Partner Article

Behind the business with Nite Watches

Roger Green, managing director of independent watch brand, Nite International, takes Bdaily behind the business.

What key challenges has your company recently faced?

Keeping pace with the rapid growth of new digital technologies that can enhance our direct to consumer online brand strategy. It is critical that Nite is ahead of the game when it comes to technology. Recently, technology has come to market that will enable us to build a One World website that will make our international expansion far easier by enabling us to establish multiple language and currency Nite brand websites from a single platform.

The economic climate means that we have to compete for market share in a greatly reduced and highly competitive environment.

Manufacturers terms have severely tightened up and delivery schedules have increased to almost 5 months over the past two years meaning that forward planning for stock control, sales forecasting and general financial management has been a critical component of operating our manufacturing/retailing business.

What is your biggest achievement over the past 12 months?

Growing our company by 40% in the hardest market since the 1970’s without borrowing a single penny.

What is your biggest focus for the coming year?

Creating an international online market for our products by building a new multi-lingual, multi-currency website in order to expand our brand into the USA, Asia and other European Countries.

If you had to choose one top piece of advice for someone just starting out in business, or is currently operating within your industry sector, what would it be?

Sell direct, tighten up your credit control, don’t fall victim to fashion and trends. Don’t try to compete with huge established watch brands unless you can offer something unique or have at least £20,000,000 to risk, spread your risk internationally.

Can you share with us your view of the current landscape of business, in this region or generally and where your organisation sits within it?

The watch business is a huge sector that has a marketing ethos that is almost identical to the motor trade. Consumers will generally purchase the most expensive watch they can afford that they believe will portray something about them as a person. Pricing ranges from £10 - £1,000,000 and upwards and the leading multi-brand groups take the vast majority of the market share by engaging in huge global marketing campaigns to drive consumers to buy their products from exclusive retail stores. In the past three years Asia has played a huge part on the growth of these megabrands with demand for their products increasing by some 60%. Smaller brands make up the balance of the market and this is where Nite watches are positioned.

We are a modern brand with a product USP of illumination, quality manufacture and reliability in the toughest of environments. We have a focus on targeting, active and adventurous consumers and have developed a members club known as Unite that creates an environment around Nite watches that many consumers like to buy into.

Dealing directly with our customers enables us to deliver the best possible service and product support and means that we can engage with them to make them feel valued. We believe these values are critical to our growth and will therefore be implemented worldwide through our Exclusive Brand Licensing Programme.

In terms of who we are and where do we sit in this enormous industry? We are a small, profitable, privately owned independent watch brand with a great future.

This was posted in Bdaily's Members' News section by Tom Keighley .