Xylys Boutique in Hyd

Titan Industries Limited opened its flagship boutique "� Xylys Boutique "� here on Thursday. The 900-sq ft retail store was inaugurated by brand ambassador and actor Rahul Bose. Titan launched its Xylys brand of Swiss-made watches in February 2006.

Addressing mediapersons, Ajoy H Chawla, business head (Titan), Titan Industries Limited, said, "We plan to fork out Rs 8 crore in this calendar year as marketing spend for promoting the Xylys brand."

The Hyderabad boutique has been set up at an investment of about Rs 40 lakh, Chawla said, adding that the company would be opening another boutique in Mumbai sometime next month.

Xylys will be available in Bangalore, Hyderabad, Mumbai and Delhi at the launch phase, and is being planned to be extended to 10 more cities by March 2007. The brand will be showcased at select Titan stores and high-end multi-branded watch outlets across the country.

Unconventional, the concept for the retail store allows customers to browse and pick from the range displayed in a well-lit niche in the wall, with the help of a special card reader.

The chosen models are then kept ready for the customer to make the personal choice. The Xylys range of watches comes in three collections "� Contemporary, Classic and Sport "� and offer over 60 distinctive models in the price range of Rs 10,000-33,000.