Luxury Watch retailing

AP Group is a pioneer company managing retail distribution of luxury and lifestyle products.  They are a leading distributor of luxury watches including Gc Watches, Guess Watches,etc. In a candid conversation with Shipra Srivastava, Ms Ivana Perovic, CEO-AP Group spoke about their business strategies.

Shipra Srivastava (SS)- Kindly throw light upon AP Group’s journey in Indian Market so far.

Ivana Perovic(IP)- 18 years ago, when the seeds of the retail industry in India were only just being sown, the AP Group began its journey into luxury and lifestyle retail. Since then, the Group has dedicated itself to the distribution and retail of international luxury and fashion brands in India. Our distribution venture commenced with the incorporation of watches of Switzerland. We have brought globally renowned brands like Gc Watches and Guess watches to India. Our current distribution portfolio includes the Guess and Gc range of watches, Havaianas – Brazilian flip flop brand and Swarovski Crystals. These brands are retailed pan India through GUESS Accessories Stores, Lifestyle, Shoppers Stop outlets and Multi Brand Watch Dealers 

SS- Please talk about the various marketing strategies used.

IP:  Our Marketing plan for Gc and Guess involves brand and loyalty building exercises via boutique promotions, key account promotions, strong PR and constant communications to generate top of the mind recall. Our Campaign ‘Moments of Smart Luxury captured by Gc’ is one such initiative which is a blend of photography, art, ambition, success, expression, fashion and most importantly ‘people’. Gc, one of the renowned Swiss watch brands, chose enterprising and innovative individuals from different walks of life to be a part of its global initiative. These Rising Stars were captured on camera by, Brazilian born, photographer, Pino Gomes, as they lived their Moments of Smart Luxury in their favorite Gc timepieces. 

SS- What are your distribution channels?

IP- As distributers and retailers of GUESS and Gc watches pan India we sell through both exclusive retail outlets and individual retailers. We retail Gc watches through exclusive boutiques at Palladium in Mumbai and Select CityWalk in Delhi. Both GUESS and Gc watches are also available at Shopper Stop, Lifestyle, GUESS Accessories Stores and Multi Brand watch outlets across India.

SS- How can a customer ensure authenticity of the product?

IP- To be sure of the authenticity please purchase the watch only from authorized retailers. Claim for the guarantee card and the warranty certificate. Make sure that you completely fill in the reference number, the date of purchase and the full name and address of the retailer.

 SS- Please explain the idea of a watch boutique.

IP- The experience is the difference when it comes to watch boutiques and a regular outlet. Apart from the boutique having more variety, a customer can feel the difference in terms of the experience when it comes to assistance, the knowledge and clear understanding of the product by the sales person. The post purchase services are much more focused in a watch boutique. Our Gc boutiques showcase a varied mix of collections that appeal to the taste of the discerning Indian customers. The collections range from classic to modern day styles.

SS-Please elaborate on latest watch retail trends in terms of watch shopping?

IP- The latest watch trend in terms of watch shopping includes the extreme increase in the sale of men watches, matching to that of Women. Bright coloured watches are a great trend, over the earlier preferred metallics. Rose Gold collections are gaining favorable audiences. Ceramic watches such as the Gc Diver Chic collection is a bestseller indicating growing trend of monochromatic watches.