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Brand News From Marco Moore, Forevermark, Frederique Constant, And Swatch March 12, 2014 (0 comments)


Forevermark Hosts Third Annual Canadian Partner Forum

Palm Springs, CA—Forevermark’s third annual Forevermark Canadian Partner Forum was held at the La Quinta Resort February 28-March 2. The forum focused on sharing ideas to grow the Forevermark presence in Canada.

Forevermark US president Charles Stanley discussed the status of the brand in Canada during his opening remarks.

“The focus of 2014 is around our current partners, to improve the assortment of Forevermark in-store and continue to raise brand awareness to help grow their diamond business. The De Beers group has made Forevermark a strategic focus for their long-term business plans and we are committed to fulfilling Forevermark’s promise in Canada,” noted Forevermark U.S. President Charles Stanley.

Retailers also learned of current advertising plans, co-op program details, and updates to 2014 marketing materials. Forum participants attended breakout sessions to discuss their Forevermark experiences and share ideas, and had the opportunity to view the latest collections and inventory from Forevermark Canada manufacturers A. Link Manufacturing, Crossworks Manufacturing, Martin Ross Group, and Natalie K. Diamonds.


Frederique Constant, Alpina First Luxury Watch Manufacturers To Embrace Google Glass

Geneva, Switzerland--Swiss watch brands Frederique Constant and Alpina are the first to incorporate the fledgling Google Glass technology into their 2014 brand strategies. As part of the Official Google Glass Explorer Program, the brands are laying a foundation that will change how luxury timepieces are merchandized, marketed, and shared, in line with the Frederique Constant Group’s spirit of innovation and modernity.

The new device will transform the brands’ processes of training and communicating with its representatives worldwide, beginning first with a new approach to merchandising.

Frederique Constant and Alpina sales representatives ensure that retail displays are merchandised in accordance with brand guidelines.  Reps deliver photos of their re-merchandised and replenished displays back to the shared internal database via an in-house developed iPad/Android app.  The insertion of Google Glass capabilities allows brand directors to create brief and easily understandable “How To” videos from the first person point of view.  Now brand sales representatives will be able to access tutorials on merchandising, technical functionality of timepieces, and more, in an on-demand setting.

“Leading innovation and embracing technologies in a luxury way is what our brands are all about, so this union is quite logical,” said Ralph Simons, president of Alpina Frederique Constant Americas and the initiator of this project. “Since gaining membership to the Google Glass Explorer Program, we have been actively developing best approaches to integrate these smart glasses into new and existing brand processes.”

Separately, The Alpina sailing yacht won the 2014 Heineken Regatta in Saint Maarten. Alpina operates a Swan 82-foot FD to promote its collection of sailing watches. Launched in 2012, the Alpina Regatta Timer features an unique countdown mechanism, enabling sailing yachts to start regattas flawlessly. Winning the 34th edition of the world famous Heineken Regatta is a strong confirmation of Alpina's timing precision.

Alpina raced three regattas around St. Maarten and opposite Anguilla, March 7-9. Every day featured a 26-32 nautical mile race, and Alpina finished each first, giving it a solid overall first position for the entire regatta.

"We are very happy with these results. Obviously it's a true pleasure to win," said Alpina helmsman (and CEO) Peter Stas.


Marco Moore Targets Ritz-Carlton Guests

New York, NY—Marco Moore kicks off a new ad campaign (below right) with Ritz Carlton magazine this spring, and additional publications for the campaign will be announced in the near future, says brand founder and president David Zar.

The Marco Moore brand offers limited edition jewelry and watches (image, top of page) for sale in high-end independent jewelry stores. The watches are made in Switzerland and feature stainless steel with diamonds, gemstones, and alligator, crodocile, and python straps. Opening price points are around $2,500. The jewelry is 14k or 18k gold in a variety of colors and finishes, with diamond and gemstones. 

Read more here.


Swatch Sues Target Over Zebra-Print Watch Designs

Minneapolis, MN—Target Corp. must feel like it has a target on its back these days. Still reeling from profit declines following its infamous holiday data breach, the retailer now is being sued by Swatch AG for trade dress infringement. The Biel, Switzerland-based watchmaker claims that watches being sold by the retailer impinge on its colorful zebra-strapped watch designs. According to multiple reports in Women’s Wear Daily, National Jeweler, and the Minneapolis/St. Paul Business Journal, the retailer—which sells multiple styles and brands of watches with zebra print motifs—has stated its policy is to respect the intellectual property rights of others and it expects the same from its vendors and partners.

It’s not clear which watches are at issue. Peter Berger, a well-known intellectual property attorney in the jewelry industry, has discussed trade dress and copyright infringement in previous editions of The Centurion. According to this article addressing a potential lawsuit from the plaintiff’s point of view, “in order for an accused design to be found infringing, the designs must be “substantially similar” and the accused design should have been copied from the original. The closer the designs, the more a court can presume actual copying so long as the first design was publicly available. Access will be presumed if the designs are almost identical.”

At press time, a screen image from Target's website, above, showed zebra-patterned watches available from Timex, Hello Kitty, and the store's own private-label Merona brand. Below, Swatch's multicolor zebra-strap watches.

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