Danish Design

Pure Scandinivian style

S. Weisz Uurwerkern BV is entering India by launching its Danish Design brand of watches and announcing a strategic alliance with Mehta Times Pvt. Ltd. (exclusive distributor for Danish Design watches in India). As part of the agreement, Mehta Times will distribute, retail and service the entire range of Danish Design watches to be launched in a phased manner across India. Danish Design will establish flagship stores in key metros supported by professionally trained and motivated dealer network across India. The new spectacular range of watches will be priced between Rs. 5,500 and Rs. 20,000. While addressing the media at the Nehru Centre in Mumbai on February 5, 2010, the following dignitaries were present on the occasion --- John Rodrigues Garcia (Global Business Head), S. Weisz Uurwerkern BV, Amsterdam; Rajan Mehta (DGM-Sales and Marketing, South East Asia, S. Weisz Uurwerkern BV and Director, S. Weisz India); Mahendra and Ratan Mehta of Mehta Times Pvt. Ltd. 

John Rodrigues Garcia (Global Business Head), S. Weisz Uurwerkern BV, Amsterdam, said, Danish Design is rich in heritage and positioned as a fashion and lifestyle brand. In India, it addresses the need for ‘real’ affordable design watches, wherein there is a void at present. Danish Design’s launch marks the end of this search for Indian consumers. Our designer watches will match the aspirations of discerning Indian customers. India has its own culture and mentality but our research shows that the globe-trotting Indian consumers do recognize the Double D logo of Danish Design. The feedback from the distributors is also quite encouraging.”

The Company started a branch office in New Delhi in 2009. Founded in 1965 by S. Weisz in the Netherlands, Europe, the Company started with 3 brands. Following phenomenal success, they extended the export to other countries. Thus was born the Danish Design brand, which is well recognized today due to its ‘Double D’ logo and slogan ‘Pure Scandinavian Design’. With the brand becoming a huge success, the other brand holders asked the brothers to become the distributor for the Benelux (Belgium, Netherlands and Luxembourg) region. In 1986, they become the licence holder for Jacob Jensen (former designer of Bang & Olufsen). Together with the studio, they designed and produced watches, clocks and jewellery. The brand became well known in Europe. From the establishment of the Company till date, the Company is funding its expansion plans through internal accruals.

Today, the Danish Design brand had a collection comprising more than 800 models. Since 2006, the Company has started with young Danish designers including Martin Larsen (2006), Anna Gotha (2008) and Lars Pederson (2009). Jacob Jensen and its Studio produce and distribute the entire collection. Garonne is a private brand being distributed in the Benelux. Action Man is the distributor for the Benelux. It is also a distributor for Edox in the Benelux. For Orient, S. Weisz Uurwerken is the distributor for Benelux and Israel. It is also the distributor for Alessi and Issey Miyake in the Benelux and Israel.

Why are Danish Design watches are so different?
Danish Design watches are distinguishable by their distinctive, simple, clean and sober, yet extraordinary lines. They have a unique ‘wow’ factor. Every 3 months, we have new lines being launched including fashion models, automatics, chronographs and titanium collections. We are looking at increasing our range from 400 models to 1,300 models. The watches are also sold in watch, jewellery and design shops across 34 countries. India and Sri Lanka are the new entrants.

What kind of investments will you make?
S. Weisz Uurwerkern BV believes that the ‘eye’ is the one that ‘buys’. Point of sale and visual merchandising is an important dimension of our strategy. We shall be investing a total sum of Rs. 250 million over the next few years. In fact, around we shall spend Rs. 60 million will be spent on brand development. In the first year itself, we shall spend Rs. 0.5 million on advertising. Investment will be made for the overall development of all the brands that we are planning to sell in the retail and through channels.

What is the India strategy?
Our strategic alliance with Mehta Times Pvt. Ltd. will enable discerning Indian consumers to enjoy designer watches with impeccable quality coupled with competitive prices and high standards of after-sales service. Danish Design will offer effective and efficient service back of 2 years international guarantee. We are confident that our professional management of Danish Design products will enable us to become a leader in the fashion watch segment in India. Each showroom or point of sale will identify with the corporate design philosophy and guidelines of Danish Design. It will be fully equipped to display the entire range of watches in the collections. The presentation is very important for us to showcase our brand appropriately. We are looking at 100 points of sale including channels.

Tell us about your future plans?
We shall soon be launching the Danish Design jewellery range with the Titanium collection. These jewellery collections will be priced between Rs. 1,000 and Rs. 5,000 and will target the teenagers and youngsters. We shall also launch the Jacob Jensen watch range priced between Rs. 30,000 and Rs. 100,000 by the year end.