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, said Pamela Tan, Edox senior brand manager in Singapore and Malaysia.

"The new direction we are heading into in 2015 and beyond is really a continuation of Edox's revolution since 2006," she said in an interview with The Business Times. Targeted at the "higher end of the mass segment", the brand's timepieces range from S$1,450 for a quartz to S$5,800 for a limited-edition automatic model.