Switzerland’s Gc Gives ‘Smart Luxury’ to Watch Enthusiasts

Febriamy Hutapea

When it comes to watches, many people no longer see them merely as tools that only tell time, but as fashion statements in their own right.

Amid rising demand for premium watches as fashion pieces or collectables, Swiss watchmaker Gc is trying to build a bigger base of wristwatch enthusiasts.

Swiss-made watches are known for their premium quality and craftsmanship. Gc follows in this tradition but offers palatable prices so more people can enjoy its products. Its watches sell for Rp 5 million to Rp 20 million ($530 to $2,120).

Now with the new slogan “Smart Luxury,” Gc wants to make its mark as an up-and-coming quality brand.

“Smart Luxury” is endorsed by four local brand personalities: model turned movie director Sigi Wimala, fashion designer Stella Rissa, furniture designer Alvin Tjitrowirjo and painter Ponco Setyohadi.

Indonesia, which was Gc’s top global market last year, had the privilege of hosting the launching of the brand’s new tagline.

“We have the top Gc team in the world living in your country,” Cindy Livingstone, president and chief executive of Sequel AG, the global distributor of Gc, said at the end of April during the opening of Gc’s third boutique in Indonesia, located on Beach Walk, Kuta, Bali. “They have the most amazing drive.”

Gilang Agung Persada is a Jakarta-based company that has supported the Gc brand since its arrival in Indonesia 15 years ago.

As a private company, Gilang Agung Persada declined to provide figures for sales or growth forecasts for Indonesia.

Ronnie Bong, president director of the company, said his primary goal was not only to be best in the world but to encourage brand loyalty for the future.

“Our goal is brand building rather than rising sales,” he said. “If [branding] is our goal, we must do it responsibly.”

Ronnie said brand development has a bigger payoff because people will recognize the brand and know the reputation of the products.

Developing the brand in a competitive market is not an easy task, but Ronny said he and his team have worked to inspire “desire” among customers.

“We create the demand,” he said. “I believe the demand is created by design.

“The customers are already there; they have the money and are willing to buy. If they don’t buy this product, then they will buy another one. So you have to create the desire for the consumers, because they won’t buy your product if there’s no desire.”

Etsa Kartika, Gilang Agung Persada’s senior sales and marketing manager, said she was upbeat about Gc’s ability to draw interest from youngsters to business executives because the watches are both well-made and affordable.

In Indonesia, Gc no longer uses top models for watch advertisements because it wants people to equate the watches with their own positive feelings and confidence, Ronnie said.

“Because there’s something special in us, why don’t we focus on us?” he said.

“[It’s] not about the model in the advertisement. It’s about you and we focus on you. That’s the strength of our brand.”