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Sensing that the market was in need of a quality quartz watch brand that could cater to the mass market, Chronovski proceeded to launch sub $ 100–200 crystal encrusted watches. "In an attempt to make time-reading exciting again, Chronovski watches often came with flashy and glittery designs.
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was formed in
Singapore in 2003 to create a class of affordable crystal watches. Chronovski was positioned as a name synonymous with exquisite affordably priced timepieces, manufactured under the highest standards of quality and design.
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In the years 2004 to 2010, Chronovski managed to distribute half a million pieces of watches and ride on the bling culture. Norway was the largest market, followed by USA, Sweden, Denmark, UK and
Australia.
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In 2012, the legacy of watch-making came to an end for the company when
Chronovski diversified into a digital lifestyle fashion brand.
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trend. What was seen as opulent excesses of Wall Street was frowned upon and the fashion trend shifted away from bling culture.
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The rightist/conservative movement towards bling culture where consumers styled themselves like monarchs decked in diamonds.
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and its replacement of watches as time-keeping devices hit
Chronovski badly in the early 2010s.
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At that time, the watch market was dominated by bling culture, facilitated by 3 trends.
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A mass market movement to diamond watches as a way to portray affluence.
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