The brand SevenFriday may not sound familiar to many Malaysian watch aficionados for now but the huge interest it has garnered during its launch tour recently is a pointer of a very bright future.
The Zurich-based watchmaker is poised to grow its sales by 25 to 30 percent supported by a growing fanbase hot on the heels of its introduction to the global market 16 months ago.
Its founder Daniel Niederer said a new watch will be launched in June called the “M” series. This would increase the choice of “entry-level” mechanical watches and at the the same time grow the fanbase of mechanical watches in the country.
“SevenFriday opens up the accessibility of mechanical watches. Currently there’s a limited range of design in the entry price segment, which probably makes people wanting to buy something more expensive or not to buy at all," said Niederer.
He expects the fanbase of SevenFriday to continue to grow in the country, due to its relatively “fair price” and unique design.
“What we deliver is fair price. I think of the growing middle class (in Malaysia), it is not completely wrong price, at least,” he added.
Since its debut 16 months ago, 12,000 SevenFriday wristwatches have been sold globally.
650 pieces was sold in Malaysia, with four months backorder recorded.
“I am overwhelmed. We have only had just over a year of existence. We couldn’t have asked for a better start for a brand still fresh out of infancy".
Speaking about the its new product line, the “M” series, Niederer said it will maintain the rectangular case shape but not its dial, design and movement which will be quite different.
Niederer was in Malaysia which was one of the stop of the SevenFriday World Tour 2014.
The company recently completed the “P” lines with eight models, with starting prices of RM3580.
Shafizan Johari
Sat Feb 22 2014
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