Gc is continuing its plan to increase the visibility of the brand, using a two-pronged assault: high quality product and an array of brand boutiques around the world.
“We just opened our Gc boutique in London,” says Cindy Livingston, president and CEO, Sequel (Gc). “We are going to do limited edition watches to celebrate the boutique openings, with high-end movements. In addition, we are adding some feminine pieces in the line, and adding diamonds to the dials and the bezels, for women. We have only ever done limited models in diamonds, but the whole diamond story is underdeveloped in the brand. We want to take the brand to 50 - 50 male and female, as right now, it's about 60 - 40.
“We really believe, especially with what is happening right now, there is a place for us in affordable luxury,” Cindy continues. “It doesn't take moving a mountain to buy our watches, we are priced from 350 to 900 Euros. By the end of 2009, we will have 25 boutiques around the world.”
With the newest product, including the Gc CL-1, which uses a Valjoux 7750 with power reserve, Gc is working to increase the brand awareness and have people choose Gc because it is Gc. “People buy Gc today for the wonderful watches and great price points,” Livingston explains. “By having boutiques around the world and spending a lot of money in advertising, all of that will help put the brand forward and make it more recognizable. I have a five year goal for Gc to be number five in units shipped from Switzerland. We are in the top ten right now.”









Source: Europa Star April-May 2009 Magazine Issue