Citizen Watch UK ended 2014 in style, celebrating another record trading year. Christmas figures show that sell-through for the year was up by an impressive 7.8% in December and 7.7% for the year.
Due, in part, to the brand’s marketing investment in the run up to Christmas, sell-through growth in the female sector hit 15.6% in December and annual growth in the men’s arena came in at 9.6%. GfK figures show that Citizen is officially now the 4th placed watch brand in the UK for December and number one within its competitor set.
Citizen puts the success of 2014 down to a combination of the range and quality of its watches and its award-winning marketing operation, which in 2014 included the signing of Katherine Jenkins as brand ambassador and the sponsorship of Aviva Premiership Rugby.
Social media also played a huge part in Citizen’s marketing with engagement, reaching 5 million adults. Citizen now has one of the largest online communities of any watch brand in the UK, delivering over half a million interactions, over 9.5 million page post impressions and over 20 million advertising impressions.
Its monthly email newsletter directly focused on driving customers through retailers’ doors saw an above average open rate of 26%, with 6% click-through, double the reported industry average.
Citizen Watch UK Managing Director, Mark Robinson, sees no reason to believe that the success is going to come to an end any time soon. “First and foremost, we have fantastic retail partners that support and invest in our brand, without whom the success we’ve had over the years would not have been possible," said Robinson. "We’ve had a phenomenal year in terms of the success of our marketing campaigns and sales, but as always, and in keeping with our Better Starts Now philosophy, we look forward to building on our achievements into 2015 and beyond. Next stop, Baselworld. Our soon to be unveiled watch collections will show the world a new dimension to our existing ranges, ensuring we stay a step or two ahead of our competitors, adding to our long list of world firsts," Robinson concluded.