Michele Watches Aims for Comeback With Smartwatch Launch

Michele watches is hedging a comeback on hybrid smartwatch technology.
The midprice watch brand — a subsidiary of the Fossil Group — says that sales have lagged somewhere between $15 million and $20 million per year, since the label’s peak popularity about five years ago.
The brand hopes to regain market share and consumer interest with the introduction of the Connected Hybrid Smartwatch, released today.
“We have an advantage that we are less exposed to noise out there in regards to watches,” said Michele director for global brand management, Patrick Ranger. He feels the brand’s quieter notion will lend itself to exponential growth.
Michele is on track to grow between 2 and 5 percent this year — and is projected for similar growth in 2018. Ranger anticipates the brand will net between $80 and $90 million in sales for 2018.
“We are growing back. Our projection for next year is to be back where Michele was at its height. I think we’ve had to make some tough decisions with our distribution, we wanted to make sure we don’t chase quarterly purchases and are in it longer-term to maintain brand health,” Ranger said, noting the label hit its peak between 2010 and 2013.
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