Marc Aellen, CEO of Certina, on Recent Developments and Future Models

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Based in 1888, Certina is likely one of the accessible luxurious manufacturers of the Swatch Group, catalogued within the sports activities watch part. A go to to the model’s headquarters in Biel, Switzerland, to verify a number of the upcoming 2025 new watches was the right alternative to sit down down with the model’s CEO Marc Aellen, and to debate the latest evolution of the model… And in addition to get a teaser on what to anticipate within the coming months. 

Xavier Markl, MONOCHROME – Marc, thanks for having us. What units Certina watches aside?

Marc Aellen, CEO of Certina – Certina is the Swatch Group sports activities model on the entry stage. We’ve a powerful legacy in dive watches, that are a model signature and a long-standing custom. We provide among the best price-to-quality ratios available in the market, particularly in that section. For example, you will get an ISO 6425-certified dive watch with a ceramic bezel and a high-quality mechanical motion (the Powermatic 80) for about CHF 800, which is fairly onerous to beat. We capitalise on our lengthy, wealthy historical past within the subject however are all the time evolving, bringing new developments and adapting to the developments. Dive watches have been very profitable within the business over the previous years and we’ll maintain creating our supply on this section. We’ll have one in all our foremost launches in Could/June with a brand new dimension and superior resistance, nonetheless with very good high quality watches… However I can not reveal an excessive amount of but.

Certina DS Action Diver 43mm Powermatic 80 Update 2022 Ceramic

From a advertising and marketing perspective, we’re into paddle tennis, presently the quickest rising sport internationally. We’re additionally concerned in cross-country snowboarding, which provides us strong visibility in the course of the winter months.

And, in fact, there may be the Sea Turtle Conservancy help?

This naturally aligns with our dive watch heritage and with the turtle shell, a logo of the model since 1959. So the Sea Turtle Conservancy (STC) has been an on-going dedication for us. However our efforts transcend STC. We’re devoted to defending the surroundings normally… We use Tide recycled straps and recycled supplies as a lot as we are able to. We all know we’re not excellent, however we attempt to decrease our footprint every time doable.

Speaking merchandise, what are the pillars of the Certina assortment as we speak?

The DS Motion is basically the principle assortment. We’ll have a number of novelties this yr. We began with the DS Motion Quartz 40.5mm. The primary suggestions is superb, particularly in regards to the engaging pricing. There will likely be this new Motion Diver Automated in Could/June with strengthened resistance, which will likely be a key spotlight.

The DS-7 is a Sports activities line based mostly on a Nineteen Seventies design, however it’s not linked to the marine-dive surroundings. Final yr, we additionally launched quartz variations and an automated chronograph.

The PH dive watch assortment is impressed by historic fashions. PH100, PH200, PH500 and PH1000. It is a true signature design with robust options and, once more, a hard-to-beat worth/high quality ratio. There’s additionally the DS-1, our traditional automated assortment, which is able to see the addition of latest capabilities/problems this yr. We’ve a couple of different collections that we’re slowly discontinuing to carry extra focus to our core lineup.

Curiously, mechanical watches stay important, however you’re additionally bringing quartz fashions.

Completely. Given the power of the Swiss Franc, we needed to implement worth will increase in native currencies in some markets. And there may be nonetheless fairly a powerful demand within the entry-level section. So if now we have strongly developed automated watches, there’s a vital demand for watches beneath CHF 500 and we have to deal with this section.

In an interview we did about 4 years in the past, you talked about that the model was nicely established in a number of markets however had a powerful improvement potential for some areas. What progress has been made?

We’ve made wonderful progress, significantly within the USA, the place our presence has grown considerably. I consider now we have nice merchandise for this market, with high-quality watches at an inexpensive worth. Our focus is e-commerce with a number of native companions particularly. It is a foremost focus for us. In Europe, now we have developed the model presence in numerous markets, particularly in France, there once more with actually promising outcomes. Asia additionally presents vital development alternatives.

What’s the share of on-line gross sales for Certina?

About 30%, break up between our e-commerce and companions. I consider there may be much more potential. If we ensure that to help our “bodily” retailers, our product is completely fitted to on-line gross sales too. 

What are the principle challenges for Certina?

I consider it’s key for Certina, however for the watch business normally, a key problem is to make Swiss mechanical watches attention-grabbing and engaging to the youthful technology. As an inexpensive model, now we have a singular position to play in making these timepieces attention-grabbing and related to new audiences.

For extra info, please go to www.certina.com.

https://monochrome-watches.com/interview-marc-aellen-ceo-of-certina-watches-on-recent-developments-and-future-models/



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