Festina, a Swiss watch manufacturer, was established in the year 1902. It is the certified timekeeper of the Tour de France. Being over 100 years old, it comes among the leading names in Europe and also a a best seller in its home country of Spain. At the moment, the Festina brand carries on its heritage of fashionable European watches with a widespread compilation of stylish, handy and sporty watches for almost every occasion.
From the period of its establishment, Festina watches have carved out a niche brand by way of an inimitable persona. Shaped in the midst of the altering generations, these watches are elegant, vibrant as well as highly efficient.
These are genuinely meant for people who breathe their lives strongly and love to cherish every single moment through the thick and thin of life.
These watches are composed of Japanese quartz movements and other matchless, inherent features. The Mecaquartz movement, a no-battery mechanical quartz movement, is another distinguishing feature of the brand. In addition to all these exceptional attributes, a major chunk of Festina’s watches take account of sports chronographs comprising the globally advertised Road Warrior string of chronographs.
Festina also hogged media limelight in the year 1998 through a dubious reason. The team sponsored by the Festina in the Tour de France, was trapped in a doping scandal.
Festina offers a broad product range – digital, analog, chronograph, leather, stainless steel and titanium. It truly doesn’t matter, whichever model you pick, it will have a long, lasting effect on your personality. Some particular models have pitched Festina on the top of the market and almost turned it into a monopolistic brand in the watch market. Some models are extremely adored by sports enthusiasts and from time to time, the company has come up with innovative features to give them further boost.
The Tour De France alarm watches, when rolled in the market, fuelled the competition and forced other watch producer to match its level. The brand got some rave acclaim from the competitors as well. Its status received a further boost when it launched the modified version of the brand by presenting it as Festina Tour de France Alarm Chronograph watch.
For the past 15-20 years, Festina watches have created a sort of segment for itself by touching the pulse of the watch lovers. Now, it mainly focuses on the sports range due to the growing popularity of the sporting events. It has a strong team in the form of technical support which is primarily focused on the process of innovation. Sponsoring of some professional cycling events has given it a worldwide reach as well as recognition.
In the terms of marketing strategy, Festina has surpassed even some leading watch makers and still holds a reputable place. For every country, it has adopted a different set of strategies. Its association with cycling events has created a vast market for it even outside Europe. US being a large market, the company adopted an entirely different strategy for the U.S. It allowed some U.S. distributors to make merry by selling the watches through the bike shops. It provided some discount as well to boost the process and is now reaping the rewards in the form of growing demand of Festina in the US.