Aiming to cover 50 points of sale across most major cities and metros in India by December 2007, the brand presence would be mostly across multi-store outlets that already sell Swatch Group brands. The brands would also be present at high street locations and luxury malls.

Hamilton is a mid-range American brand, where as Leon Hatot is a high-end luxury brand of watches and jewellery for women. Hamilton already has a selective presence in India.

Hamilton''s manufacturing hub was moved from the US to Switzerland four years ago. Prices of watches will range from Rs25,000 to Rs80,000. The average price tag will hover at Rs35,000. The brand comprises two basic collections, the American Khakhi, which is inspired by military timepieces, and the American Classic collection that draws its inspiration from Hollywood.

For marketing and brand-value creation in India, advertising would span lifestyle magazines along with some degree of involvement with Bollywood, drawing on its previous associations with over 300 Hollywood movies.