With new product, ownership, management, and brand strategy, TechnoMarine is repositioning with a vengeance.
“The brand is all-new in a sense,” says Steven E. Cohen, the new CEO of TechnoMarine North America. “But we are staying true to our DNA by not moving away from the Cruise product, which is legendary, or from our price points. We want to remain edgy, cool and accessible to everyone.”
Most TechnoMarine watches are built with silicone straps and plastic case covers, and they come with or without diamonds. The cases are steel coated with rose gold PVD, black PVD, ceramic or titanium. Bold colors such as lime, orange, hot pink and heron blue add zest to the line and complement its standard whites, blacks and grays.
The 13-year-old brand, now guided by a powerhouse team of watch veterans, has put together an impressive roster of varying Cruise collections, including Cruise Ceramic, coming out in October.
The brand’s new slogan, “Ocean Addict,” and exciting advertising campaign will focus on aquatic pursuits. “This cutting-edge message is targeted at individuals who are looking for a watch that will carry them from business to speedboat or diving expedition without missing a beat,” says Cohen.
TechnoMarine watches retail between $325 and $2,300 (for a rose gold PVD, diamond-adorned chronograph), and up to $3,900 for the ceramic timepieces. technomarine.com
