Glam Rock Watches was launched in travel retail at last month’s TFWA World Exhibition, where it introduced its new Miami Beach collection of timepieces.
The company felt it was time to find its way into this new sphere, and was present at the TFWA Asia Pacific in Singapore in order to be able to launch in Cannes.
“We realised that duty free approaches you once the brand becomes well-known,” said Glam Rock Sales and Marketing Manager Arianna Carafoli. “We thought after seven years [in their main market, the US – Ed] it was the right time.”
She explained that Glam Rock does have a travel retail strategy but it remained to be seen whether they are approaching the market in the right way, adding that the company would need to react to the market and be flexible.
New collection
Glam Rock’s new Miami Beach line is a tribute to the art deco heritage of Miami Beach. It features an array of cases in various shapes, including round, square, barrel and rectangular. Candy-colored dials are designed to be reminiscent of the iconic Miami Beach buildings.
Yellow and rose gold bracelets, silicone straps, mesh and expandable bracelets, beaded and pearl-embellished threads, and croc-embossed leather are all options – Glam Rock wanted its new line of watches to double as statement accessories.
“We have always flirted with the idea of creating watches that are true fashion accessories,” said Glam Rock Founder and Designer Enrico Margaritelli. “This new smaller, feminine, and vintage-inspired collection makes a huge statement in the fashion timepiece category.”
The collection retails at between €175 and €225.
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The Miami Beach collection features yellow and rose gold bracelets, silicone straps, mesh and expandable bracelets, beaded and pearl-embellished threads, and croc-embossed leather – allowing the watches to double as statement accessories |
Looking back on the Cannes show, Carafoli told The Moodie Report that it had been interesting to learn how travel retail differs from domestic markets and how travel retail “gives you the opportunity to enter markets where the traditional retail distribution is not a priority”.
Carafoli explained: “For example in Africa, where to be present in the regular distribution is very difficult and can be also a very limited business, the travel retail distribution may unexpectedly open you up to different and better opportunities.
“On the other hand, for other markets like the Middle East, I can say that results come only after being well settled as a brand in the traditional market. Only after that will the duty free operators start looking for you, and this is also something happened to us at this show – Glam Rock is very well distributed in Middle East.”
“For sure travel retail gives brands great visibility, and it is a market that any brand that is considered ‘international’ – or wants to be – needs to enter,” Carafoli concluded.
Click to view the YouTube video of Enrico Margaritelli introducing Glam Rock watches |
