SWITZERLAND. Swiss premium writing instruments maker Caran d’Ache launched its first ballpoint pen developed “100% for ladies” into the travel retail sector at the TFWA World Exhibition last week.
In time for Christmas, the Ecridor Eclat is a silver-plated rhodium-coated pen finished with 35 Swarovski crystals. The crystals are placed in the Arabesque engravings of the hexagonal-shaped pen.
The Ecridor Eclat was first launched in Switzerland’s domestic market, before being released into the travel retail channel this month.
International Duty Free Manager Urs Messerli said the pen had been highly successful so far. He believed its success to date was based on a combination of price (a duty free price point of US$129) and the elegance of the pen itself. “A lady may be prepared to spend a lot of money if it is the right price point and the right pen,” he added.
The pen maker has a long standing relationship with Swarovski, which Messerli said the company will continue to nurture.
Caran d’Ache teamed with famous Swiss architect Mario Botta to develop the Mario Botta pen for men, exclusive for 2005. The elegant pen, with a duty free price point of €1,079, is cylindrical-shaped and decorated with a peacock feather that slips into the top of the pen so that it can be used as a fashion accessory that sits nicely in the front pocket of a jacket.
In addition, Caran d’Ache offers three pen and watch gift sets exclusive to travel retail.
The top travel retail markets for Caran d’Ache pens are Asia Pacific, Europe, and the Middle East/Africa. Caran d’Ache is also targeting the China domestic market, with a shop-in-shop in Shanghai and Beijing and plans to open another one in Wenzhou shortly.
About Caran d’Ache
Founded in 1924 in Geneva, Caran d’Ache is Switzerland’s only manufacturer of pencils, fine arts products and writing instruments. Caran d’Ache is number two in worldwide distribution after Montblanc. It has earned an international reputation for supplying luxury writing instruments and accessories, and fine arts materials as well as a range of office supplies.
MORE STORIES ON CARAN D’ACHE
Caran d’Ache on the write path in Asia – 22/06/05
Caran d’Ache opens first shop-in-shop at Zürich – 15/10/2004
Frédérique Constant and Caran d’Ache release pen and watch set – 06/08/2004
