JOVIAL: “It’s Another World”
Since Mohamed Dabaan, Chairman of Jovial Watches SA, had took over the company in 1988, his vision was to moderate the brand while remaining true to its solid traditions and values, its pioneering spirit and its quality craftsmanship. He had chosen the slogan to impress his vision and draw the company’s future. As he was from the Middle East, he built his vision and plans on the fact that Jovial well known brand in this region and his long business experience in the watch field.
The actual physical revolution of the company began in 1996. The main market targeted was the Middle East. The economy in the Gulf area was growing rapidly and especially Dubai, where the company had planned to open its regional office.
Jovial core strategy is to produce watches that meet the taste and demand of the region. Watch designs were prepared according to the well acknowledge of the market and different segments’ requirements.
Jovial philosophy is to expand by opening exclusive Jovial boutiques, with special style of decoration and culture, to sell its products. Hence, it worked on structuring valuable distribution network.
Jovial differentiates from others by its various collection and products, which covers all kinds of watches and market targeted segments. Watches vary by use from the wrist watches to wall clocks, by functions from promotion to gold watches, by movement from quartz to automatic, and by range price. The R & D department is organized to create and change according to the market.
To meet the slogan statement, Jovial expanded its products to complete the collection of its boutiques. Jovial French perfume, Germany pens and cufflinks, and Italian sunglasses and ties was been added to the collection during the last five years.
The company’s business model had made great success in the market. Jovial now has 40 exclusive outlets in the region. But it didn’t forget the worldwide market. Jovial with the valuable resources and capabilities had planned to concentrate on the international market form its Switzerland’s office as a 77 years old watch maker.
“JOVIAL is universal, above and beyond the unpredictable changes of fashion and different cultures” says Mohamed.
posted by Eng. Wasim @ 11:52 م
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