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Indian Wrist Watch Market Analysis

The Indian watch industry is worth over Rs. 10,000 crore annually and grows at an average rate of 8% per year. Titan controls 60% of the market, followed by Citizen at 20% and Timex at 18%. Titan targets the mass market, mid-premium, and luxury segments. It positions itself as a gifting brand and one that matches lifestyle. Timex targets the upper class and positions itself as innovative. Citizen targets urban populations and positions itself as trendy and eco-friendly. Rolex segments the market demographically by gender, income, and occupation, targeting only the elite class. It positions itself as a luxury brand symbolizing performance and prestige.

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Akshay Bhonagiri
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11 views13 pages

Indian Wrist Watch Market Analysis

The Indian watch industry is worth over Rs. 10,000 crore annually and grows at an average rate of 8% per year. Titan controls 60% of the market, followed by Citizen at 20% and Timex at 18%. Titan targets the mass market, mid-premium, and luxury segments. It positions itself as a gifting brand and one that matches lifestyle. Timex targets the upper class and positions itself as innovative. Citizen targets urban populations and positions itself as trendy and eco-friendly. Rolex segments the market demographically by gender, income, and occupation, targeting only the elite class. It positions itself as a luxury brand symbolizing performance and prestige.

Uploaded by

Akshay Bhonagiri
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Study of Indian Wrist Watch

Companies

Kaushik Chaudhari (17)


Prasham Chordia (18)
Sanket Dabadhe (19)
Pallavi D (20)
Market
Indian watch industry inclusive of all category is :

 Worth over 10,000 Cr.

Average growth rate 8%.

 Today over 4.5 Cr watches are manufactured every year.

Organized sector contribute up to 30% and unorganized sector


up to 70%.
Market Share of top Companies in
India
Company Market Share
Name
Titan 60%
Citizen 20%
Timex 18%
Others 2%
Segmentation, Targeting &
Positioning

Company Name Segmentation Targeting Positioning


1. Mass 1. Economy 1. Gifting
class watches
2. Mid – 2. Matching
Titan Premium 2. Mid range watches to
your clothes
3. Luxury 3. High end 3. “Move on”
– cool
trendy
watches
Segmentation, Targeting & Positioning

Company Name Segmentation Targeting Positioning

Timex High end and Upper class Innovation and


Luxury watches urban society cutting edge
design, to
increase the
appeal of
individual
identity ,
personality.

Citizen Mid to High end Urban Trendy, eco-


watches population friendly
watches.
Rolex Segments Market as follows:

 Demographic –
Gender: There is a different range of products for males
and females.
Income: The product ranges from 1.97 lakhs to 9.41 lakhs,
hence it concentrates on the high class of the society.
Occupation: Mostly senior executives, CEO’s, Industrialists,
big business class are the buyers of these watches.
Socio Economic: Elite class only.
Psychographic –
Life style: The product range of Rolex classified into sports &
cultural watches, perpetual watches, professional watches.

Behavioral –
 Occasions/Events : New range or products launched during
Wimbledon matches.
Benefits: They stress on the quality of the watches.
Targeting and Positioning

Targeting: Rolex uses market specialization targeting


strategy, as only high income class are targeted it being a
luxury product.
Positioning: The leading name in luxury watches, Rolex
has been the pre-eminent symbol of performance and
prestige for over a century.
Brand ambassador for Rolex is Roger Federer, a achiever,
which goes with their tag line “A crown of achievement”.
Thank You.
Thank You.
Thank You.
Thank You.

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