Monday, November 16, 2009

Little about TITUS history...

I couldn't find any about Titus watches history even in Wiki...
But I found in www.solvil-et-titus.com about its short history.

Paul Ditisheim (1868-1945), a well-known watchmaker and inventor, was an extremely prominent figure in the Swiss watch industry of his time. In 1887, he named one of the initial models he created, Titus, and thus the brand Solvil et Titus was born. Solvil, an abbreviation of Sonvilier, is the Jura village in which a factory for making watch components stood and Titus was a highly talented and skilled Roman Emperor of the first century.Ditisheim was immensely interested in researching and manufacturing chronometers, and was extremely successful at it, demonstrated by the fact that his products hold records for precision as deemed by the prestigious international trials carried out by the Royal Observatories of Kew-Teddington and Neuchâtel. His products ranged greatly from navigational-purposed watches to chronometers with automatic display of sunrise and sunset time to the minute each day; from watches with perpetual calendars to ones that could strike and incorporated chimes, from chronometers with equations of time to many others with many complicated features.
Marketed under approximately thirty brands, all of these chronometers and watches substantiated his creativity, skill and innovational abilities.

In 1930, Ditisheim handed Solvil et Titus over to Paul-B. Vogel, who foresaw the necessities of broadening the market for watches and of creating an international distribution system. As the demand for exclusive articles was being overtaken by the mass market demand and assisted by the fact that the Swiss watch industry made impressive progress after World War Two, Solvil et Titus expanded. This meant an approach consisting of more dynamic commercial methods as well as a revolution in watch conception and manufacturing.Between 1950 and 1970, the watch market developed rapidly throughout the world. In 1963, the Société des Garde-Temps S.A (SGT) was created, and Solvil et Titus became one of the members of this important group. New geographic, sociological and economic markets started to appear and in the 70s, Solvil et

Titus was made available in the Asian market.Solvil et Titus launched its first series of romantic TV commercials in 1988, starring diva Anita Mui. Evoking a love story set in old Shanghai, the debut campaign promoted a watch line based on the theme of antiquity and proved immensely successful. As a result, sales of Solvil et Titus watches skyrocketed, with the brand becoming a symbol of romantic expression. Even today, the Chinese advertising slogan “天長地久” (translated as "Love lost is perhaps the love that remains with you for all time”) is widely remembered.The Solvil et Titus brand image was reinforced and enhanced by a further series of extremely compelling and moving advertisements. Featuring superstars such as Dave Wang Chieh, Chow Yun Fat and Andy Lau as well as world-renowned footballer Ryan Giggs, they have become classics of Hong Kong’s advertising industry.
After its success in Hong Kong, Solvil et Titus expanded its sales and marketing activities to Singapore, Malaysia, Thailand, Taiwan and Mainland China. Since then, Solvil et Titus has become a popular watch brand throughout the region.Nevertheless, the public’s attitude towards love was influenced by changes taking place in the society. People were more reluctant to make a commitment to a lifelong love. As a trendy brand, Solvil et Titus redefined its brand image and adopted a new slogan “Follow My Own Time” to appeal to the independent nature of the modern society.

Still synonymous with love, the positioning of the brand was not confined to romance, but also embraced the love of family and friends as well as the concept of self-respect. Along with its new identity, the brand launched a striking brand campaign in 2003, successively featuring Sammi Cheng and Karen Mok, the icons of stylish and individualistic modern women. The design of the watches also became more contemporary to cater to the taste of the young and the young-at-heart.Together, Solvil et Titus represents a brand name of a watch company whose international reputation has grown steadily over the years. The renown the company enjoys today is not only due to its founder’s inventive genius, but also to the quality of their various watch components.Throughout its six years, Solvil et Titus has shared the topic of “love” with modern women through the use of its celebrity ambassadors. This has not only enhanced the brand’s status in the fashion and accessories market, but has also forged a closer relationship with its customers. Re-emphasising the brand’s romantic nature, Solvil et Titus launched an integrated brand campaign under the slogan “Time is Love” this summer. It invites modern men and women to share their points of view towards, and their experiences about, love. The campaign began with a “Time is Love” survey, with the results announced in June.

The survey was conducted in April by Synovate, an authoritative international research company, and covered nine cities from three countries - Mainland China (Beijing, Shanghai, Shenzhen and Guangzhou), Hong Kong, Singapore and Malaysia (Kuala Lumpur, Johor and Penang). Approximately 1,200 men and women aged between 20 and 36 were interviewed about their opinions towards the correlation between among love, time and money. The survey results were disclosed in a series of teaser advertisements in newspapers and outdoor media to arouse public interest. Details of the survey results can also be viewed on timeislove.com.hk and parallel websites in the other districts. Following the “Time is Love” survey, Solvil et Titus launched its first brand advertising visual in late June. The two taglines featured in the advertisement – “Take a lifetime to find love?” and “Seize a moment for passion?”, have brought about the contrasting attitudes towards love. The rabbit and wolf images used in the visuals also symbolized women of different personalities. The advertisement was aimed at igniting the audience to examine their own attitude towards time and love, and voice their views on online discussion boards. The campaign successfully enhanced interactive communication between Solvil et Titus and its audience, as well as the brand image among its group of target customers.

Hmm.... That's the story of TITUS, right now the brand is under City Chain-Singapore's company.

3 comments:

  1. Thanks for this wonderful background. Very informative.

    -John P.

    ReplyDelete
  2. This is a good source... thanks for researching!

    Sell Rolex Watches

    ReplyDelete