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Edox gears up, expands reach of sports range

Swiss watchmaker Edox is banking on the higher end of the mass segment

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TIMELY MOVE Earlier this month, Edox brand ambassador Christian Redl completed his US$80,000 free-diving mission in the North Pole, timed by the Edox Hydro-Sub North Pole limited edition timepiece.

EDOX'S recent marketing strategy could be a timely move for the Swiss watchmaker in driving brand awareness of its performance sports watches.

Due to shifting consumer tastes and demand, the Swiss watchmaker is intensifying its efforts to promote its precision performance sports watches,