In the three years since the Scuderia Ferrari line of timepieces was launched at Baselworld, the brand has become one of the most saleable at Movado Group, Inc.
Tad Uchtman, brand president of Scuderia Ferrari Orologi, credits this to Ferrari’s enviable brand equity. Until recently, Ferrari held the distinction of “world’s most powerful brand” given by leading brand valuation and strategy consultancy Brand Finance.
“We have millions of followers on Facebook. At any given time, thousands are commenting or reacting online,” Uchtman said.
“Fans of the Ferrari racing team really love the brand, but since not everyone can afford to buy a Ferrari replica, the replica watches are their way to buy into the brand,” he added.
The Lucerne Group which distributes Scuderia Ferrari Orologi, among other branded timepieces, selected 50 SKUs (stock keeping units) instead of bringing in the full 150. Uchtman described the selection as a “good range” that included entry level pieces and the more expensive ones that sell for over P20,000 each.
Aside from Scuderia Ferrari Replica, the Movado Group, Inc. designs, sources and distributes different replica watch brands including Ebel, Coach, Hugo Boss and Lacoste worldwide.
Highlights of the Spring/Summer 2016 collection from Scuderia Ferrari include the new XX Kers (Kinetic Energy Recovering System) in stainless steel with a bright/brushed or black ion-plated finish. Its fixed coin-edge bezel, in red or black anodized aluminum, sports bold contrasting markers and Arabic numerals.
Pieces from this range are contoured to hug the wrist for comfort and feature a raised center section with a horizontally slatted look inspired by the hood of the Ferrari Testarossa.
The entry-level Red Rev styles (with prices starting at P6,550) sport the brand’s signature honeycomb texture on their matte finish black or white dials. Its round 44mm case made of impact-resistant, thermoplastic material has a polished finish reminiscent of a Ferrari dashboard. The black ion-plated crown is etched with the Prancing Horse logo.