Wonders in white
Wonders in white

White has always been defined as the colour of purity, sophistication and luxury. This year, white is the “hot” colour in timepieces, imparting not only a touch of elegance to them, but also making them the perfect wear for the hot and sultry summer season.

Keeping in view the growing popularity of white, brands ranging from Esprit to Rado and Victrinox Swiss Army Watches to Dior are launching a special range of white watches for their customers.

In vogue

Watches are no longer mere pieces for keeping a check on time. Now, they have become more of an accessory, which defines their style statement. Watches have become a vital part of people’s wardrobe, which accentuate what they wear. “Watches have become a style statement these days – an accessory that reflects the mood of the consumer. White reflects a cool, look-at-me-again attitude. We launch white watches keeping in mind the woman who loves to synchronise the colours that she is wearing that day. A white watch can replace the burden of a lot of accessories that are worn to look trendy,” says Debraj Sengupta, Country Head, Victorinox Swiss Army Watches.

This trend is being targeted at the youth and the fashionistas, who love to coordinate their clothes with the right watch. “With our white models, Rado addresses a younger and more fashion-forward audience, aged 30 and above. It is getting more and more important, especially for the younger generations, to be able to express their individuality through everything they do and wear, including watches. At the same time, we will don’t want to neglect our loyal consumer that continues to buy Rado as a timeless watch. This is why, we added white watches to the Rado Integral and Rado True Thinline Collections,” says Matthias Breschan, CEO, Rado.

Ceramic is ‘in’

White watches have emerged as the ‘it’ accessory to go with the spring/summer wardrobe, which is full of floral prints and bright colours.

“Globally, white is recognised as the colour associated with the spring-summer season. Esprit, the world’s leading fashion house, in line with the colours of the season, has a range of offerings in its fashion line of apparels and timewear dedicated to the colour white, thus bringing out the fashion element for this season,” says Jeslin Panakal, Group Marketing Head, Rose Group of Companies, which exclusively markets Esprit timewear in India.

Further in keeping with the season, most of these watches are being launched in ceramic, which is known to get acquainted with body temperature rather than heating up, and is solid.

“Rado has been producing ceramic watches for more than 25 years now. A watch made of high-tech ceramic is very comfortable because it is light, hypoallergenic and takes your body temperature. In other words, it is like a second skin. Moreover, high-tech ceramic is very scratch resistant, so the watch will have an enduring beauty like the first day it was bought,” says Breschan.

“Ceramic gives a superb finish with a choice of many colours and a longer life. Hence, the material is used in watches as all these properties are required by a watch,” adds Sengupta.

Timeless classic

White watches are being viewed as a trend that would be present only for a season or so. Are these watches really for a season or are forever?

Breschan has a different view. He says, “White is a colour that you can easily wear in the summertime with light clothes as well as in the winter, when it is snowing outside. It works for any season and for any year. White is really timeless.”

“These watches are not for just a season. They become a part of the collector’s wardrobe and are worn for several occasions,” adds Sengupta.

A visual treat

For timepieces, catching the customer’s eye and turning them into potential buyers is important. In order to make these watches the apple of customers’ eyes, brands offer strong visual merchandising as well as proper shelf space.

According to Sengupta, Victrinox generally creates mood windows with LCD screens and story cards talking about the craftsmanship and functionality. Otherwise bold visuals with the watch as the hero are exhibited at prominent locations inside multi brand stores. It gives about 20 per cent shelf space to its newly launched collections.

Rado, on the other hand, creates new visuals for each new watch collection. For the Rado True Thinline visual, the white delicate petals match perfectly with the white theme. The shelf space is subjected to the availability in the individual point-of-sales. “Rado always secures a prominent space in our retailers’ outlets due to our strong products and eye-catching visuals,” adds Breschan.

For Esprit, Panakal says, “This year’s visual merchandising would see the use of different colours, which denote the lifestyle of California, which is young, colorful and retro.”

Offerings this season:






Rado True Thinline White Jubile L

·         Dial: 96 diamonds, 0972 carat rosegold colour printed Rado logo

·         Hands: Rosegold colour skeleton

·         Bracelet: 3-row white ceramic, Titanium 3-fold buckle

Rs 1,51,000 (with diamonds)

Rs 94,000 (without diamonds)


Snow White Collection

·         Ultra feminine, elegant and immaculate white watches

·         Embedded with Zirconia stones, crystals

·         Bracelet style/straps

Rs  4,995 – Rs 7,495

Victrinox Swiss Army Watches

Dive Master 500

·         Stainless steel case

·         Genuine rubber strap

·         Unidirectional rotating bezel with 20-minute indicator

·         Water resistant to 50 ATM (500 m / 1650 feet)

·         Scratch-resistant triple-coated anti-reflective sapphire crystal

·         Luminescent hands and hour and bezel markers

Rs 44,990


Dior VIII 33 mm - White Ceramic

·         White high-tech ceramic and stainless steel

·         Turning bezel set with white ceramic pyramids

·         Antireflective sapphire crystal glass

·         Hand-applied diamond-shaped hour markers

·         Silver opalineflange with luminescent indexes

·         Luminescent faceted hour and minute hands

·         Water resistance – 50 metres

Price on Request


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