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SWATCH BIJOUX: Swatch transformed its store on 57th Street in Manhattan into a winter wonderland last week for a preview of its expanded jewelry collection, Swatch Bijoux.
This story first appeared in the December 23, 2002 issue of WWD. Subscribe Today.
While Swatch jewelry was quietly introduced about two years ago, the Swiss company, best known for its watches, has beefed up the line and now has a wide range of products and styles, including chunky rings, cross necklaces, bangle bracelets with geometric patterns and fluid necklaces. Some styles have interchangeable and movable pieces, such as a cross where the parts can be moved to form an X. There are styles for both men and women retailing for $40 to $60.
Jewelry now accounts for less than 5 percent of overall sales for the company, but plans call for this business to grow to at least 10 percent in the next three to five years, said Venanzio Ciampa, head of marketing for Swatch USA. The company doesn’t break out sales of its individual brands, but The Swatch Group’s total sales last year were about $2.6 billion.
“Jewelry is a big push worldwide and we see a lot of opportunity for this business,” Ciampa said.
The Swatch Group has also introduced jewelry for some of its other brands, including Omega and Breguet. At this time, the Swatch jewelry line is only available in Swatch stores.
At the party, pieces of jewelry were frozen into blocks of ice and simulated snow drifted into the store. Among the personalities on hand were pop singer Deborah Gibson; Roffredo Gaetani, the socialite and president of Ferrari of Long Island and New England, and actress/model Greta Cavazzoni.
MADE IN THE SHADE: Silhouette, the eyewear company, has begun using a lightweight material called SPXng in its new sunglass collection, called Minimal X. The microcrystalline material doesn’t have hinges or screws and is designed to contour to the wearer’s face. With suggested retail prices of about $250, Minimal X is available in eight hues, including green, blue, violet and gray.