HOT 100 BRAND CHAMPIONS: Tracey Osborne & Simon Bates, Citizen Watches UK

Tracey Osborne and Simon Bates have been on a brand expansion drive this year, turning Citizen’s awareness strategy up a notch.

This has resulted in improved multi-channel brand awareness campaigns and a new omni-channel presence, both of which have significantly contributed to record-breaking sales in 2015 and a strong start to 2016.

“With the retail partners at the heart of the Citizen business, we have used our marketing and sales experience in the watch industry to create a 360 approach, right from the start of driving consumer brand awareness through multi-channel advertising campaigns to supporting the retailer with best in practice omni-channel sales strategy and marketing activity,” the duo explains.

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The focus has been to not only develop brand awareness initiatives that drive consumer interest but also to ensure the brand experience is consistently delivered at all points along the retailer’s sales path.

Reflecting on the year, Simon says: “I’ve learned more than ever that the most important thing we can do is to maintain our brand integrity. We work hard to make sure that whatever we do sales-wise is absolutely the best thing we can do for the Citizen brand. We follow a strategy that keeps the brand in the position of strength that we currently enjoy across a wide base of distribution.”

For the Hot 100 photoshoot Tracey and Simon chose Twickenham Stadium as Citizen Watch UK have been the Aviva Premiership Rugby Official Timekeeping partner for the last two years and have just signed a further two year contract.

“The Aviva Premiership Rugby Time Keeping Partnership has not only driven brand awareness but fundamentally increased brand consideration among Citizen’s target audience. Recent consumer research suggests that nearly 90% of those that follow Rugby would consider purchasing a Citizen watch,” Tracey comments.

When not pushing the Citizen brand forward, Tracey can be found shopping in Claire’s Accessories with her girls or at dance lessons, while Simon enjoys spending time with his five-year-old son and playing sports.




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