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The Swiss watchmaker launches a new repositioning strategy for the brand

Design : celebrating its 65th anniversary this year, watchmaking brand alfex, based in the canton of ticino, is relaunching and repositioning itself in the swiss and international market. central to the project is a desire to maximise the brand’s strengths by developing product identity. it will target collections for women, as well as men’s collections, with a focus on design, alfex core value.

Marcus Weber : under the guidance of marcus weber, current ceo and majority shareholder, the company has ramped up its team structure in sales, marketing and products to better support the collections and promote visibility. the goal is to consolidate the brand’s position in switzerland and to develop international markets. the brand is currently present in europe, asia, maghreb and the middle east.
“i’ve been following alfex for many years. in fact, this company was one of my first clients when i started out as a corporate consultant. the brand was founded in 1948, based on real passion and hard work, heart and soul, and i wanted to keep our founder’s passion alive by forging a new future for alfex that highlights its strong values, high-quality products and exciting design.” explains marcus weber.

Swiss made: throughout its history, the brand has distinguished itself thanks to its innovation and the quality of its swiss made products offered at mid-market prices. for alfex, watches are smart and original accessories with a strong design element, enjoyed and worn just like jewellery.
thanks to its team of designers, who benefit from experience not only in watchmaking, but also in other areas such as the automotive sector, alfex has always designed all its watches in house.
the result is a strong spirit of innovation and a desire to break with the traditional templates of timepiece design.

Collections: three major families of products make up the alfex collections: new structure, creations with fashion appeal; modern classic, which includes watches with simple, clean lines and a refined design; and trend cycle, representing a vision of the future. this line includes watches displaying innovative solutions, unusual techniques and materials with an explosive
and unique look.

BaselWorld: baselworld 2013 will be the first major appointment for the “new alfex”. the brand will use the international event to present its brand new image along with a stand embodying the brand’s values.

Alfex : for 65 years, alfex has worked to stand out on the watchmaking landscape through a strong focus on design, respect for the criteria of swiss quality, and mid-range pricing. an in-house design team makes this combination possible, in order to continue to follow today the vision of its founder, ferdinand gindraux. in 1948, gindraux created the company with the goal of creating a brand that would revolutionise the traditional conception of timepieces. design was immediately chosen as a priority, a choice that would lead the ticino-based brand to win a number of international awards: the “red dot award”, presented by design zentrum of hamburg, for which alfex is also competing this year, and the “good design award”, presented by the chicago anthenaeum museum of architecture and design for the product with the most innovative graphics and design. in 2013, thanks to the work of marcus weber, company ceo and majority shareholder, alfex is celebrating its 65th anniversary and launching a new brand repositioning strategy, focusing strongly on design, the brand’s heart and soul.

Original Language : English