in the country.
“This is our first launch in India. We started testing the market a couple of months ago to understand the demand and direction, but we already recognise its potential,” Frommherz told UNI in an interaction on Thursday.
“In Switzerland, we sell a lot of watches to Indian tourists, which has given us valuable insight into the needs of the market. We’ve partnered with Bizotico because we believe they have the right approach to communicate our message effectively.”
Roamer chose Bengaluru as the city to kick-start its Indian journey, instead of the more prominent metro cities like Delhi and Mumbai. Frommherz explained, “I don’t think it’s necessary to immediately target the large metro cities. What matters more is finding the right people who share the same values. We’ve found that here in Bengaluru, which is also significant for us because we’ve been working with Titan for many years. For us, Bengaluru is the key city in India.”
The brand is also eyeing future expansion into Tier 1 and Tier 2 cities across India. However, Frommherz refrained from giving specific details, mentioning that Roamer is taking a step-by-step approach and working closely with its local partner, Bizotico, to drive its growth strategy. “We follow the plan closely, and we’re in regular discussions with Bizotico, often weekly or even daily, as we move towards the second and third phases.”
As part of its strategy to increase brand visibility, Roamer plans to embrace online advertising. Frommherz noted, “We’ll begin our advertising in December, primarily through online channels. It’s more than just traditional billboards-it’s about embracing the future. Our target audience is between 20 and 30 years old, and we believe social media is key.”
Roamer, known for its premium luxury watches, also plans to offer more affordable options in India. “The Meccano line represents the high end of our pricing. However, our most popular price range is between 200 and 600 Swiss Francs,” said Frommherz.
“You’ll soon see more affordable options in our displays, starting today. This is where the real opportunity lies in this market.”
Looking ahead, Roamer has ambitious plans for expansion, with the goal of establishing around 200 points of sale in India over the next few years.
(UNI)
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