Kolkata: Reinforcing its stature as a leader and trendsetter in the Indian watch industry, Titan on September 19 announced the launch of a new range of contemporary watches in steel, the metal that is currently a rage and making its way into every fashion accessory all over the world.

Created out of the noble metal with its timeless sheen, the Titan steel collection has a range of bracelets and leather strap watches for both men and women. Priced between Rs 1,250 and Rs 6,000, the watches are expected to suit all tastes and budgets. The collection will be retailed through World of Titan showrooms, TimeZone stores and other leading retail outlets.

Says Titan Industries vice-president (sales and marketing) Bijou Kurien: “Steel is very much in vogue, and we are offering consumers an opportunity to move towards a more individualistic and bolder look.”

The steel collection is targeted at urban men and women in the age group 25 to 35, who are not just conscious of style and fashion, but who take great interest in coordinating and accessorising their clothes. 

The collection has been created by Titan's in-house design team and manufactured at Titan's own hitech plant. Geometric forms and straight lines characterise the collection and give the watches a bold, fresh look. Blue, black and white dials with prominent markings make them ideal for formal evenings.

Inspired by nightlife and urban lifestyle, a multimedia campaign will herald the launch of this dramatic product-line. This includes a television commercial, print ads, billboards, in-store display material and web-based promotions.

As a trendsetter in the Indian watch industry, Titan Industries has launched a range of watches to suit the changing needs and fashions of the times. The new steel collection follows after the very successful launch of the trendy Fastrack range of watches for women in end 2000. In 1999, Titan launched Dash!, a brand of watches exclusively for children, and Digital Fastrack watches for men. Over the last year it has also launched solid gold Nebula watches for high-end consumers.

Titan Industries, a joint venture between the Tamil Nadu Industrial Development Corporation (TIDCO) and the Tatas, commenced its operations in 1987 under the name Titan Watches Limited. Titan is India's leading producer of watches with a domestic market share in excess of 50 per cent. In its 14 years of manufacturing, Titan has produced 45 million watches and is one of the largest integrated watch and jewellery manufacturers in the world. At present it manufactures over 6.6 million watches and 1,50,000 pieces of jewellery on an annual basis.

The company had reported a turnover of Rs 709 crore in 2000-2001. Headquartered in Bangalore, India, Titan has offices in London, Dubai and Singapore. Titan's products are available in 40 countries across the world. 

Titan has been consistently recognised as India’s most-admired marketing company in the durables category in studies commissioned by the leading advertising and marketing publication A&M. The Titan brand was rated among the top ten brands of the twentieth century by the Outlook magazine.