Licensing: The Road More Traveled

The term driver’s license could refer to the number of watch companies relying on licensed designer names to drive their business. This year’s best bet: if it has a fashion name, it will have a fashion watch. Watch licensing is now the order of the day. Where will it end? If the past few years are any indication, it won’t. It will only get better – or worse, say some who think there already are too many watch brands out there. “It’s not a question of whether there are too many watch brands,” says Kenneth Genender, president of Genender International, an active player in the licensed watch field. “It’s a question of whether there are too many watch brands with the same look.” Licensed brands must stand out with unique design or meet an untimely death – and then relaunch. Anne Klein’s I & II, Guess, Timberland, Nautica and Joe Boxer are among those which a
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