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gennaio 30, 2019 - Alpina

35% growth YOY for Alpina

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We are proud to announce that 2018 has set a significant milestone for #alpina Watches.

Since the acquisition of the company by Frederique Constant back in 2003 the brand has reached another level thanks to the innovation and growth of last year.

Remaining true to its history of innovation and collaboration, #alpina Watches launched the #alpinerx on the Kickstarter crowdfunding platform and sold over 3000 watches to backers from 72 countries around the globe in less than 30 days.

More than an exceptional commercial success, #alpina Watches was able to learn from the feedback of the backers in terms of design and requested functionalities. This helped us to launch a perfected product, by adding new functionalities such as heart rate monitoring amongst others, and also influenced new designs for future collections.

The campaign brought strong confidence to the product and resulted in the sales of another 8,000 #alpinerx watches in retail stores. The new #alpinerx #app interface was also recently released, with enhanced navigation and readability including a new dashboard, new activity tracking, sleep and dynamic coaching.

Overall, #alpina Watches sales grew by 35% in 2018 which contrasts with the published FHS figures within its price category. This confirms the success of the strategy presented in 2016 to offer more entry level priced products, with quartz watches starting at 495 EUR and automatic watches at 895 EUR RRP. This was accompanied by over 300 POS openings throughout the year in key markets - mainly in the US and Western Europe, but also in Asia. The key to the success has been the ability to find the right balance between pricing, product innovation and marketing activities.

Alpina Watches developed, together with Frederique Constant, the first Swiss connected Horological Smartwatch in 2015, which helped differentiate the brand from competitor Swiss watch brands and celebrate the pioneering heritage set by Gotlieb Hauser when he founded the #alpina watchmaking union in 1883.

« AlpinerX embraces Alpina’s heritage in celebrating the beauty of a traditional Swiss sports watch whilst adding key connected features to outdoor enthusiasts as well as city dwellers. We are very proud of this milestone and we will pursue our investment in further innovation to fuel future growth ».

Alpina and Frederique Constant will be doubling their production capacity with the extension of their Plan-les-Ouates Manufacture in Geneva, due to be completed in June 2019 sustaining growth objectives.

Oliver van Lanschot Hubrecht
Brand Director #alpina Watches International