With the rise to prominence of smart and ‘hybrid’ watches in recent years, more and more small watchmakers have sprung up in an attempt to ride on the wave of digitalisation that, it seems, has spared not even the watch industry. One of the bigger names in this niche market is Sweden’s Kronaby, who has now signed a partnership with IDEA Communication, a global integrated communications consultancy with offices in Singapore and Beijing, and led by Helena Ma, a Swedish-speaking, Chinese-born, British-trained businesswoman and polyglot. Kronaby’s plans to enter the lucrative Chinese market – buoyed by a growing middle class – naturally calls for the enlistment of a savvy communications operator with knowledge of both Sweden and China.

Photo credit: www.uhrcenter.de

Established in 2015 by four entrepreneurs-to-be from Sony Mobile, Kronaby, formerly part of Anima and now part of the Spanish-owned Festina Group, is a Swedish watchmaker and a pioneer in the global rise of the hybrid smart watch. Combining the aesthetic and finesse of traditional quartz-powered timepieces with the cutting edge of technologies such as Bluetooth, GPS, and more, Kronaby has taken the watch industry by storm, embracing digital innovation without compromising on classic, timeless design language. Its range currently consists of 50 men’s and 9 women’s watches across its Sekel, Apex, Nord and Carat lines. When paired with a smartphone, Kronaby watches offer a unique set of features – including fitness monitoring, motion tracking, and even a camera remote control – and impressive multi-year battery life.

However, as part of the ‘luxury’ subset of the consumer goods industry, Kronaby – like other watchmakers – is often at the mercy of market conditions and in turn, consumer behaviour. A shrinking economy leads to lower demand for ‘luxury’ goods such as watches. Today, companies in consumer sectors are looking to identify trends and capitalize on growth in emerging markets – with Kronaby’s move into the Chinese market, with IDEA’s support, being a case in point. In addition, companies in the sector have traditionally looked to innovate as a source of growth, and now, they are trying newer and bolder strategies than ever. Kronaby’s innovative use of smart technologies in its watches is an exemplification of innovation in the consumer goods sector. While these strategies will benefit a consumer brand, a strong communications partner with particular expertise on the industry or sector remains of paramount importance.

As Kronaby’s communications partner, IDEA will take charge of Kronaby’s overall brand communication campaign for its push into the Chinese market, encompassing media relations, digital marketing and paid content, partnerships with key opinion leaders (KOLs) and social media influencers, as well as event marketing. As a relative newcomer in a highly competitive industry and as a foreign brand entering the Chinese market for the first time, a key objective will be building brand awareness in China.

“Having enjoyed a successful first year in local and European markets, we decided there was no better time to expand abroad and break into the China market,” said Kronaby CEO Pål Borge. “With Helena’s unique global perspective, I am confident that IDEA Communication will provide the perfect foil for Kronaby’s international expansion.”