The Lowe Group has picked up the first pan-European product launch by an Indian multinational – worth an estimated $10m (£6.4m).
Watch manufacturer Titan Industries plans to roll out a range of watches into ten European countries later this year.
It will concentrate on the UK, Germany, France and Italy. The company has already grabbed 60 per cent of the Indian quartz analogue watch market since its formation in 1987.
Television has not been ruled out, though the bulk of advertising will use the press.
Titan is part of Tata, India’s $7bn (£4.46bn) steel-to-hotels conglomerate. The watches are made in Bangalore but designed in France, and are based on Japanese technology.
According to account director Tom Holmes, Titan’s range of 400 men’s and women’s watches retails at between $50 and $600 (£30 to £380).
Holmes claims customers who usually buy Japanese brands will be attracted by “the medium price coupled with quality on a par with Swiss watchmaking”.
Titan already has offices in Dubai, Paris and London and claims to have secured the necessary European distribution for its watches.