As reported here by LicenseGlobal, BMW has signed a brand license for watches and smart watches.
The licensee is Fossil Group, which holds a broad portfolio of brand licenses already. A license had been with the Ball Watch company before.
The territory is worldwide.
First products are expected in 2019, the agreement runs through 2023.
Distribution will be via BMW retail channels and the retail network of Fossil.
Aspex Eyewear, Inc. announced an exclusive brand license for BMW optical eyewear and sunglasses.
After its recent watch license, this is the 2nd time, BMW has chosen a rather small licensee.
This licensing agreement is the first for BMW in the Americas.
The territory includes North America, Central America, South America and the Caribbean.
First deliveries are expected in early 2013.
BMW has announced a brand license with Ball Watch Company for watches.
This follows recent announcements about watch licenses by Ferrari.
Car brands and watches have a long history. And to many, they seem like a natural brand extension. But very few have been a success. Or how many men do you know, wearing a Mercedes watch?
One of the exceptional successes was Porsche design with its iconic titanium watches from the eighties, a collaboration with IWC.
One of the hurdles in licensing are price boarders.
If you sign a watch license and your product is more expensive than category leaders, for example Rolex. Omega, Breitling, then you better deliver an extraordinary product justifying the price.
Another reason for failed car brand watch licenses have been cheap merchandising watches. Sometimes built as presents and give-aways, those can ruin a category for the brand for a long time.
According to the Financial Times, BMW sold its Rover brand to Shanghai Automotive Industry
(SAIC) for 11 mill. pounds (16.2 mill. Euro).
Ford, which has a first right to buy is considering to use it.