Titan Industries has launched its new Super Fibre range of watches under the Sonata brand.

Mainly aimed at the 16 to 25 year age group, the watches have a strong and stylish appearance, designed to apeal the the youth segment.

Targeted at thelarge sub-Rs500 market in urban, semi-urban and rural India, the sporty Super Fibre range has been designed primarily for youth in a variety of colours. Watches in this collection are affordable and priced up to Rs550.

The Super Fiber range is available in 68 different designs, of which 47 are analog watches and 21 are digital.

''Sonata is India's largest volume brand of watches today, with a sale of over 5 million watches per year," said Bhaskar Bhat, managing director, Titan Industries Limited.

"Sonata's new entry into the sub-Rs500 segment with Super Fibre is a very significant move for us. These watches will appeal to young Indians across all markets, including smaller towns and villages of our country. Their superior quality, trendy designs and affordable prices make them an unbeatable combination. We are confident that with this new product thrust, Sonata is on its way towards becoming a 10-million watches per year brand in the next three years. This will also make Sonata one of the largest volume brands of watches in the world,'' Bhat added.

Titan says the watches are made with material of superior and durable quality; its straps are made of poly urethane and the watch cases are made of acrylonitrile butadiene styrene (ABS), making the watches much more flexible and longer-lasting.

Super Fibre watches also come with a one-year replacement warranty on the entire range.

Analog watches in this new range boast of a rotating bezel and scratch-proof surfaces, while the digital watches offer attractive features like light inside, a stop-watch and alarms.

All the watches come with the attractive feature of being water resistant upto 30 metres. The watches perfectly symbolize the tag line of Super Fibre, ''Super Strong, Super Style''.

The new range will be supported with a strong, 360-degree marketing campaign. This includes a newly shot advertisement with Mahendra Singh Dhoni which delivers a strong statement on the watches being super strong, water resistant products for confident Indian youth, as symbolised by Dhoni and a surprise new face.