The watch and jewellery business Mywa has signed a licensing partnership with the sports’ brand Puma for its collection of watches. This replaces Puma’s contract with its previous partner, the Hong Kong based EganaGoldpfeil, which had expired.

Puma

Mywa, a Swiss private equity firm, will therefore take over the manufacture and distribution of Puma watches. These will continue to be sold in Puma shops but will also be available in multilabel points of sale.

Since the launch of the label, the success of the time-keeping segment hasn’t been wild; for men and women, the number of types of watches will now be increasing each season. With one foot in the world of sport and the other in fashion, Puma holds other licences elsewhere which help to diversify its product offerings: lingerie, socks, toiletries, sunglasses and spectacles to name the most important.

In 2008, accessories made up 7.6% of the brand’s turnover, which increased to €561.3 million last year.

By Jonathan Fulwell (Source: Céline Vautard)