Its campaigns might not boast a cheeky, scantily clad Justin Bieber, but the watch and jewellery arm of Calvin Klein is still going all out to capture the millennial generation. Isabel Ong finds out how from brand president Laura Burdese in Tokyo.
Its campaigns might not boast a cheeky, scantily clad Justin Bieber, but the watch and jewellery arm of Calvin Klein is still going all out to capture the millennial generation. Isabel Ong finds out how from brand president Laura Burdese in Tokyo.
ITS ETHOS: INSTA-FRIENDLY DESIGNS THAT LAST
“We make high quality watches at an affordable price ($260-$450), and people know it. There are other fashion brands that also have Swiss-made watches, but are selling at 10 times our price. And even though our products are affordable, the quality is assured: Our quality standards are high, and the colours won’t fade; all you need to do is change the battery. Buying a watch or a piece of jewellery is an emotional decision, but at the same time, more and more people are quality-conscious and want value for money. (With our products), people feel that they are spending on a fashionable design that they won’t have to throw out after six months.”
IT’S REVIVING ’90S MINIMALISM
“This year, we wanted to return to the essence of the brand by going back to the ’90s (the watch and jewellery arm was established in 1997). Our designs are pared down so that singular details like dual-toned dials, tri-coloured straps and a wood-like finish stand out better. It’s a collection that does simplicity in a modern way. (This is our idea of what makes a beautiful timepiece) and we will continue to do this.”
IT KNOWS THAT DISCREET DESIGN CAN MAKE A STATEMENT
“One of our new watches, the Calvin Klein Even, is available with leather straps or interchangeable Nato straps, as well as cases in different colours. They come in muted hues of green, grey and blue so they go well with any outfit. Our unisex watch line Minimal – one of the first designs we launched 20 years ago and that remains popular today – now comes with mesh bracelets. Our strength lies in (creating pieces that are) cool and modern, with subtle yet unexpected details that lend personality.”
IT COVERS EVERY OCCASION AND PERSONALITY
“The Calvin Klein Class women’s watch is feminine and sophisticated. You can wear the stainless steel version every day to work, while the pink and rose gold PVD versions are perfect for a night out. Then there’s the Calvin Klein Step, a couple watch with a stronger fashion statement. The men’s version comes with a bigger bracelet that’s part brass, part polished. One of the dials comes in petrol green, a colour we debuted this year that’s very beautiful.”
IT’S ON TO THE FITNESS OBSESSION
“Developing smart, connected devices is not in the brand DNA, but we’re thinking of integrating fitness trackers into our watches in future. Calvin Klein has a performance line, and we are exploring developing performance-based watches (that serve as a stylish complement to their activewear).”
IT APPEALS TO GEN Y’S SOFT SIDE
“Our previous campaigns were more static and cold, but this year’s Life In The Now campaign – featuring famous faces like Korean actor Kim Woo-bin, Chinese model Ju Xiao Wen and American actress Zoe Kravitz – is all about the importance of relationships and the intimacy of time. We are also investing a lot of money in Asia to incite positive provocation, or a positive attitude to life, in these difficult times. We want to make people say, ‘This brand makes me dream’.”
