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Jacques Farel Vice President of Marketing & Sales Joanne Froidevaux at the TFWA Asia Pacific exhibition |
HONG KONG. Watch and accessories company Jacques Farel recently introduced its expanded product range for kids and teens at the TFWA Asia Pacific exhibition in Singapore.
New additions include sunglasses and pen gift sets, as well as a jewellery collection specially designed for girls.
“Sunglasses sets and pen sets are ideal for back-to-school, especially in the summer,” Jacques Farel Vice President of Marketing & Sales Joanne Froidevaux told The Moodie Report. The sunglasses set features a watch and matching 100% UV protected sunglasses for boys and girls.
The watches come with 3D rubber molded straps and motifs such as hearts and butterflies for girls, and football and pirates for boys. Similar motifs are also found on the temples of the sunglasses.
Watch straps feature unique features such as “˜Smells nice’ (straps perfumed with scents of strawberries) and “˜Glow in the dark’ that are popular with kids.
Also new for the gift sets category is a 3D pen collection. “We’ve developed a range of unique 3D pens to match the watches, also with the “˜Smells nice’ and “˜Glow in the dark’ features, and ideal for back-to-school – a really fun pen for children,” said Ms Froidevaux.
Besides sunglasses and pen sets, other gift sets include luggage tags and photo frames paired with Jacques Farel kids’ watches.
“We’ve also introduced a stainless steel jewellery collection for little girls – featuring little necklaces, bangles and charms – sort of a “˜my first jewellery’ concept,” she added. The Jacques Farel My Jewellery Collection comes in pink packaging to appeal to its target market.
The company is currently developing a similar collection targeted at boys. “As we can see now in fashion, more and more men are wearing jewellery, and boys are very sensitive to looking cool like their fathers,” Ms Froidevaux explained. “So there are actually more and more boys who are looking to wear some sort of cooler jewellery, such as shark’s tooth and skeleton heads”¦ this is something we’re working on right now, and that will be introduced leading up to Christmas season.”
The upcoming festive season will also see new gift sets for Halloween and Christmas.
For next year’s TFWA Asia Pacific exhibition, Jacques Farel plans to draw focus to its adult ranges, which form the basis of the company. “The core of the company is really ladies’ and gents’ watches that are affordable but fashionable. So our aim for next year here is to create further impact with our ladies’ and gents’ fashion lines,” said Ms Froidevaux.
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ABOUT JACQUES FAREL
Founded in 1984 by Swiss owner and Managing Director Jacques Froidevaux, Jacques Farel is a family-run business which provides a diverse portfolio of children’s, women’s and men’s watches and accessories.
Its children’s line comprises the Jacques Farel Kids and Youth Watches & Accessories collections, which feature watches, gift sets, sunglasses, hand bags and back packs, caps, and alarm clocks. The line targets boys and girls aged from 4 to 14 years.
The idea to develop a concept for kids and youth started with Mrs Froidevaux, who had a teaching background. “[Back then] there was not so much in terms of branding for kids out there, and that was one of the reasons we started Jacques Farel Kids,” said Ms Froidevaux.
“Kids are evolving everyday: a seven year old today is probably more grown-up than ever before, and they really know what they want and what’s cool and what’s not, so as a company – and as designers – we have to keep up with that progress.” To this end, the company regularly conducts market research and studies with kids’ groups, said Ms Froidevaux. “The brand has really shaped up to be a complete lifestyle concept for children and teenagers,” she added.
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MORE STORIES ON JACQUES FAREL
Jacques Farel to add sparkle to kids’ collections at TFWA Asia Pacific – 19/03/08
Jacques Farel offers new dimension to kids’ world – 30/04/07
