Timex to now source from local arm

After the Philippines India can be a global sourcing base for the US-headquartered global watch maker Timex Corporation.

The Indian operations is also considering launch of accessories under the Timex umbrella. Soon brand ambassador and Aussie cricketer Brett Lee may also be accompanied by a female ambassador.

Company executives said when the new manufacturing facility of Timex India in Himachal Pradesh starts production in 2007, the 2 million unit facility will become the base to cater the Saarc countries. Timex has a 40 million unit manufacturing unit in the Philippines which caters to most of the global demand.

Salil Sadanandan, senior vice-president, sales and marketing, Timex India, told Business Standard, "Exports is an area we are looking at. The new plant will have additional capacity to cater to these markets."

However, he added that the focus would remain on the Indian market. Timex, whose Indian operations entered the black last year, is now looking at doubling its turnover by March 2008 to touch Rs 200 crore.

While the majority of the current growth happens through the Timex brand, Sadanandan said other brands like Nautica, FCUK and Opex which the company distributes in India, would contribute to 10-15 per cent of sales in 2008.

Sadanandan said the company may look at extending the brand beyond watches.

He also said they company intends to continue with Australian cricketer Brett Lee as its brand ambassador and may consider roping in a female ambassador at a later stage.

Sadanandan said that the company is also looking at increasing its brand presence primarily through its Time Factory outlets.

At present, there are 30 of these stores which the company will ramp up to 150 by December 2008.

By the end of the year, Timex is looking at having 50 Time Factory outlets across the country with the focus on metros in the north and west. All the outlets will be through the franchisee route, said Sadanandan.