Timex Group India Limited has launched a web store dedicated to their brand Helix at helixwebstore.com.

Product offerings: The web store offers Helix watches, which can be sorted according to target audience (men, women), preferred style (canvas strap, leather strap, bracelet etc), and as per the price range. Apparently, there are plans for special offers as well, but at the time of writing this article, no offers were listed in that section.

One can also register on the site with either — Facebook connect or registering the old fashion way with an email address and password. Registered users can save multiple shipping address, track orders and add products to their wishlist. Users can also share their wishlist with their friends and family, however, only through entering their email ids. Sharing wishlist does not support the now popular way of sharing via social networking sites including Facebook and Twitter. The webstore offers to share individual products on Twitter, Facebook and email. Users can also review the product and rate it based on price, value and quality.

Shipping and Payment: The website claims to offer free shipping on all of its products. The shipping of the products is taken care by independently  operated by Net Distribution Services Private Limited , an India based company. The website supports major payment options including credit/debit card, and net banking payments. It does not support Cash on delivery (COD) that is popular with other eCommerce sites.

Advertising: Timex Group has chosen Hungama Digital Services Pvt. Ltd. as the agency of record (AoR) for the Helix and Timex Group. The agency will work on Timex’s digital platforms including the web and mobile and also manage social media for both the brands, media buying as well applications.

Our View 

It’s strange that Timex Group India has launched the store just for Helix and not for the its other brands. The launch of the web store in conjunction with its campaign for targeting students makes sense, but why is Timex limiting itself just to Helix? Why would anyone visit Helixwebstore.com instead an aggregator like Myntra.com which stocks more variety of watches, and more variety from Timex itself? Timex has a website, but one cant buy watches via that corporate site.

Also keep in mind that Helix’ web store does not offer Cash on Delivery OD which is now a very popular mode of payment in India and for students who usually tend to avoid dealing with the bank.