Alba watches, part of the Seiko Watch Corporation Japan and represented by Al Futtaim Watches and Jewellery, has unveiled its new corporate image and range of timepieces for a new, fast-paced and stylish consumer.

As part of a GCC initiative, Alba has incorporated a fresh new look to attract a wider, more youthful consumer audience, presenting a collection of watches that will enhance and support their current mass-market strategy for the Gulf.

"Alba translates as 'dawn' in Italian and Spanish, it's the breaking of a fresh day, of new learning, a modernism of the Alba brand and timepieces that have been introduced today, reflecting our strategy to develop Alba amongst a younger market," said W.K. Lee, international sales and marketing manager, Alba.

Launched by Seiko more than 20 years ago, Alba offers quality products at an affordable price, in their key markets of Asia and the Middle East.

Always concentrating on a mass-market strategy, Alba recognised a niche in targeting a younger audience, an audience that today see watches as fashion accessories, so prefer to have a collection of watches, rather than just one expensive timepiece.

"With such strength and presence in our existing markets, it was only a matter of time before we felt we were in a position to research the possibilities of targeting a younger market of potential Alba consumers. To include a market that will, through communications and brand identity, view Alba as a fashion lifestyle accessory," said Lee.

"We are very excited to be part of Alba's lifestyle brand enhancement and to be executing the Gulf brand strategies, from Dubai," added Anthony Hudson, divisional manager, Al Futtaim Watches and Jewellery.

"At Al Futtaim we pride ourselves on the strength of the brand image, and hope that this understanding and approach will confirm a strong Alba presence in the watch market."