Botched Ntegrator to Watches.com name change is just the tip of the iceberg in its remaking journey

THE decision by Catalist-listed Watches.com to revert to its former name of Ntegrator barely a year after it switched things up should serve as a reminder of why companies should take their time rebooting.

In May last year, Ntegrator International – a communications network specialist and systems integrator – started calling itself Watches.com after it received the nod from shareholders for a name change and a diversification agenda.

According to the company, the new name would better reflect its new business direction and enhance its branding as it moved into the omnichannel retailing of watches.