Toying with time

We fell in love with Toy-Watch as soon as we saw it,” said Maricel Peralejo, chief financial officer of  Iconique. “My husband Miguel and our partners Anna and Jonathan Cua searched the Web to find out more about ToyWatch. We found the Asian distributor was Christie Wo who is based in Hong Kong and we invited her over.”

Iconique launched its newest line of ToyWatch called Strong at Silver Vault at Rustan’s Department Store recently.

“It is not just a watch,” said Christie Wo, president and CEO of  Charmonde Luxury Limited, the Asia Pacific distributor of ToyWatch, who was here for the launching. “It’s a fashion accessory.”

The ToyWatch, we were told, is one of the hottest brands in the US today, although the watch traces its origins to Italy. It was in 2006 that the watch caught on, and since then it has had a growing celebrity clientele.

Among the famous wrists that have been seen sporting ToyWatches are Madonna, Michael Jordan, Charlize Theron, Oprah Winfrey, Uma Thurman, Paris Hilton, Nicky Hilton, Naomi Campbell and Katie Holmes.

The attraction to the ToyWatch seems to be the fact that it is understated and reasonably priced. That its sophisticated design is chic and classy are two reasons why Pinoy watch lovers are sure to love it. It is what the people behind Iconique call “affordable luxury” for the new generation.

The watch represents all that is fun and cool. But one of the biggest pluses going for this watch is that it is lightweight —  with acrylic or nylon straps, hence making the watch sporty and really light on the wrist. In the US, ToyWatches are sold only in luxury department stores such as Bergdorf Goodman, Neiman Marcus and Saks Fifth Avenue.  That is why here in Manila Iconique made sure that Rustan’s would be the department store to carry ToyWatch.

“We think Filipinos are ready for this watch,” added Maricel. “The Filipino watch wearers are more into fashion now, and that is exactly what ToyWatch is about.” Filipinos who like the look of chronograph watches but are not too happy because of the bulkiness and the extra weight these watches carry will like ToyWatch.

Iconique studied the Pinoy watch-lover and they have come to the conclusion that Pinoys are not too much into bling watches. But Maricel said most Pinoys would rather have the expensive branded watches, if they can afford to buy them.  However, she added, Pinoys also like to have everyday watches that are colorful and fun. And they are precisely the market that ToyWatch hopes to capture. 

Filipino men will also find a ToyWatch to suit their fancy. Miguel told us that Filipino guys go for the classy and classic watches, preferring silver, black and lots of metal on their watches.

“A lot people we know have chosen to wear this watch on a daily basis instead of their more expensive brand watches,” added Miguel.  “They leave the real expensive ones for special occasions and wear their ToyWatch daily.”

Edgy, young and hip, and for a market that ranges from 20 to 45 is what Iconique has set its sights on.  These are folks who like to have fun and are not afraid to try something daring.

“It is no longer called a watch, it is an accessory,” said Wo. “It is a more playful accessory that reflects the character of the person wearing it.”

ToyWatch is available at Silver Vault, Rustan’s Makati and at Rustan’s Tower in Shangri-La Plaza Mall.