Prom's perfect timing

"We will be also more proactive in penetrating the premium-watch market in Thailand with the unveiling of Prom Meesawat as our first brand ambassador. He is also the first professional golfer from Asia taking the title," Oliveero Bothielnelli, Audemars Piguet's CEO for Asia, said yesterday.

The purveyor of handmade timepieces for more than 133 years hopes to achieve Bt700 million in sales here this year by attracting younger consumers who have trendy lifestyles and love all types of challenges and sports.

The company will focus on below-the-line activities and customer-relations management to retain existing customers and appeal to new ones.

"Prom is one of the most prospective young golfers. He is a young, talented golfer with a remarkable character - passionate, confident and beyond doubt approachable," Bothielnelli said.

Prom will be a great role model for the company's main target customers, he said.

The premium-watch market has been enjoying good growth for many years, particularly with working people aged 30 and up who are looking for not only a timepiece, but also precious accessories for their wrist, he said.

They shop for luxury watches as an addition to their personal collection and an alternative investment for the future.

"2008 is a challenging year for Audemars Piguet watches, which will enhance a proactive strategy towards a dramatic change.

"The brand has set its ambition to broaden its target customers from previously older adults, aged 40 and up, who are quite mature both in income and occupation, and enjoy the unique lifestyle of watch collectors, to new generation consumers, aged 30 and up, who have trendy lifestyles and

are highly inspired by sports," he said.

For one year, Prom will participate in all promotional and public-relations activities, to help build awareness of the prestigious brand among teenagers, working people and modern businessmen who love golf.

Golf clinics and activities related to golf tournaments are in the works.

Audemars Piguet has launched many luxury-watch models priced from Bt300,000 up to about Bt10 million for the most special item.