US. First-time exhibitor Pevazi Inc presented two watch brands – Jeep Watches and Nivada Swiss – at the IAADFS Duty Free Show of the Americas in April. One of the aims of exhibiting at IAADFS was to achieve cruiseline listings, according to Pevazi CEO Jordi Zindel.
The company’s licensed Jeep Watches brand, launched in November 2004, boasts 110 men’s and women’s styles divided into six collections: EarthColors, Divers, Trail, Outdoors, Sky and Retro. Retail prices range from US$110 to US$250.
The watches set out to mirror the Jeep vehicle’s rugged, practical nature. For example, the Trail collection features carbon fibre dials, a compass on the strap, and water-resistance to 165ft. The Outdoor collection has a tachymeter, compass on the bezel and world time for 22 time zones. The Divers watch boasts 660ft water resistance, a screw-down crown, ratchet-turned bezel, analogue and digital displays, and moonphase.
The Jeep Watches brand is listed with Aeroboutiques de Mexico and Dufry in Mexico, the US and at Basel Airport in Switzerland. Aeroboutiques sold 90 watches in the brand’s first six weeks of listing in two stores, starting from the last week of December 2004, said Zindel. The watches are displayed in specially designed tower units.
Pevazi’s Nivada Swiss watch brand, dating back to 1879, is very popular in Mexico and is carried with “all duty free operators in Mexico”, according to Zindel. The 46-piece collection features a chunky men’s watch with Swiss movement (retail price: US$400) and a super-slim men’s model (US$400-US$500). The women’s collection includes models with mother-of-pearl dials and coloured straps, and a Mini collection of watches with tiny faces (retail price: US$300-US$500).
“A survey six months ago showed that Nivada Swiss had become the number one brand in Mexico, above Rolex, Swatch and Citizen,” said Zindel. “The brand is marketed as an affordable Swiss watch in Mexico via extensive TV promotions and billboard advertising. Now we are expanding to other countries.”
The Nivada Swiss brand has been extended to include accessories, including bags, sunglasses and small leathergoods. The sunglasses collection (retail price between US$40 and US$65) sells very well in Mexico, according to Zindel. “Late last year we introduced a floor unit holding 34 sunglasses. Aeroboutiques de Mexico sold 68 pairs in three weeks,” he added.
