Time Factory repositioned as Timex World in India

The Netherlands-headquartered Timex Group has repositioned its multi-brand

retail chain Time Factory in India. The chain will now be called Timex World. There are 100 Time Factory stores in India at present. The company believes that the new name is close to the name of mother brand Timex, so it will help in attaining strong repositioning in the watch industry.

Now, Timex World stores will display an assortment of various watch ranges and premium interiors. The new display guidelines for the products will be on par with the international feel. The visual display of these stores will showcase the imagery of the new brand campaign 'Wear it Well' launched in January, in line with the global positioning of the brand.

Timex's joint venture with Titan Industries in India ended a few years ago (1998-2000). The label has now tied up with premium apparel brands such as Nautica and luxury fashion house Ferragamo as well as Versace, for whom Timex designs and markets watches the world over.