Initiative aimed at enhancing product knowledge and imparting insights on consumer behaviour among brand's channel partners in the region

Dubai, November 8, 2004: Appella International SA, an acknowledged leader within the global watch industry, in association with its Master Distributor in the region, Brandz International, today announced that it is rolling out its 'Global Product Knowledge Programme' in the Middle East.

The global programme, which has been exclusively created for the Appella global channel partner community, is aimed at enhancing product knowledge among its channel partners in the region, while imparting insights on consumer behavior within the various segments that the brand operates in.

Mr. Wazir Ali Daredia, Managing Director, Appella International SA, said: "Key to Appella's global success has been its inherent ability to be responsive to the needs and demands of its end-consumers. The Product Knowledge Programmes that we regularly conduct across the globe have led to a greater brand pride and confidence among our channel partners and retailers on the one hand, while educating them on the latest consumer trends within the specific segments that are relevant to the brand."

"The continued focus on the Middle East region is an integral part of our global strategy for 2004 - 2005. We therefore decided to conduct our inaugural Product Knowledge Programme along with Brandz International for our UAE network of channel partners and retailers," he added.

The first Product Knowledge Programme was conducted on September 26, 2004 and was attended by 120 Appella retailers and dealers from all across the UAE.

"The role of the programme goes beyond developing the basic domain knowledge of our channel partners. It enables them to face the bigger challenge of participating in catalyzing the relationship between the consumer and the brand and to foster better coordination between the different market segments," he added.

Mr. Alex Stephanou, Director, Brandz International Inc stated that one of the key aims of the Programme was to share the new Apella vision with channel partners and retailers.

"Appella belongs to the exclusive category of the Swiss watch manufacturers that is known for its quality and exceptional craftsmanship. Our dealers and retailers are the inherent link between our products and the consumers. Each one of them is a brand contact in itself that should precisely communicate the brand's imagery and positioning. "

"As the Master Distributor for Appella in the Middle East, we are committed to establishing strong bonds and alliances across our channel partner and retailer network across the region, which is the key to mutual growth."

"These training programmes, which will be held regularly across the region, will also deal with different marketing factors that define the performance of business organizations such as, consumer behaviour, competitive marketing strategies, and the changing global environment," he added.

A fully owned subsidiary of the Geneva, Switzerland based, Montres Appella Sarl Group, Appella has, since its establishment in 1943, become synonymous with superior workmanship, successfully integrating contemporary design elements, with the best of Swiss watch-making tradition.

The Appella brand today has a presence in more than 70 countries world wide, with a service network spread in over 32 countries. The Appella range consists of four broad collections; Appella 18K Solid Gold, Appella Diamond, Appella Mechanical and Appella Classique.

-Ends-

About Appella
APPELLA Sarl was registered on the 9th of January 1943 in Geneva, Switzerland to produce and sell APPELLA Swiss Made Watches. Today the APPELLA brand has been registered in over 70 countries and its service network is spread over 32 countries. The Appella range consists of three broad collections; Appella 18K Solid Gold, Appella Mechanical and Appella Classique.

Appella combines the traditional Swiss perfectionist attitude with the young, independent and dynamic outlook that makes its watches so famous the world over. This has resulted in watches that are aesthetically beautiful whilst unparalleled in technological innovation. 

For further information please contact:
Yasmin Ranijiwala / Nikhil D'Rozario / Ali Samadi
Percept Profile Gulf
Tel : (971-4) 344-6373
Fax : (971-4) 342-9158
E-mail: info@perceptprofilegulf.com

© Press Release 2004