Sonata unveils new identity and product range targeting Zillennials

Sonata, India's leading watch brand from Titan Company Ltd, has launched a bold new identity and product range aimed at capturing the dynamic zillennial demographic. The reimagined brand embraces a modern design ethos to appeal to young professionals, particularly those in urban and suburban areas beginning their careers. With its sleek and contemporary look, the new Sonata aims to enhance brand excitement and resonate with today’s youth.

According to industry estimates, India has approximately 260 million zillennial consumers, earning between 3-4 lakhs per annum. This generation, bridging younger millennials and older Gen Z, is emerging as a key economic driver, challenging traditional norms and reshaping the future with their unique ambitions and values. They seek brands that understand their purpose and vision, and Sonata’s refreshed identity is crafted to meet these specific needs and preferences.

Prateek Gupta, Head of Brand, Sonata, expressed his enthusiasm about the brand's new direction, stating: "We are thrilled to introduce a newly reimagined Sonata that truly embodies the spirit of today’s young dreamers. Our goal is to provide young professionals with timepieces that enhance their personal style and symbolize their journey and accomplishments. We recognize the value they place on quality and style, and our new designs reflect this blend, offering sophisticated style without compromising on accessibility. By aligning with the aspirations and lifestyles of this dynamic demographic, Sonata continues to stand as a partner in their progress, celebrating every milestone and achievement along their journey."

The new Sonata collection features 42 modern styles starting at ₹1725, showcasing vibrant colors and contemporary design language. With refined details and sophisticated dials, the collection allows young professionals to express their style across various settings, from boardrooms to weekend adventures. Sonata's refreshed visual identity will be prominently displayed on billboards and digital platforms across markets.

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