Brand Guide 2017
HISTORY, STRATEGY, KEY-FACTS & OPPORTUNITY
The Company • mb-microtec, the parent company of traser, was established in 1969. It’s 100% family owned and independent. • mb-microtec is the pioneer & inventor of the H3 self-illumination technology, marketed under the brand name trigalight ®. Since almost 50 years it’s the most reliable 24/7 light appliance, which needs no energy source. mb-microtec is the global leader when it comes to self-illumination technology. • The company is based in Niederwangen at the outskirts of the capital city Berne in Switzerland • mb-microtec is ISO 9001 certified • 100 employees work under one roof in a state-of-the art facility. • All relevant functions like development (of products but as well as the sophisticated machinery for the production), production, marketing and sales are executed in-house.
The Brand • traser was born in 1989. It was a logical consequence because the in-house self-illumination technology trigalight ® was there and needed a watch to showcase & promote the technology and it’s advantages compared to regular illumination solutions, which fade-away after a few hours. • After an intense period of research and development, the traser P6500 TYPE 6 was ready in 1989. It was the world’s first self-illuminated watch that was meeting the US-Army specs MIL-W-46374. It was the first self-illuminated watch supplied to the US-Army. • The P6500 TYPE 6 had a major influence on the development of the brand over the years and was giving to the collection the tactical spirit, which is still predominant in today’s collection. • Today the brand is opening itself. While staying true to the roots and DNA, traser is aiming to be the reliable companion for people who enjoy an active lifestyle. At work and off work.
The Brand Mission • We feel close to people, who have the courage to say “I #disconnect!” in today’s total-availability-world and in an environment of information-overload. • Our products shall first and foremost attract our potential customers. This is then paired with functionality. Each traser watch is essentially functional, since every watch is assembled with the in-house manufactured self-activated illumination trigalight ®. 24/7. No matter where you are. No matter what you do. No matter when. #unlimited #illumination • traser watches are developed & produced under the same roof as where the global leader in self-illuminated technology produces it’s lights. This puts us always at the forefront of any innovation and one step ahead of any other self-illuminated watch brand. We lead. Others follow. #inventor #leadership #innovation #pioneeringspirit
The Self-Illumination Te c h n o l o g y t r i g a l i g h t ® • Glass pipes are heated up and then forged in the desired diameter. Smallest inner diameter: 0.1 mm, the diameter of a hair. • A coating is applied on the pipes. The coating can have any colour of the rainbow. But green is for our eye the most impactful colour. Therefore most the pipes are coated in green. • In a very delicate process, the pipes are filled with tritium-gas (chemical element H3) and sealed. • The pipes are then cut and sealed to the desired length by very sophisticated laser machines. • After that, every tube undergoes a strict quality control. • The finished lights are then ready for different applications. Like the safety or watch industry. • For more than 10 years the tubes will emit light at an almost constant brightness. 24/7 .Without any additional source of energy.
The Product USPs • The Original: from the inventor of the self-illumination technology • In-house manufactured self-illumination technology trigalight ® • 24/7 light reliability without external energy source • Products are tested according to MIL-G military specifications • Lights are wedged on the dial; shockproof • Luminous glass gasket with Super-LumiNova • Water-resistant up to 20 ATM/20 bar • Different lines with screw-down crown • Sapphire crystals with A/R • Developed and made in Switzerland under one/our roof
Premium Swiss Quality • Where most of the competitive watches undergo regular tests, like for instance water-resistance or accuracy, traser watches are exposed to a series of additional very tough tests. This to grant the durability and reliability in extreme situations. The 5 following tests are examples and only part of a whole test marathon, which traser watches have to pass: - Drop tests according to ISO1413 - Human perspiration resistance test according MIL-PRF-46374G - Salt water resistance test according to ISO 6425 - Traction test on straps according to ISO6425 - Water-resistance according to ISO22810
The Collection • The collection consists of about 50 basic references • The collection is clustered in two main groups: Tactical, Adventure and Active Lifestyle • All active models are grouped in 7 families. The 8th family is for Evergreens. • RRP starts under CHF 200.00 • Core range retail at RRP CHF 350.00 to just under RRP CHF 500.00 • Mainly Swiss quartz movements, rounded up by chrono and automatic versions
T h e Ta r g e t G r o u p s • The products have a masculine character. However the declinations are made in a way, to appeal to both sexes. Male are however predominant. • The brand has its roots in the tactical world. Therefore the tactical community is historically an important pillar of our success. • Staying true to our brand-DNA and history, we aim at three core target groups: - Tactical - Outdoor Adventure - Active Lifestyle
The Distribution • traser is active in more than 40 countries around the globe • traser watches are sold through traditional watch retail as well as outdoor and tactical retailers. • Our priority is to grow in the classical “Brick & Mortar” distribution. You need to see and experience the product, to understand the unique product advantage offered by the self-illumination technology. • Online-sales channels are obviously as well important, but only when supported by classical distribution.
The Opportunity • A brand with a clear positioning and product strategy • A brand which has a solid story to tell • A brand offering unique differentiators • A brand with an excellent price-value ratio • A brand which hears the markets and has the flexibility to act on specific market needs • A brand where you can interact with professionals, who wholehearted will go the extra-mile
BASELWORLD 2017 NOVELTIES & MARKETING TOOLS
P67 Officer Pro GunMetal
O f fi ce r P ro G un M e ta l O ra n g e
O ffic er Pro Gun M eta l Lim e
P67 Officer Pro GunMetal
O f fi ce r P ro G un M eta l B l a ck
O ffic er Pro Gun M eta l Bla c k / O ra n g e
O ffic er Pro Gun M eta l Bla c k / Lim e
P59 Aurora GMT
Auro ra G M T B l ue
Auro ra GM T Blue
P59 Aurora GMT
Auro ra G M T A n t hra ci te
Auro ra GM T A n thra c ite
P66 Elite Chrono Td s C h a m p i o n Limited Edition
Td S Cha mp i o n L i mi te d E d i ti o n
Each P66 Elite Chrono TdS Champion includes a hand signed limited edition certificate & an exclusive messenger bag
The Ads • P67 Officer Pro GunMetal Lime - English and German • P59 Aurora GMT Blue - English and German • P66 Elite Chrono TdS Champion - Limited Edition - German
The Product-PR • P67 Officer Pro GunMetal Lime - English, German, French • P59 Aurora GMT Blue - English, German, French • P66 Elite Chrono TdS Champion - German, French Available May 2017 • About traser - English, German, French
The Catalogues • Novelty Catalogue - English and German • Cross-Selection Catalogue - English and German Available Autumn ’17 • Trade Catalogue - English and German Available Autumn ’17
The POS Material • WINDOW DISPLAY S-SIZE Dimensions H 370 mm D 300 mm W 300 mm Showcases up to 10 traser watches - Available Autumn ‘17 • WINDOW DISPLAY M-SIZE Dimensions H 370 mm D 300 mm W 500 mm Showcases up to 20 traser watches - Available Autumn ‘17 • COUNTER DISPLAY S-SIZE Dimensions H 180 mm D 300 mm W 300 mm Showcases up to 10 traser watches - Available Autumn ‘17 • COUNTER DISPLAY M-SIZE Dimensions H 180 mm D 300 mm W 500 mm Showcases up to 20 traser watches - Available Autumn ‘17
The POS Material • NIGHT-VISION HIGHLIGHT ELEMENT Dimensions H 190 mm x D 150 mm X W 150 mm Available Autumn ‘17 • PRODUCT-INFO PLATES Dimensions H 20 mm x W 60 mm - English and German Available Autumn ‘17
The POS Material • SELF-ILLUMINATION TECHNOLOGY INFO PLATE Dimension H 150 mm x W 80 mm - English and German Available Autumn ‘17 • OFFICIAL AGENT PLATE Dimensions H 80 mm x W 80 mm - Available Autumn ’17
The POS Material • Poster P67 Officer Pro GunMetal Lime - Available on request • Poster P59 Aurora GMT Blue - Available on request • Poster P66 Elite Chrono TdS Champion - Available on request
The Product Environment • Watch Box - 120 mm x 120 mm x 90 mm • Warranty Card & Price Tag
The Product Environment • Microfibre Cleaning Cloth Dimensions XY mm x XY mm - Available Summer ‘17 • Microfibre Cleaning Pouch Dimensions XY mm x XY mm - Available Summer ‘17
THE FUTURE
We are ready for the jouney! Are you?