Calvin Klein launch event introduces Watches and Jewellery in India
Calvin Klein unveiled their 2014 collection of watches and jewellery at an elegant gathering at Tote on the Turf, Mahalaxmi Race Course on Wednesday. The event marks the American fashion brand’s entry into the jewellery market in the country.
Laura Burdese, President – Calvin Klein Watches and Jewellery flew down to the country to attend the launch and was seen introducing the new range of products to the attendees.
Speaking on the launch campaign for the collection, Ms. Burdese said, ‘To launch this year’s collection, we have gone with a brave, sensual and sexy campaign, which actually goes back to the roots of Calvin Klein in terms of provocation and sexiness. We opted for this messaging because it goes with this year’s collection.’
The campaign was shot in California last year and CK is planning to use it here in India in a massive way through magazines and outdoor advertising. Take a look at one of the stills from the campaign.
When quizzed about non-traditional media such as events, activations and experiences, Ms. Burdese had this to say, ‘In terms of events, we just did one at Baselworld where we did dinner with top bloggers and journalists from all over the world. We also launched a contest called the School Design Contest, where we involved three main schools representing different parts of the world - Fashion Institute of Technology (FIT) in New York City, representing North America, the Istituto Europeo di Design (IED) in Milan representing Europe and Donghua University in Shanghai representing Asia. We gave their most talented students a brief to design a collection of watches and jewellery for us. Apart from rewarding the best designs, we are also planning to exhibit the best entries in Baselworld fair next year.
‘This is a property we will continue to develop over the next few years as well. For us it is very good because we can support the young generation, which in this difficult economic environment I think is very positive. At the same time, we can have from them a fresh view on the world, which lets us see how they reinterpret things around them.’
Can we expect such initiatives in India as well? ‘For the moment, we’re concentrating on getting our jewellery line out in the market, but maybe in the future we will think about doing a big event here. So it’s just a matter of time,’ she said.
With Calvin Klein intent on establishing a foothold in India, luxury accessories brands should sure take them seriously. Here is a brand that is perfectly capitalizing on its global reputation to leapfrog its competition.
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