Dubai: Luxury and fashion brand distributor Groupe TWC is planning to expand its footprint in the Middle East. According to Didier Di Fusco, regional manager at Groupe TWC, this region — which also includes India and Iran — is their largest market.
"Between 20 and 30 per cent of our export sales worldwide come from the Middle East in terms of volume. But in terms of value, 50 per cent of our luxury watch business is done in the Middle East," Di Fusco said.
Saudi Arabia takes prominence due to its size and purchasing power. The UAE and Kuwait come a close second. Groupe TWC specialises in the conception and distribution of Cerruti watches as well as Hello Kitty, Ted Lapidus and Eden Park brands.
Cerruti recently launched its Spring/Summer 2010 collection. The collection, which will also be available in the Middle East, has three themes: Pure Elegance, Classic Sport and Italian Chic. Di Fusco hopes to expand Cerruti's product line in the region, which now comprises only watches and jewellery.
Exploring new areas
"We want to introduce more lines in the region and to have more visibility with standalone boutiques," Di Fusco said.
Created in 1967 by Nino Cerruti, Cerruti is famous for its tailored cuts. Its watch collection, Cerruti 1881, continues to create pieces featuring fine craftsmanship to suit men of all tastes with new lines for women as well.
While Cerruti has been traditionally associated with men's clothing and accessories, the brand is now striving for more women's lines. "The man was very much perceived as the key customer for Cerruti. Recently, we have started to introduce more women's lines.
"While previously our product offering was 80 to 90 per cent men, this year we're looking at 40 per cent women and 60 per cent men," Di Fusco said. Cerruti recently opened stores in Muscat and Saudi Arabia. It is also in discussions to open shops in Syria and Bahrain. In Asia, the brand will open six shops in the coming year.
Di Fusco said Cerruti 1881's placement in the lower segment of the luxury market was to ensure the products remain affordable.
"We are perfectly aware that there is a decrease in sales of luxury items, but Cerruti 1881 is a luxurious but affordable brand.
"While the prices of high-end timepieces can be priced from $3,000 (Dh11,015) to $5,000, our prices start at $350 and go up to $1,200 for the diamond Swiss watches," Di Fusco said.
