Our client was a $1+ billion-dollar luxury retail brand with a 100-year history of being globally recognized for time pieces. The company was one of the top three brands in the Japan high-end market; however, the high-end products were not recognized in the U.S. and European markets.

The Need

In the U.S., the company’s brand was known as affordable and geared towards mass markets. The company had recently launched the high-end products with success in the Asian market. The need was to expand and penetrate the U.S. and European markets with the brands high-end products. This required to differentiate our client’s U.S. and European mass market brand and gain recognition as a high-end brand, such as Toyota did successfully when launching the Lexus brand.


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