Bangalore: Titan plans to launch a new watch collection branded 'Desire' comprising 100 watches spread over of its sub-brands - Raga, Nebula, Regalia and Bandhan.
The new models are based on various elements like flame, starlight, dew drops, leaf and aqua and are available in steel, gold and gold plated versions. Each watch carries evocative names based on its inspiration such as Dewdrop, Flame, Horizon, Starlight and Breeze.
The watches are available in the form of bracelets and kadas and are textured or patterned and mother of pearl dials.
The company has completely revamped its 'Raga' collection of watches and added 30 new models priced between Rs2,000 to Rs5,000 and targeted at women for this festival season.
The new Titan Regalia collection includes a collection of 40 new models targeted at men priced in the Rs3,000-7,000 range. It is also launching eight new variants in the Titan Nebula range of watches in 18 carat gold priced at between Rs 8,000 and Rs95,000.
Titan has accompanied the new launch with a new ad campaign titled 'Dil se, Shaan se.' The TV campaign features Aamir Khan while for the print campaign the company has signed up actress Rani Mukherjee.
The campaign is in continuation of the brand's current communication strategy to focus on gifting.
During October and November period last year, Titan sold Rs20 crore worth of watches and is aiming to achieve 25 per cent sales growth over the last festive season.
The Desire Collection from Titan Raga will be available at all World of Titan showrooms and multi-brand outlets across the country. The new collection will be supported by a high blitz marketing campaign comprising outdoor, print and point of sale advertising.