BANGALORE: Titan Industries Ltd recently announced the launch of their new Gold and Steel Collection in Bangalore. The Gold & Steel Collection is a radical range of dual tone watches, international in styling, with a range of 100 different - well…styles, targeting both men and women.
 
 
Traditionally, gold watches form more than 50 per cent of the watches sold in the country, but with a limited choice of designs and styles that are available in this category. The new Gold & Steel Collection combines the sturdiness of steel with a subtle hint of gold in matt and gloss finish to present an inimitable collection of contemporary yet classic timepieces aimed at catering to the varying consumer tastes.

Says Titan Watches Head-Marketing Manoj Tadepalli, “It aims to appeal to a broad range of consumers who were earlier opting for gold watches due to lack of alternate options, this new collection will propagate a new style statement. This collection is a perfect accessory for formal and festive occasions.”

 
 
Through the introduction of this new collection, Titan aims to change the dynamics of the core of the watch market. The collection is expected to bring excitement into the category by inducing category shifts and enlarging the watch market.
Priced between Rs 1,175 to over RS 4,600, the Gold & Steel collection will be available through World of Titan stores, Timezones, Lifestyle stores, Shoppers' Stop and other leading multi-brand watch outlets across the country.

The collection will be supported by a multi-media ad campaign featuring Aamir Khan in his new look, propagating and compelling buyers towards dual tone watches as the style statement of the future. This collection truly marks a revolution as the campaign will be backed with spends close to RS 50 million to target the wedding season, one of the highest ever for any single collection from Titan.

 
 
The theme used in the ad was similar to the one used earlier by Titan - A clean-shaven Aamir Khan and his major domo prepare to leave - for a wedding this time, when Aamir notices his manservant wearing a gold watch and suggests that he try a Steel Gold watch. The camera pans onto the collection of watches that Aamir keeps in a watch-case. The servant puts on one of the watches and asks Aamir if things were okay, and Aamir – pauses for a moment and then pastes his recent trademark handlebar moustache above the servant's lip.