A watch in today’s era is an accessory which is required to give more value than just being able to see the time of the day! This holds true across the different strata of people.

This is what Mr. G.S. Purewal, owner and creator of the P.A Time Industries realized very early in the day. In the early 1990’s the Chairman set up P.A. Time industries for manufacturing quartz wrist watches and electronic watch components.

The Maxima brand was created in 1996. It was made for the lower segments of the society which went on to become the second largest watch brand in India. Moreover along with just being a regular watch, the Maxima brand had an array of designer collections which it catered to.

The different watch collections ranged from Aqua which was the reliable and affordable ones to the Scuba collection which includes chronograph watches targeted the sporty youth with limited budgets to the Gold collection which had a formal and international look to it and many more. The underlying factor amongst all was the affordability and fashionable element to it.

However very recently, P.A Time Industries took the plunge and introduced a superior and a very impressive brand called SSTEELE which indicates a shift in the target audience and specially crafted for higher budgets.

There are various interesting facts and features about the SSTEELE brand which is discussed below:

· There are more than 50-55 different models which under the SSTEELE umbrella

· The price range of the watches are Rs.1500- Rs. 3000

· Moreover, the designing is very daring, glamorous, youthful and elegant. It caters to the very fashion conscious and stylish youth icon

· Quality and service assurance has always been a trademark for the P.A group. This is maintained even while crafting the SSTEELE brand. The designing has been done by renowned and reputed watch designers based out of Hong Kong. The designing of the SSTEELE models are very trendy and based on the elegant and stylish European designs

· Moreover , the manufacture of the SSTEELE range is being done at Indian and Hong Kong facilities of PA Time Industries

· The watches are a result of extensive research which was undertaken at the company’s end. The research was a reflection on the aspirations, wants and demographic profile of the target audience.

· The target audience is combination of all males and females who belong to urban and semi urban cities.

· Like all of the watches under the PA Time Industries umbrella, the SSTEELE brand also has products which confers to accuracy, reliability , quality assurance, backed by manufacturer’s guarantee and fine after sales service

These features make watches under the SSTEELE brand very impressive and up market. It is targeted to be a trendsetter and an attractive proposition to today’s Indian youth.

The success of the brand would reinforce and alleviate the company’s image to a high level. All that is required is the perfect marketing mix of price, product, place and promotion to ensure success and sales to culminate!