MANILA, Philippines - Brazilians aren’t known to be too serious about time. What with bombshells lounging on the beach during work hours, slow-roasted barbecues for lunch, too early caipirinha happy hours, and carnivals lasting till dawn, the only time the Brazilians know well, it seems, is a good time.
That is perhaps why their largest selling timepiece, YoT, is all about the fun. Like Lego for chronos, YoT watches’ interchangeable cases, dials, straps, and bezels, make a set of five come up with over 650 different possible combinations. A must for color-blocking lovers and everyday people, YoT watches aren’t only for the fun and the flash of it, its functions are also quite reassuring. Each YoT timepiece runs on high-precision Citizen movement and, coming from a country with 2,095 beaches, is water-resistant to up to 100 meters. And with choices of analog and LED digital faces, YoT lets you go classic or high-tech at your own whim.
Now in the Philippines, YoT rounded up the country’s colorful young stars to put faces on all the fun wrist action: Daniel Padilla, Kathryn Bernardo, Enrique Gil, Robbie Domingo, Rayver Cruz, and Julia Montes. Locally distributed by Raffy Florencio’s Techno Time Retailers Corp., YoT plans to open 20 mall kiosks this year, and has already opened two, at TriNoma Mall and Robinsons Magnolia Mall, and a kiosk in Robinsons Galleria is set to open later this month.
With so much fanfare, excitement and optimism that YoT and its local distributors have for the brand, will the quintessential Brazilian timepiece do well with the infamous Filipino time? YoT general manager for overseas, the Brazilian-Italian Mario Graziano, answers this and other questions.
PHILIPPINE STAR: Being the 25-year old GM of Brazil’s biggest timepiece brand, you seem to know your time well. Tell us, when’s the perfect time to wake-up?
MARIO GRAZIANO: The perfect time to wake up is 6 a.m. Just kidding! It is important to make sure that you discover your true passion and focus to enter in the pretend universe. Working on what you really like will make things more pleasant and you will be able to extract the maximum of youself. With hard work and commitment, the positive results are more likely to come.
When’s the perfect time to work?
The ideal is to look for the perfect combination of practice and theory. In my case I had to both study and work at the same time. It is heavy, of course, but it is very productive learning.
When’s the perfect time to play?
Playing is something that you should always do because life is not all about working. Hard work is important but having fun is also necessary to feed yourself in order to keep moving forward. Play hard but with responsibility!
When’s the perfect time to sleep?
It depends of how you set up your priorities and commitments! Difficult to tell the perfect formula!
When’s the perfect time for romance?
When your heart tells you! You will know! My only recommendation is to pick someone who helps you to skyrocket. A person by your side can push you positevely to the top or negatively down. Make sure it’s the first option!
Brazilians aren’t so much known for watches, unlike, say, the Swiss, but what do you think is your contribution to global timepieces?
We are a baby brand compared to historical watch brands known worldwide. However, selling more than 4.5 million units of the same model in one country give us a worldwide record and a good first step. We are looking forward to giving our contribution to the watch world and we are prepared to do that. We are starting in Asia having the Phillipines as our first country and we are very happy for this as well the partner we have choosen.
YoT stands for “Your Own Time,†how does that translate to your products?
Happy, fashionable, and fun, good quality products for all kind of people who likes fashion and who wants to express themselves. Use your imagination and make new combinations!
How does the development process of every YoT watch go?
Secret!
YoT watches are fun, trendy, and colorful. Do you only have the youth in mind when designing your timepieces?
Our watches are democratic! Everyone one can have a YoT and there is no age limit for that. As the worldwide leader on the interchangeability concept, we are capable to develop tons of acessories which can turn a fun and colorful watch into a more elegant or casual watch. These could be used by older people or in more serious occasions! There is no restriction. The sky is the limit for the YoT style and for the message you want to give.
Why did you choose the Philippines as your first stop in Asia?
The Filipinos are happy and resilient people and like fashion! I am really impressed at how stylish people here are! That’s YoT — joy and style! Of course we can’t forget that the Phillipines is a growing economy with 100 million population and warm climate weather!
Having been to the Philippines and met some Filipinos, how do you think would they fit YoT watches in their style and culture?
As previously mentioned that’s a perfect combination: YoT and Filipinos! Joy, color, fun, quality, style, image, expression, trust, pleasure!
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YoT is now available at its own free-standing kiosks at the 2nd level of TriNoma Mall and the 1st level of Robinsons Magnolia mall.