La' Belle maker branches out into Swiss watches

       After two decades of distributing La'Belle fashion products, Kaiserin Co is expanding its portfolio to younger consumers by introducing a Swiss watch brand.
       The new business opportunity arose purely by chance when Kaiserin marketing director Chaluck Chivakasemsuk was stranded in the United States after the coup on Sept 19, 2006 while on a visit to promote the company's clothes.
       "I met one watch distributor there and he introduced me to the Armand Nicolet brand. When I saw the watch, I liked it and finally became the distributor for the brand in Thailand," he said.
       Mr Chaluck, 29, says he has loved watches since he was a child."The value of a watch doesn't mean only simple timekeeping but also its craftsmanship and aesthetic appeal. Its value rises every year as well, so I decided to run a watch business," he said.
       Currently, Kaiserin sells two imported watch brands - Armand Nicolet, a classic luxury brand, and TechnoMarine, a luxury sports watch aimed at people who like sports and outdoor activities.
       He plans to develop the watch business by adding one or two leading brands next year. However, the expansion will go step-by-step.
       Armand Nicolet and TechnoMarine watches are currently available at six outlets - Central Chidlom, Lat Phrao,Pin Klao, Chaeng Watthana and Pattaya,and Siam Paragon - and will be sold at Central Bang Na from November.
       The watches are also available at the 11th Central International Watch Fair at the Chidlom branch until Sept 27.The company is currently offering a 40-50% discount on Armand Nicolet watches and a free hotel room package for customers spending 90,000 baht on TechnoMarine watches.
       Several new imported brands are entering Thailand, said Mr Chaluck."The prices of Swiss watches increase yearon-year when compared with other luxury items," he said.
       Apart from watches, the company also plans to invest in developing serviced apartments in Sukhumvit Soi 103. Construction will start by year-end and finish in 2011. The building will have 160 units.
       Kaiserin is also conducting a feasibility study to expand into skincare next year with a sun cream called Block 69.