CITIZEN Watches (India), a part of the $3.5-billion Japanese watchmaker, is betting big on its Eco-Drive collection for doubling its turnover. The company also plans to introduce its special-edition radio-controlled watch in the Indian market by Diwali.

The firm is very bullish about its flagship Eco-Drive collection and is hoping that this brand will contribute to about 80 per cent of its turnover by 2012. At present, the Eco-Drive range generates about 51 per cent of the turnover.

"Presently we are focusing on the Eco-Drive series for boosting sales as well as a means to attract more customers. Our target is to achieve Rs 120 crore by March 2012," said Amit Kalia, marketing manager, Citizen Watches India.

Kalia said that India is a booming retail market, and Citizen, which primarily targets the metro-centric crowd, is looking to cash in on this growth and the higher disposable income of consumers. “Our USP is that Citizen Watches do not need maintenance or battery change and this is what’s attracting consumers,” he added.

In addition to its EcoDrive series, the company is also planning to introduce new collections under its quartz and mechanical ranges. By Diwali, Citizen will launch its special edi

tion radio-controlled watch called the `Dome' in the Indian market. According to Kalia, about 250 of these watches will be sold globally. The dome-shaped layered dial conveys light to the movement and emits futuristic sparkles, and features the Eco-Drive engine enclosed inside the case.

Speaking about Citizen's market positioning, he added that the company mostly competes with brands like Fossil, Esprit, Tissot, TAG Heuer on the basis of pricing. Titan's offerings start from a lower pricing level, he added.

"Our average price range is Rs 20,000-25,000 and we target mostly the metro-centric crowd," Citizen's marketing head said.