Watches getting prime time at discounters

Discount Store News, Nov 21, 1988 by Pamela Krein

Watches Getting Prime Time at Discounters

Time was when watches were worn just to tell time, accessories that paid little heed to the whims of fashion.

Now, however, watches are perceived as a jewelry necessity, and many discounters are realizing it's high time they reap the benefits of the trend this fall.

While the Swatch watch--and ensuing knockoffs--first started the movement, not until recently has a watch become a primary and sometimes stand-alone piece in a consumer's daily fashion statement.

So, what's making sales tick for discounters?

According to buyers across the country, it's been the recent availability of more department store looks at discounter prices, heavier promotional advertising and an overall simplification of accessorizing this year that relies on classic pieces like watches.

"Watches are more of a fashion look now than they have been in the past," said Jane Dunne, buyer at Green Bay, Wis.-based Prange Way. Women in particular, Dunne said, are now owning more than one watch to wear as alternating accessories with their wardrobe.

Buyers said women are also opting for a less-is-more look with accessories, and the classic styling of many watches can provide the key pivotal point of an outfit.

"There is also a better availability now of designer looks with good quality and reasonable price points," added one discounter.

Popular styles include:

* holiday watches studded with rhinestones and chip diamonds;

* 1930s retro looks with rectangular shapes;

* Moon faces;

* Leather bands;

* Chain, bracelet or two-toned gold and silver watches. These styles combine with the popular basic and sport watches to give discounters a well-rounded approach to the category.

"Watches are really hot right now--especially anything novel," confirmed Lisa Music, market representative at Arkin California, a buying office for discount chains like Venture, Target and Zayre.

Traditional and basic styles also provide discounters with a strong watch base. And while some manufacturers are perfecting the department store look for discounters, others are providing chains with more watches for under $10.

This low price point, discounters said, allows the stores to display watches in more places, since they are often packaged to hang on pegs.

To supplement the diverse offering and day-to-day consumer demand for watches, many discounters have also turned to advertising and promotion. Minneapolis-based Target recently featured its Gloria Vanderbilt, Seiko, Casio and Armitron watches at 25 percent off, while the discounter's sister retailer, Dublin, Calif.-based Mervyn's, promoted Seiko, Pulsar, Timex and Coke this fall.

Membership discounter Fedco in Santa Fe, Calif., has also promoted its watch selection, most recently featuring Mickey Mouse styles to tie in with a storewide promotion. Richmond, Va.-based catalog showroom retailer Best Products has also high-lighted Disney watches this fall, along with Pulsar, Seiko, Lorus and Casio, all at 30 percent off.

Canton, Mass.-based Hills promotes its watches typically in each of the six yearly circulars, according to divisional merchandise manager Fred Fortier. However, he noted, the circulars only promote the product at its everyday low price, since Hills doesn't run sales.

While some discounters promote watches occasionally, New York-based S.E. Nichols features watches nearly every week of the year, according to the chain's buyer Neal Hirsch. In keeping with Prange Way's heavy advertising approach, Dunne said the chain promotes watches frequently--usually bi-monthly.

Like advertising, price points--whether on or off sale--also vary from discounter to discounter. While upscaler Target can carry regularly priced watches up to $170, and Mervyn's can go even higher, Nichols prefers to keep its styles priced under $40.

Hills keeps it watches under $100, and does the bulk of its business with Timex watches in the $15 to $49 range, according to Fortier.