This association was jointly announced by Dior brand manager Shantanu Mukerji, Fashion Design Council of India (FDCI) executive director Vinod Kaul and IMG/TWI, South Asia MD Ravi Krishnan.

As the official watch of LIFW 2004, Dior will be the first global fashion brand to tie up with this annual week long event. As a part of the association, Dior watches will present their latest Spring Summer 2004 international collection for the first time in India through various programmes during the course of the fashion week from 27 April to 3 May in New Delhi. The focus of the exercise will be to give customers an experiential understanding of the true essence of Dior watches as a fashion brand.

"Lakme India Fashion week is an exciting platform to showcase Dior as it gives us an opportunity to reach out to our couture clientele who are looking for young, fashionable and original timekeeping products," said Mukerji. "Globally, watches are premium personal accessories and have become an integral part of fashion today. Indian consumers are savvy with international fashion trends and Dior watches will complement their sense of style," he added.

"We are pleased to announce ‘Dior’ as the official watch of Lakme India Fashion Week – India’s largest back to back fashion extravaganza that celebrates the coming together of all stakeholders of the Indian Fashion Industry. LIFW provides a common platform to the Indian fashion design industry to promote the business-of-fashion and to showcase India’s design talent to the world. It is very encouraging to see hi-fashion brands like Dior participate at LIFW to display their skills and market their creations," said Kaul.

The FDCI was founded in 1998 to consolidate the position of the Indian fashion industry in the global marketplace and embodies the first step taken towards according corporate status to the fashion business in India. Krishnan said, "We would like to welcome Dior’s new association with India’s premier fashion event. I am certain that this partnership will go a long way in helping Dior achieve its business goals, and that their involvement with LIFW will be an enduring one."