Viceroy to launch in France

The Munreco Group is to begin exporting its renowned watch brand to countries within the European Community. The first challenge will be France.

Viceroy, a watch brand leader in Spain, has decided to move into the rest of Euope, and intends doing it on a large scale. For this purpose the company has chosen the most important market of the continent: France. This first step is the beginning of Viceroy's international activities.
At a concert offered by Julio Iglesias on the occasion of the opening of the company's head office in the presence of H. M. the Queen of Spain, the Munreco Group announed its intention to launch the brand outside of Spain.
Any project of this importance requires a sound market analysis and a choice of marketing strategies and this process has taken nearly two years. The result is the choice of the prestigious French distributor, the group Alava Bitton. The Munreco Group's exacting requirements have been perfectly met by this distributor, which will soon begin its activities, with the official presentation of Viceroy in France taking place in September during the Bijorhca Fair.
For the launch the ecompany will develop an important campaign that will include advertisements in the press and feminine, fashion and decoration magazines.
According to Juan Carlos Servera, who is responsible for Viceroy's expansion programme, in the next few months the company will sign several agreements for the distribution of the brand in other important European markets and, subsequently, on other continents including South America.

Source: Europa Star Magazine
June 2002