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Submitted By Teine

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Words 380

Pages 2

Sheil Merrill

RES/341

August 16, 2011

Richard Harrell

Aquine is ready to take a greater share of the chronometer market. As you know the chronometer market is the highest priced watch market with chronometers being sold for more than five thousand dollars. It is Aquine’s goal to compete with the established chronometer manufacturers Zweiger, Scheobel, and Waechter. This was the primary reason why Chief Executive Officer Howard Gray hired experienced Swiss watch maker Jean Dubois to head the Mechanical Watches Division. We have an aggressive advertisement campaign with race car driver Kyrsten Nieman which recent surveys have shown is attracting customers. Aquine watches have consistently received high marks in four of the seven tests administered by the Swiss Official Chronometer Control. Aquine is ready to make several investments which will move it from the role of the “new comer” to the Chronometer market to an established competitor.

The Swiss Official Chronometer Control (SOCC) is the only agency which can give a watch the coveted “Chronometer” label. The SOCC rejected sixty seven percent (67%) of Aquine watches submitted for “Chronometer” certification. This figure is up from fifty four percent (54%) last year and up from thirty two percent (32%) in the first year Aquine first submitted watches for “Chronometer” certification. The three tests which Aquine watches are consistently failing at SOCC are the “Horizontal and Vertical Difference,” “Maximum Variation in Rates,” and “Mean Variation in Rates.” Aquine will upgrade or purchase three pieces of equipment; an upgrade for the “poising machine” to improve Aquine watches performance during Horizontal and Vertical Difference tests, upgrading the timing machine to improve performance on the timing variation tests, and purchasing a...

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