CYMA ADS PLACE WATCHES BEYOND THE WRIST
New print ads for Cyma watches are turning heads by showing watches on more than just the wrists of models. Three ads using the tag line “More Than Just a Pretty Face” place Cyma watch faces on the heads, torsos and eyes of models posed to convey various moods. A boxer wears an oversized watch face as a belt; a fashionably attired women wears a watch face as a large hat, essentially becoming the top of her head; and a man bearing cognac and wearing a smoking jacket sports not a monocle but a Cyma watch face over his right eye.
Retailer reaction to the new campaign has been impressive, says Hugh Glenn, president of Glenn Corp., New York City, North American distributor of Swiss-made Cyma watches. “I’m receiving strong demand from retailers for our co-op support that uses this campaign,” he says. Billboards, counter cards and ad slicks are available at no charge from Cyma. “Retailers like the fact that it’s more than just pictures of the watches, that it gets attention,” he says.
An attention-grabbing campaign is precisely what Glenn wanted from Muller, the agency that developed the ads. Glenn’s use of a U.S. agency is somewhat unusual for Swiss watch companies, which often use European-produced ads. The three images appeared with Cyma’s toll-free telephone number in November issues of Town & Country, Gourmet and Travel & Leisure magazines. Callers are referred to local jewelers who carry the brand.
CITIZEN NAMED ONE OF 100 ‘BEST MANAGED’ COMPANIES
Industry Week magazine named Citizen Watch Co. Ltd. one of the 100 best-managed publicly held companies in the world. The top 100 list was part of an Aug.19 issue that examined issues of leadership, global management, change management and information technology.
The selection process evaluated the companies based on five-year records for return on equity, inventory turnover and revenue. The magazine also graded performance in a dozen areas vital to corporate success, including financial results, accounting and finance, sales and marketing, information technology, manufacturing operations and corporate citizenship.
Laurence Grunstein, president of Citizen Watch Co. of America, Lyndhurst, N.J., says his company, the U.S. division of the Japan-based Citizen, was honored to be selected for Industry Week’s list.
LAZARE KAPLAN PLANS TO OFFER NEW SHARES
Lazare Kaplan International, New York City, plans to sell 2.2 million shares of common stock, traded on the American Stock Exchange as LKI. Chairman Maurice Templesman is offering 400,000 shares of the total.
Proceeds would be used to repay all or a portion of senior notes and revolving loans. As these are paid off or paid down, LKI will be able to expand and gain general working capital.
The company expects the offering to begin this month after the Securities and Exchange Commission approves the proposal. The managing underwriters for the offering are UBS Securities and Furman Selz.
SUPPLIERS ON THE GROW
Carl K. Gumpert Inc. bought certain assets and trade styles of Pacific Gem Cutters, a colored stone jewelry manufacturer in Los Angeles, Cal. Pacific Gem is now a division of Carl K. Gumpert and has moved into the company’s recently expanded headquarters at 550 S. Hill St., says Walter Fineblum, president of Carl K. Gumpert. Armand Dushinsky, who was president of Pacific GemCutters, will remain as head of the new division.
SunRay Settings, Puerto Rico, and S. Bellara Diamonds, New York, N.Y., are joining forces. The new company, SunRay-Bellara Creations, will offer as its first products hollow diamond bead earrings as well as a new catalog that features its “diamond in the round.” SunRay-Bellara Creations, 1212 Ave. of theAmericas, NewYork, NY 10036; (800) 722-3426.
Lapponia/Interart Industries Ltd., moved to new quarters at 2 W. 45 St., Suite 1705, New York, NY 10036; (212) 293-4848.
Maurice Lacroix USA moved to 17835 Ventura Blvd., Encino, CA 91316; (818) 501-6878, fax (818) 501-6876.
Diamex Inc. relocated to 580 Fifth Ave, Suite 1620, New York, NY 10036; (800) 223-4024 or (212) 575-8145.