Crystal maker Swarovski gets into the fashionable electronic accessories marketnews
24 September 2007

New Delhi: Austrian Swarovski is planning on tapping the luxurious and fashionable electronic accessories market, which is still in its nascent stage in India. The leading fashion and jewellery brand has partnered consumer electronics major Royal Philips Electronics.

According to Anindita Bhattacharya, manager, marketing and communications, Swarovski India, the country has a mammoth potential in this segment. Swarovski is endeavouring to blend fashion and technology through this partnership.

According to Philips Electronics CEO, Rudy Provoost, the electronics major is using this alliance to venture into the luxurious and fashionable electronic accessories segment. The partners are targeting the high-end and upper middle class customers, typically falling between the 20 - 40 age bracket.

Products under the tie-up will include a Swarovski-launched line of earphones, and USB memory keys made of metal and transparent crystal. The headphones come in the price band of Rs4,645 to Rs9,745, which covers four different styles that go by the sub-brands of Mirage, Amazone, Space, and Icon.

The USB memory keys sub-brands are Lock In, Heart Ware, Lock Out, and Hear Beat.

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Crystal maker Swarovski gets into the fashionable electronic accessories market