Nobel Watch Co. Eyes IPO

Nobel Watch Co., a supplier of mid- and luxury-priced watches, is planning to become a public company, say company officials. According to chief executive officer Israel Genuth, the five-year-old New York City firm—a division of Nobel International—will launch an initial public offering "much earlier" than 2003. While the firm is financially secure, Nobel needs the large amount of money an IPO can generate to improve its visibility and efficiency, says Genuth. "We have a healthy cash flow," he told JCK, "but to contend with larger competitors, who spend millions on advertising and name recognition, we need more funds for advertising." Before its IPO launch, Nobel will give shares to all "qualified" authorized dealers of its watches. "Our dealers are our partners," says Nobel president Barry Fink. "This plan offers them the opportunity to succeed and expand with us." Since its a

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