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‘Rebel’ watch brand gets rockin’ with the times under new chairman of the board

Techno times

By Dinah S. Ventura

10/09/2008

He may have already bid the international music industry goodbye, but Gilbert Ohayon is still very much in tune and moving to the beat of the times.

The chief executive officer of TechnoMarine was in town last week to celebrate the brand’s 10th year and introduce its newest campaign, “Walking on the Mood,” at the Peninsula Manila. The campaign, which he described as “emotion-based,” not only showcases the watch brand as hip, trendy and youthful, but reveals the man’s global vision for the company.

Ohayon is determined to take TechnoMarine “where it has never been before” and in the process claim the attention and loyalty of the younger market.

“The way you put the brand in fashion is by addressing the teens,” says Ohayon. “Teens are the ones creating the fashion trends — what they wear, older women want to wear. For that reason, we want to highlight the TechnoMarine Cruise line, which is affordable for the teens.”

Ohayon’s instincts are certainly on the mark. Global lifestyle and fashion brands are notably also stepping in the same direction. A Reuters article on US retailers and the changing teen fashion preferences quotes Goldman Sachs analyst Michelle Tam: “We believe much of the weakness in girls’ is symptomatic of the changing style preferences among older teen girls... away from classic looks toward more trendy, runway-influenced fashion carried by stores like Forever 21, H&M and Urban Outfitters.” These “fashion-based chains,” the article adds, “are expanding and attracting new fans among older teens who hope to emulate the looks seen on European runways, but at much lower prices...”

Similarly, TechnoMarine is expanding its product portfolio by creating different designs or versions for each watch line. “We will expand our lines, which include the Cruise, Neo Classic, UF6, RoyaleMarine, Kra and US Navy Chronograph, with a lot of different versions,” Ohayon reveals.

This is in line with his “180-degree vision,” where every line will have something for every market segment, from the entry price to the luxury designs with diamonds.

Watch innovation

TechnoMarine, Ohayon says, is a watch brand imbued with “aesthetic uniqueness and watch-making expertise,” and catering to a wide range of watch lovers — men and women, young or old, classic or trendy, sporty or fashionable.

“I believe the best ambassadors for the watch are regular people” when asked about the possibility of getting famous faces as endorsers of the brand. “The celebrity connection, if any, will be established locally whenever necessary.”

Cruise, “a fun and daring take on the first edition chronograph,” comes in a wide range of designs. One of the most recognized, the Diamond Cruise Chrono is “a revisited symbolic model of the TechnoDiamond, which is encrusted with full size white diamonds, mother of pearl dial and an interchangeable gel strap. As the first original diamond chronograph, the TechnoDiamond became popular among sportsmen, luxury seekers and fashionistas alike.”

The Neo Classic Fusion is a trendy and refined chronograph watch, in stainless steel and black ceramic with a diamond-studded dial.

For the athletic, the UF6 watches are colorful, sporty and elegant with a distinctive TechnoMarine creative signature.

Dubbed as the ultimate luxury for diving for demanding men, TechnoMarine launches RoyaleMarine in new materials and versions of titanium and black PVD, stainless steel and PVD, as well as stainless steel and blue aluminum.

A timepiece also suited for the sporty people with active lifestyles, TechnoMarine’s Kra is a modern piece inspired by motor racing with its high precision, sport chronograph performance and unmistakable ergonomic wearing comfort.

Another timepiece that combines style with efficiency, the US Navy Chronograph may be worn by the athletic and trendy alike.

Rock ‘n’ roll attitude

Ohayon’s music industry experience also lends him a different approach when it comes to marketing the brand. “Promotion and PR are important. We’re trying to build bridges between music and film and the watch brand. The global attitude of the brand is being where you would not expect it to be. We are an unconventional, daring brand. Our watches are versatile, never boring.”

TechnoMarine was first launched in 1997 in St. Tropez, France. Its founder, Franck Dubarry, originally created a watch called Raft, embodying French design and Swiss technology. This was soon followed by other collections of diving watches and chronographs, which soon became popular for their bright colors and interchangeable straps.

The company was acquired in 2007 by Ohayon and partner Jean Claude Yana, a Montreal-based French entrepreneur.

Before acquiring TechnoMarine, Ohayon held CEO positions in France and Europe within international companies such as CBS/FOX or EMI, and worked with major international acts including Tina Turner and Pink Floyd, as well as the famous band Supertramp, for which he staged a successful comeback.

Ohayon, who likes watches (and chess), first encountered TechnoMarine in 2000 when he met Dubarry, who was looking for a CEO at the time. It was a few years later when Ohayon seriously considered running the company, this time as owner.

“TechnoMarine has a unique DNA and its innovative and irreverential posture has made it one of the trendiest and rebel lifestyle brands in the industry. We are committed to work even harder to develop it globally,” he said at the time of the acquisition.

Communicating with consumers is key to achieving this, Ohayon says, explaining that they are making sure the core values of the brand are expressed effectively. “We’re are not claiming to be the ultimate in Swiss watchmaking. The brand is more about a fashionable, unconventional attitude,” he adds.

A great time

TechnoMarine enjoys a strong following in the Philippines, a fact that Ohayon recognized during the event held at the Peninsula Manila’s Conservatory, which was transformed to emulate the cool vibe of the ocean. TechnoMarine Philippines’ CEO Raffy Florencio with his wife Kat, the celebration drew celebrities who wore their TechnoMarine timepieces. Among those spotted wearing TechnoMarine were MTV VJ Maggie Wilson, real estate mavens Divine Lee and Camille Villar, socialite Mons Tantoco, hotties Zanjoe Marudo, Jake Cuenca and Victor Basa, lovely Priscilla Meirelles, actress Kristine Hermosa, and basketball champion Chris Tiu.

Spotted during the event were the Florencios led by Rene with daughter Mia and son Tomy, designers Randy Ortiz, JC Buendia, Rhett Eala, Jojie Lloren and Ito Curata; fashionistas Sigalit Djemal, Tech Hagedorn, Tweety de Leon-Gonzales, Juana Manahan with fiancée Rick Yupangco, basketball player Rich Alvarez, actress Isabel Oli, supermodel Bea Soriano, businessman Archie Rodriguez, ID par excellance Anton Mendoza, scion Mark Villar, Congressman Albert Garcia, Gov. Mark Leviste, lovely couples Ariel Arce and Pinky Tobiano, Santi Picornell and Michelle Pantoja, and many more.

Models in swimwear and chic ensembles exhibited the newest timepieces of TechnoMarine.

In the Philippines, TechnoMarine is located at TechnoMarine Flagship Store Greenbelt 3, TechnoMarine Boutique SM Megamall, Rafael Jewellery Shangri-La Plaza Mall, T. Florencio Makati Shangri-La Hotel, My Diamond Glorietta 4, My Diamond Gateway, My Tempo SM North Edsa, My Tempo Robinson’s Place Manila, Time Plus Greenhills, Washington Rockwell and TechnoMarine TriNoma.