Background

Titoni is a successful Swiss watch manufacturer who have been specializing in the production of watches with mechanical movements since 1919. To a considerable degree, the timepieces are produced manually, with meticulous attention being given to the choice of materials and details, and in outstanding craftsmanship. Titoni is a third-generation family-owned enterprise and one of the last of the independent Swiss watchmakers. To this day, they manufacture their timepieces at their own production facility in Grenchen.

As one of the few Western brands available on the Chinese market for decades, the Swiss quality watch was considered a status symbol and enjoyed singular exclusivity. Once China became a member of the WTO and the Chinese markets opened up, competition became stiffer.

The rebranding carried out by Branders creates a strategic platform on which to base a consistent management of the Titoni brand. The updated brand visualization is clearly evident at all contact points. In the process of rebranding, the focus lay on Titoni's core strengths together with the specific requirements and trends of the target groups in the significant Chinese outlet market.