The Timberland Company has signed a new licensing agreement with Endura SA, the private label and licensing company of the Swatch Group Ltd. Under today's agreement, Endura SA will be tasked with the development of a new collection inspired by the outdoors and representative of Timberland's values. The collection, which will be marketed under the Timberland brand, was unveiled at the Baselworld Watch and Jewelry Show in March, 2006, and will include premium offerings for both men and women across casual and performance categories. The collection will begin to hit the Global market in May 2006.
Speaking on behalf of Endura SA, Beatrice Howald, Spokesperson, said the company had seen a marked increase in interest from highly visible consumer brands wishing to extend the range of their products to include watches, and commented: “We are delighted with today's agreement between Endura and Timberland. The Timberland Company's strong values and the strength and versatility of the brand are well known, and we look forward to combining our expertise in innovative watch design with Timberland's brand heritage to deliver a watch collection that will resonate worldwide.”
Patrick Baboin, Timberland's Vice President of Licensing, noted that the Swatch Group is recognized as a global leader in design, innovation and marketing, and continued: “The Group also has a reputation for a unique ability to design product that is relevant across a range of consumer groups. We've been impressed from the start with their leadership in design and manufacturing, as well as their marketing savvy and widescale distribution network. They have shown a strong connection to the Timberland brand values, and we're very pleased to have them as a partner.”