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The advertising campaign for Lambretta’s new Avanti range features Capella Industries Head of Design André Olovsson |
Capella Industries, which has the exclusive rights to design, produce and sell Lambretta watches, is set to return to the TFWA Asia Pacific exhibition this month with a new world time chronograph called Avanti (stand number: B26).
The Avanti name is derived from a special tuned Lambretta engine developed by Supertune, a motor services shop in Croydon, England.
Inspired by racing watches from the 1960s and 1970s and reinterpreted with a modern touch, Avanti features analog and digital movement and a carbon fibre dial. It also includes world time for 58 cities, lap times, alarm, calendar, and back light, etc.
With a 46mm stainless steel case, Avanti is equipped with power-saving mode and is water resistant to 10atm.
Avanti comes in two styles: the leather strap version (RRP: €300/US$350) has a travel retail price of €225/US$265, while the bracelet version (RRP: €350/US$425) has a travel retail price of €260/US$325.
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Avanti draws inspiration from racing watches in the 60s and 70s and is reinterpreted with a modern touch |
Besides the Avanti, Lambretta Watches will also be showcasing new mesh styles from its bestselling Cielo collection.
As reported, the Cielo collection, described as “elegant and playful watches with revolutionary gift packaging”, has proven to be suitable for travel retail channels such as inflight, duty free stores and cruise liners.
The new models come with mesh bracelets in three metallic shades: Silver (RRP: €75/US$100, travel retail price: €55/US$75); Graphite (RRP: €85/US$115, travel retail price: €65/US$85); and Gold (RRP: €100/US$135, travel retail price: (€75/US$100).
New focus in 2012
Speaking to The Moodie Report, Capella Industries Jonas Dahlgren said the company is targeting at least +30% annual growth in the next five years. Growth in 2010 and 2011 was +50% and +30% respectively.
“We are still growing quite fast,” Dahlgren said. “We are doing very well on the airlines. The inflight business has been growing significantly for us each year – we are now on almost 80 airlines, with exposure to almost one billion passengers.”
Last year saw Capella Industries delivering a boost to its airport duty free business with its new partnership with Heinemann. “Our next mission is [to expand into] the airport stores, where we would like to have much more presence in different regions of the world,” Dahlgren underlined.
Besides ground shops, the company is also looking to step up its focus on cruiselines. “We supply most of the ferries in Scandinavia and some of them in the Mediterranean, but now we’d also like to start doing some business with the cruiselines in the Caribbean,” he added.
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Lambretta Watches adds to its Cielo range new models with mesh bracelets in three metallic shades |
Dahlgren believes that the success of Lambretta Watches boils down to attractive design coupled with a diverse price range, from the entry-level, colourful Cielo to the more premium Avanti. Lambretta Watches are not present in many domestic markets, so there is a certain level of exclusivity to travel retail, which creates value for travellers.
In particular, the bestselling Cielo watches generate impulse purchase behaviour, thanks to their vivid colours and affordable price point, Dahlgren said.
With its ultra-slim and colour-coded gift packaging (measuring 250mm x 50mm x 10mm and weighing 52g), Cielo watches also help airlines and retailers save space. “The displays that we have for the watches are so space-efficient – it is probably one of the most space-efficient brand concepts in the world today. And it has proven to deliver a really high profit and turnover per square metre.”
The company is also planning to launch its own brand at the TFWA World Exhibition in October.
About Lambretta Watches
Lambretta watches are fashion accessories with a retro twist, inspired by the look, design and spirit of Lambretta scooters from the 1960s and the distinctive Italian-influenced style of that era.
For details, contact Jonas Dahlgren, CEO, Capella Industries, tel: +46 701 85 21 00 or e-mail jd@capellaind.com; or Beatrice Düring, Sales Manager Tax-Free Europe, on tel: +46 708 12 98 96 or e-mail bd@capellaind.com Visit www.lambrettawatches.com
