Following a change in the market over the past five years, Jeffrey Cohen, President of Citizen North America, says that the brand is head and shoulders above its nearest competitor.
Speaking exclusively to WatchPro, Cohen says that Citizen Holdings is ‘well ahead’ of its predicted place in the market and intends to be a leader not a follower.
He says: “We are two steps ahead of everyone in our industry and within our category we are even further ahead than that but we need to be. We need to lead, we don’t want to be led. We need to lead the consumer to our products and to our experience, to make sure that we are there for them because it’s a lot easier to keep a customer and engage them into buying multiple products.”
Citizen Holdings has been the parent company of Bulova Watches for over 10 years and more recently, has acquired Alpina Watches and Frederique Constant too.
Cohen believes that integrating teams from Switzerland, Japan and the U.S allows Citizen to deliver a better customer service.
Cohen who oversees the North American branch of Citizen, thinks having a number of brands under one roof will contribute to not only Citizen, but other brands too.
He added: “We’re going to have the leverage of the Citizen Distribution network, the relationships, the marketing. We’re going to be spending a tremendous amount of money on brand building activities to ensure that Bulova stands out on its own and continues to grow in all the different markets and now with FC and Alpina too.”
He continued: “We bought the company for what we thought was a very good opportunity but more importantly, our two biggest networks are Japan and North America. We now own the distribution network there, the scale is huge.”