Swarovski enters electronic accessories market

New Delhi, Sep 22: Aimed at tapping the luxurious and fashionable electronic accessories market in the country which is still at its nascent stage, leading brand in fashion and jewellery industry Swarovski has joined hands with consumer electronics major Royal Philips Electronics.

''India has a huge potential in this segment and through this alliance we have endeavoured to blend fashion with technology,'' Swarovski India Pvt Ltd Manager (Marketing and Communications) Anindita Bhattacharya told reporters here yesterday.

''Through this alliance we are venturing into luxurious and fashionable electronic accessories segment,'' Philips Electronics CEO Rudy Provoost said.

Both the companies are targetting high-end and upper middle customers falling between the age group of 20 to 40 years.

Under this tie-up, Swarovski launched a line of earphones and USB memory keys made up of metal and trasparent crystal.

Priced between Rs 4,645 to Rs 9,745, the headphones come in four different syles-- 'Mirage', 'Amazone', 'Space' and 'Icon'--, while USB memory keys include,'Lock In', 'Heart Ware', 'Lock Out' and 'Hear Beat'.

Austria-based Swarovski is the world's leading producer of precision-cut crystal for fashion jewellery, lighting, architecture and interiors. The company has a presence in over 120 countries and a turnover of 2,337 billion euros.

UNI