Rebranding für die Schweizer Uhrenmarke «TITONI»

Titoni is a Swiss luxury watch brand in the middle price segment. The brand ranks amongst the most popular watch brands in Asia. In its key market, China, Titoni looks back on a very long tradition as it was one of the sole western watch brands available under the communist party.

Challenge

Due to deregulation on the Chinese market (WTO entry), Titoni considered itself to be exposed to intense competition. To withstand the growing pressure in the market, the brand had to be repositioned, its identity clearly differentiated, and the logo, typography and imagery refined and updated.

Strategy

The new, international branding strategy was developed with the aim to combine the Swiss tradition with the trends and needs of the brand’s key market, China. Thus, the attribute „of Switzerland“ should become an inherent part of the logo, together with the slightly reduced Chinese plum’s blossom „Mehua“ which ties the brand’s strong presence in Asia to the company’s trademark. The logo now represents the brand’s Swiss origin and manufacturing quality. Moreover, the repositioning included the creation of a contemporary brand identity unifying the company’s rich tradition and the timelessness of the products. This is now shown at every touch point.

Result

The refined brand identity places more emphasis on the high manufacturing level and the classiness of the products. The warm, unobtrusive colours, the typographical and stylistic elements and images make the brand’s repositioning clear. Due to this rebranding, Titoni increased its market share and profits despite the financial crisis.

• ReBrand 100 Global Award (2010//00): Repositioning and redesign of the Swiss watch brand Titoni 

• Transform Award, Gold in the category «Luxury Goods» (2011): Repositioning and redesign of the Swiss watch brand Titoni 

Client: TITONI - www.titoni.com
CEO: Daniel Schluep

Brand Strategists/Designers: Branders Group AG www.branders.eu
CEO: René Allemann
Senior Brand Designer: Palma Manco
Brand Designer: Karin Gleichner
Brand Consultant: Jana Seregi
Photography: Alberto Venzago www.venzago.com