Chronovski
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Chronovski was formed in Singapore in 2003 to create cheap crystal watches.
At that time, the watch market was dominated by bling culture,[1] facilitated by 3 trends.
- The hip-hop culture led by rapstars such as Beyoncé, Eminem and Jay-Z.
- The rightist/conservative movement towards bling culture where consumers styled themselves like monarchs decked in diamonds.[2]
- A mass market movement to diamond watches as a way to portray affluence.
Chronovski proceeded to launch sub $100–200 crystal encrusted watches. Chronovski watches often came with flashy and glittery designs.
In the years 2004 to 2010, Chronovski managed to distribute half a million pieces of watches. Norway was the largest market, followed by USA, Sweden, Denmark, UK and Australia.
2008's Lehman Bros collapse decimated the bling-bling trend. What was seen as opulent excesses of Wall Street was frowned upon and the fashion trend shifted away from bling culture.Script error: No such module "Unsubst".
Most importantly, the rise of smartphones and its replacement of watches as time-keeping devices hit Chronovski badly in the early 2010s.
In 2012, watch-making came to an end for the company when Chronovski diversified into a digital lifestyle fashion brand.
References
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