Timex has been chosen from among 711 consumer brands in India that were evaluated under 98 different categories to identify the strongest brands in India; it is one of the only two watch brands selected. The Superbrand juggernaut has now rolled out to 26 countries around the world including the UK, the US, France, Australia, Germany, Italy, Holland, Hong Kong, Malaysia and India.

Says Timex Watches managing director and regional director (South Pacific and India) Kapil Kapoor: "We are delighted to be declared a superbrand to coincide with the sale of over a 100 crore Timex watches around the world. Being a Superbrand means Timex is in the consumer branding hall of fame in the very first year of the advent of Superbrands into India. Brett Lee, our brand ambassador and cricket''s Mr Swift, should love this."

The Superbrands Organisation has been tracking the branding phenomenon for the past 10 years. The criteria for selection of the winning consumer brands include perceived brand image plus the brands'' mind share, goodwill, consumer loyalty, trust and emotional bonding.

Says Superbrands India CEO and Superbrands India Council chairperson Anmol Dar: "The Superbrand status is most coveted and all the brands which have made the first year lists in India are making history as well."

These brands were evaluated by the doyens from the world of commerce and industry. The include Dalip Sehgal, executive director, Hindustan Levers Ltd; KMS (Titoo) Ahluwalia, chairman, AC Neilsen ORG-MARG; Mike Khanna, CEO, J Walter Thompson; Nabankur (Nauby) Gupta, group president and full-time director, Raymond Ltd; Piyush Pandey, group president and national creative director, O&M; Pradeep Guha, president, Bennett Coleman & Company; Sunil Alagh, former MD and CEO, Britannia Industries Ltd; Tara Sinha, chairperson, Indian Institute of Mass Communications; and Yogi Dewashwar, chairman, ITC.