The Swatch story in Romania started in 1993, when Top Holding decided to accept a challenge, based on a contract signed with Swatch AG, and bring the Swiss Swatch brand to the local market.
As regards the volume of imports per annum and for the total period (1993 – 2005), we can state without any doubt that Top Holding is the leader of the market, with over 70,000 pieces (data verifiable in the statistics of the Romanian customs authorities and at the National Institute of Statistics).
A reliable partner
To create the success factor, sustained campaigns for building the brand were carried out throughout the years. Many popular sports figures in Romania and worldwide, such as Nadia Comaneci and Gheorghe Hagi, were involved in the media campaigns that helped us to attract our targeted audience. The implication in sports, cultural and fashion events attracted the target market segment, and created the profile of a ‘Swatcher’: youthful, dynamic, creative and trendy.
The continuous growth in sales was strengthened by the creation of a sales network with nationwide coverage. Top Holding is present with Swatch kiosks in Bucharest in the Mall Vitan - the first mall opened in Romania in 1999, Bucharest Plaza, Constanta – Tomis Mall, Iasi - Iulius Mall, Oradea – Lotus Mall. The next opening will be in Timisoara – Iulius Mall, the biggest mall in South-Eastern Europe, which is expected to be opened in October, 2005.
Despite ongoing political and economic changes in Romania, Top Holding has never lost sight of its local values, continuing to bring the Swatch products to the heart of local communities. Today, the company provides Swatch products to all the important cities of the country, through retailers and stores with points of sales in prime locations: Cluj-Napoca, Pitesti, Ploiesti, Craiova, Brasov, Ramnicu Valcea, Satu Mare, Targu Mures, Piatra Neamt, Focsani, Bacau, Braila, Buzau, Deva, Suceava.
Past, Present and Future Success
Top Holding established itself as a pioneer in shaping the future of Swatch in Romania, its latest campaign ‘Addicted 2 Swatch’ targeted customers from 3 to 23 years old - youngsters from kindergarten to university. We strongly believe that, above all, Swatch is a state of spirit, associated with joyfulness, creativity and determination. By educating the kids to learn the time via a Flik Flak, we also educate the future Swatch fan, by instilling knowledge and fashion sense.
The next goal of Top Holding, after the steady growth of sales, is to embrace a new project, to introduce Tissot into our portfolio in the near future. We believe that it will be an opportunity for both Top Holding and the Tissot brand, as at present Tissot does not have an image on the Romanian market. It's true that it is sold by some companies, but still without a clear identity.
Our experience in building the Swatch brand, not to mention our important client portfolio, has given us the confidence and the expertise to distribute and sell a more expensive brand. In addressing the mid-range market segment, we are confident that we can create a distinctive image in Romania for Tissot, and we agree with Francois Thiebaud, the brand’s President, that we would like to make cakes not only on Sunday, but on weekdays too.
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