A classic and perhaps the most reliable item in a man’s wardrobe is the wrist-watch. Like many of today’s menswear staples (bombers, military jackets etc.) the wristwatch roots are in military. The 1900’s saw iconic companies such as Rolex set up shop and it wasn’t long until the perception of wearing a watch strapped to your wrist changed from hyper-feminine to a key part of a man’s ensemble.
100 years later and the wristwatch is at a cross-roads in terms of its impact. Although Generation X and Baby Boomers still proudly wear theirs daily, Millennial’s are different. Watches only make up a 4% share in a Millennial’s Jewellery box and even Apple is struggling to keep this category relevant. Enter Timothy Caruana, the founder of watch brand Christian Paul. Hailing from Australia, Christian Paul is part of a new generation using social media to engage and build relationships with customers in a fresh way. I got a chance to chat with him about everything from unisex watches to what defines a watch in 2016.
Why did you decide to expand to Canada now?
Timothy Caruana: We decided to enter Canada now for many reasons, one main reason being the opportunity to partner with Ben & Boule Trading. Both of our businesses are like-minded in the way we think, the way the market is trending, and our vision on how the brand will enter the Canadian market.
Why did you decide to make a unisex watch?
TC: I decided to make unisex watches because I was passionate about creating my own brand in the fashion sector. I chose watches when I realized that there was a gap in the market between fashion and functionality.
With the proliferation of wearable technology, and product’s such as Apple’s IWatch and TAG Heuer (developed in partnership with Google and Intel), how would you define a watch in 2016?
TC: I'm 32 years young and a watch will always be a watch in my eyes. A watch should simply make or compliment your style, and of course, tell the time. Technology in a watch sounds great but for someone like me, with my phone buzzing in my pocket already being a big enough distraction in my social life, I could not imagine myself getting away with something buzzing on my wrist.
A big part of your marketing strategy is to partner with bloggers around the world to promote your product, can you talk a bit about the impact this has had on a more traditional commodity?
TC: The bloggers worldwide have played a major part in the success of the brand. Not only did I receive feedback in the development stages, but the bloggers allowed me to have a voice in a market that has so many big voices.
Watches only make up a 4% share in a Millennial’s Jewellery box, yet that number jumps to over 10% for adults over 35, how do you get men and women in their 20’s interested in watches again?
TC: We have seen a lot of interest in Christian Paul from the sub 25 year olds. I believe this has a lot to do with our brand's social media presence, the uniqueness in our designs and of course the price point.
Where do you see this market going in 2016?
TC: As far as where the market is heading in 2016, I think it's a great time for innovative, new brands to make big headway due to the consumers knowing what being a brand really means.
What’s next for the Christian Paul Brand?
TC: 2016 will be a big year for Christian Paul. We will launch into at least 15 markets across the globe and have a presence in all continents. Christian Paul will also be launching a jewelry range within the next 2 months, which will help to influence new ways of wearing a watch.
Is there anything else you want us to know about Christian Paul?
TC: I think most of what you need to know is summed up in this line: " Affordable Luxury with Sophisticated Simplicity".
