Titan ties up with Italian motorcycle brand Ducati to sell its limited range

NEW DELHI: In a novel marketing technique, the Titan brand of watches has tied up with Italian motorcycle brand Ducati to release a new range inspired by the technology and finesse of the Italian brand.

The Titan Ducati collection comprises eight watches and will be available in Delhi, Bengaluru and Mumbai for the next eight to 12 months.

Said to have been inspired by the naked Ducati bike models, the watches costing Rs 22,995 to Rs 26,995 have features like multiple piece case construction, stainless steel body, carbon fibre dials and fully automatic multifunction calibres.

Titan will not sell these watches in volumes but expects to sell 5000 models, showcasing the features of Titan as a brand and a timepiece, along with the personality of Ducati.

According to Titan Global marketing and product head Rajan Amba said, "Collaborations are nothing new for Titan that has in the past partnered with other brands as well. From cars to Marvel super heroes, Titan thrives on shared messaging and mutually beneficial alliances."

Referring to the high price, he said the look, feel and design intricacy of the movement and not the price mattered.

Amba says "We are going to use outdoor publicity in Bangalore and Bombay, while in Delhi the focus would be print. We are choosing large hoardings and good locations."

Ducati Motor holding S.p.A B.U. director apparel & brand development Lucio Attin? said, "We are delighted that a great company such as Titan selected the brand Ducati to launch a new collection of sport inspired watches in India. This represents the confirmation that Ducati is more and more a global brand expressing the values of sport, style and performance, well beyond the boundaries of the motorcycle world."

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