Watch manufacturers want to have robust identities, mentioned Paolo Marai, a Timex government who can be chief government of the brand new Swiss firm WorldTime Watches & Jewelry. “The space on the watch is very small,” he mentioned, “so you need the symbol that can be easily identified by the end consumers.”
Enter Philipp Plein, the German clothier well-known for his maximalist method to fashion (mink-trimmed soccer jerseys) and style exhibits (monster vans capturing fireplace and even an Ibiza-in-outer-space rave).
The WorldTime firm now has a licensing settlement with Philipp Plein International, and intends to work with the Timex Group to develop and produce a set of Philipp Plein watches and, later, jewellery. Mr. Marai is president and chief government of Timex’s Luxury Division, which already produces watch collections for Versace, Salvatore Ferragamo, Missoni and others.
“Details are one of the main characteristics of my collections because details make the difference,” Mr. Plein wrote in an e-mail. “That’s why I’ve decided to complete and give something more to my collections.”
A rendering of Mr. Plein’s $keleton mannequin, which has a skull-and-bones motif on the dial, by way of which the automated motion is seen. Multicolored baguette crystals are used as accents.
His males’s and ladies’s fashions, scheduled to debut in November, embody the $kull ($530), a hexagonal PP sample with a Three-D cranium within the middle, and the $keleton ($950), which options an automated motion that’s seen by way of a skull-and-bones motif on the dial, and multicolored baguette crystals as accents. The designs might be bought in Philipp Plein boutiques, on-line and by way of chosen retailers.
“I would expect at the very beginning, 80 percent of the consumers’ being consumers that already know the brand,” mentioned Mr. Marai, who mentioned he usually noticed Philipp Plein ads throughout his travels by way of airports.
For Darcey Jupp, an affiliate attire analyst at GlobalData, a market analysis firm, the Philipp Plein model is “for that person who prefers a bit more contemporary designs rather than, like, timeless pieces you see from some heritage brands.”
“You don’t expect a simple watch from Philipp Plein,” she mentioned. “You expect something extravagant, something that perhaps that customer who likes that sort of thing might have been missing in the watch market.”