The Avstev Group had added Alpina Genève to its portfolio of watch brands which includes Ball Watch, Frederique Constant, Girard-Perregaux, Raymond Weil and TechnoMarine.
Avstev sales manager Georgina McLean said the company had decided to take on Alpina Genève as “there is a big gap in the market for affordable sports collections with clean, fresh designs”.
She said the brand would complement Avstev’s sport offering to the Australian market and would be targeted at men who want “a sports timepiece with clean designs at an affordable price”.
“The consumer is becoming educated about other brands and no longer wants to wear a watch that every single person has.”
Featuring a “a very tight collection of 21 pieces”, Alpina Genève is ideal for retailers who want “the joy of retailing a luxury Swiss-made wrist watch that adheres to the traditions of great watch-making yet is definitely modern and doesn’t cost a fortune”.
“It is very much for the retailer that wants to offer their customer a point of different from the usual mass distributed sports brands,” she says.
Founded in 1883, Alpina Genève is renowned as a trusted supplier of watches in the Golden Age of aviation (the 1920s and 1930s) when pilots’ lives depended upon the ability to track time accurately.
This year the brand has announced that actor, producer and writer William Baldwin will be the face of its 2012 advertising campaign “We couldn’t be more confident in our choice for this campaign,” said Alpina’s CEO, Peter Stas. “William Baldwin not only represents the face of Alpina, he carries the spirit of the brand – generous, strong, and talented.”
McLean said Avstev would promote the brand through print media, PR and strong store presentations.