Designed specifically to capture the ‘work hard, play hard’ ethic that marks the city, this new men’s watches collection Titan ELMNT creates a perfect blend between sartorial comfort and visual aesthetics. Each watch is designed and crafted to underscore the casual look through the imaginative use of colors like midnight blue and olive green, bold oversized elements in the case and dial, with added youthful touches like cut-edge leather and fine Milanese mesh straps. This new collection also has a subtle streak of pop colors in the watches’ hands and crowns in acknowledgement of the fun side of its target audience and the energetic vibe that is the Emirates.
“A Titan ELMNT watch is the perfect accessory to take you seamlessly from day into night, from the boardroom to the club, from a morning workout to a brunch to a casual night with friends. This new range of watches captures the metropolitan, authentic energy of the UAE, making it an eloquent essay in timeless lines and bold touches,” said Aditya Kejriwal, Business Head – Watches & Accessories, International Business Division.
“From in-depth consumer research to customer feedback we factored it all in before actually designing this collection. We wanted it to reflect the changing nature of our world and, therefore, our lifestyle. With people working from home and the hectic pace of life slowing a bit, we needed to ensure that the collection stood for comfort along with style and felt at home in any surrounding.”
Commenting on the timeliness of this collection, Kuruvilla Markose, COO-International Business Division, added, “Its young, dynamic male population and the ease with which the UAE has embraced the new normal make it the perfect location to launch a collection that amplifies the mindset of this nation. With the New Year upon us, there is a renewed hope. The collection and the inspiration behind it capture this feeling well – encouraging everyone to “get back in their element” and move onward and upwards.”
Designing this collection through an unprecedented lockdown was an interesting challenge and one that the seasoned team took on with remarkable resilience, according to Markose.
“Choosing and sourcing the materials while the lockdown measures were in place was a challenge. Coordinating between the product managers, designers, and factory engineers was difficult but an interesting process and because we were all so passionate about the collection, we managed to put it together in time for the Dubai Shopping Festival. The result of that unique experience is what you see today,” he added.
The Collection will be promoted across the UAE through a multimedia approach comprising social media, digital, radio and POS. Prices for the collection start from AED 225 and ELMNT is now available at Titan retail outlets across UAE, select Hour Choice stores, leading department stores, online marketplaces and authorized retailers.
Established in 1984, Titan Company Ltd. is a USD 2.8 billion (2019-20) listed company, manufacturing more than 15 million watches every year, with a customer base of over 200 million in 32 countries across 11,000 points of sale. Titan is also the recipient of the prestigious red dot design award for Titan Edge- the slimmest watch in the universe.
Quality is never a compromise in Titan’s watch development and its state of the art manufacturing facility spreads over 450,000 sq. ft. Rated by many experts as among the best in the world, the facility bears ISO certifications for quality and environment management systems.