Dubai: Apple’s is not the only upcoming watch launch in the UAE. Japan’s Rhythm — a volume leader when it comes to clocks — has made sure of that, by winding up with a foray into the mechanical wristwatch category. The company’s plan is to test the UAE market first and based on demand generation over the next six months look to make similar moves on the rest of the Gulf.
But with all of the anticipation reserved almost exclusively for smartwatches, and Apple’s in particular, can Rhythm tick? According to Takanori Kudo, President of Global Sales and Marketing at Rhythm, “We are not focused on mass production unlike (some of the) other watch brands. We are aiming to be more like a personal accessory. We believe this (smartwatch) might put the squeeze on some mass brands’ expectations ... but not Rhythm.” (Rhythm watches will have a price tag of Dh400-Dh1,200, with the local distributor, Time Center, rolling it out among a 200 plus retail network.)
According to market feedback, watch buying in the UAE has had a good two years, with demand for top-notch Swiss labels exceptionally strong among local and GCC buyers as well as the free-spending overseas tourists. The mid-range category, with prices at Dh1,500-Dh5,000, too perked up considerably in the last 12 months.
For its entry into watches, Rhythm did take its time. “Over the last 10 years we concentrated on the clock business and after it became successful, we started on the watches.
“Rhythm is not just focused on mechanical watches — at this moment, we are aware of the smartwatch situation and we are fully capable to develop our own model. But we are waiting for a mature market response in order to react.”
The brand has already been tested out extensively in Japan and China as well as some of the other Asian markets. “Now is the opportune time for Rhythm to make its move into the UAE, which is a market where the brand’s range of clocks already are well-known,” said Frederick Rebello, Managing Director at Time Center. “If we can prove ourselves in the UAE, our intention is to try and pick up distributor rights for the other Gulf territories as well. In the next six months, we should have a clear direction.”
“There’s no denying that smartwatches — and Apple’s launch — could create a new buzz in the watch industry. But the way we see it, there will be a wide base of users of smartwatches, but they do tend to have a mono design.
“Mechanical watches can be moulded in many different ways — from a utility perspective to one that can be a genuine fashion accessory. There is greater flexibility on design, materials used and on which time of the day it can be used. With those options, it will not be too difficult to create a brand awareness for a new entrant and with the right price points.”
