Kevin Pietersen is the face of Citizen in India

Japanese watchmaker Citizen has made English cricketer

Kevin Pietersen its brand ambassador in India. Citizen aims to enhance image and visibility in India to grow its business in the country.

Pietersen is the company’s brand ambassador in various countries, including England and the Middle East. The company is looking at various other measures as well, including introduction of new products, to enhance its brand value in the country. It is also looking at the shop-in-shop concept to promote the brand, over and above the 600-plus points of sale and 20 exclusive showrooms.

Citizen currently has around 50 shop-in shops across major cities in India and the plan is to add about the same number in the near future. Currently, it is focusing on major cities but going forward would also look at Tier II cities. The Japanese firm, which sells around 600 models of watches in India, expects its Eco drive range of watches to propel its business in the country. Earlier this range was just 20 to 30 per cent of its revenues, now it has become more than 60 per cent.

Citizen, a 3 billion dollars (Rs 16,215 crores) company, launches around 50 to 70 new models in the country every year.