3. 3
THE BRAND
The Gant is a premium lifestyle brand that combines American casual with European elegance. Dating
back to its creation in 1949, the brand has stayed true to its authentic American East Coast heritage
and with the added inuence from Europe over the years, Gant has become a truly global brand.
Gant’s history began when Bernard Gant started making shirts in New Haven, USA. He quickly
turned his passion for quality and design into the business of making casual sportswear, a style he had
seen a need for and believed in. The idea was born for what was to become the signature Gant shirt:
roomy, with pleats in the back and a new invention, the locker loop sewn in at the top of the back. His sons, Marty and Elliot, later joined the company and retained their father’s dedication to garment
craftsmanship and attention to detail. To this day, Bernard Gant is still the inspiration behind Gant’s
core brand values: Integrity, Renement, Character, Understanding, and Optimism.
In 1999, Swedish-based Gant AB (at the time named Pyramid Sportswear) acquired the Gant
brand from Phillips-Van Heusen. Prior to the acquisition, Pyramid Sportswear had played a major
role in the development of the Gant brand. By 1980, Pyramid Sportswear had already been given the
right to design and market Gant globally, excluding the U.S. market.
Finally in 1999, when Gant USA was acquired, the new owners were able to expand their brand
under their own vision; turning Gant into a global brand. The Gant brand has now been established in
74 countries, with more than 238 Gant Stores and a large number of selected premium retailers. With
sales exceeding 700 million Euros during 2006, Gant offers the full range of clothing for men, women, boys and babies. Licenses for home, time, fragrance, footwear and eyewear can also be found under
the Gant brand name.
In 2006, Gant became a public company listed on the Stockholm Stock Exchange. Gant’s head ofce is located by the sea, just outside Stockholm, were the Swedish archipelago begins. This is where future Gant apparel collections are developed and close cooperation is established with the licensed products.
4. 4
GANT HISTORY
1914 Bernard Gantmacher arrived from Ukraine to New York City determined to make a
better future for himself. While studying to become a pharmacist he worked night
shifts in the garment district of the Lower East Side where he soon proved to be a
master at the sewing machine. There he met his future wife, Rose, who was working
as a button and buttonhole specialist.
1949 Founded in New Haven, USA, as a shirt brand by Bernard Gant. Gant became the rst designer label in USA.
1960s Gant was the second largest shirt manufacturer in the world.
1980s A Swedish company received the license for the European and other markets.
Since 1980s The Swedish company has, with its own design, production, and sales marketing, successfully established and positioned Gant as a premium lifestyle brand outside
the USA.
1999 The Swedish company bought the Gant brand from American owner, PVH. LV-Capital, a subsidiary of LVMH, became co-owner of the new global company
- Gant AB.
2006 Gant’s women’s collection was successfully launched. Gant AB was oated on the Stockholm Stock Exchange and global sales exceeded 700 million Euros during
2006!
Today Gant is available in more than 74 countries and sold through 238+ Gant stores and a select group of premium retailers around the world. Every year, approx. 30-40 new Gant stores are opened. The collection currently comprises men, women, boys, girls and home collections
together with the licensed products of: time, fragrance, eyewear and footwear.
5. 5
GANT STYLE
• Premium American sportswear
• Classic look with a modern touch
• Refined, but accessible
• Understated relaxed elegance
• Well dressed for all occasions
• A true lifestyle brand
• High quality with attention to detail
Capitalize on Trends, stay Classic
THE GANT CUSTOMER
• Men and Women with a 30-something attitude
• Youthful with self-confidence
• Well-educated, high income
• Cultivated and cosmopolitan
• Love travelling, but more a traveller than a tourist
• Well-dressed, without being driven by short trends
A person at peace with themselves
6. 6
BRAND VALUES
There are 5 brand values that express the soul of Gant. These brand values are:
• Integrity People trust us because we are trustworthy
• Refinement The quality is in the detail
• Character Dare to believe in yourself
• Understanding We are in tune with the way you feel
• Optimism If you can dream it, you can do it
American Casual combined with European Elegance
8. 8
PRODUCTION RANGE SPECIFICATIONS
• Design teams in Sweden, Denmark, France and Hong Kong are responsible for product
development, while manufacturing takes place in the Far East.
• Gant primarily uses Miyota Movements made by the Citizen Watch Company and considered
amongst the best and most stable in the world.
• All watchcases are made from the finest stainless steel 316L (Nickel free).
• Watches are mostly fitted with an super hardened scratch resistant mineral crystal
• All straps are genuine hand-sewn Italian leather and bracelets are solid stainless steel
• Special engraved back case (with ID NO. for instruction manuals) and “G” embossed on crowns
THE COLLECTION CONSISTS OF DIFFERENT EXECUTIONS OF EACH INDIVIDUALLY NAMED
MODEL, HERE ARE JUST A FEW
PARK HILL II
W10841 W10842 W10843
$230 $230 $230
BELMONT
W10132 W10135
$295 $340
ASHTON
W10851 W10855 W10854
$365 $365 $365
KINGSTOWN
W10751 W10752 W10753
$230 $230 $260
ASTORIA
W10151 W10152
$295 $295
OCEAN GROVE
W10611 W10614
$380 $365
COVINGSTON
W10701 W10702 W10704
$195 $195 $250
DUXBURY II
W10721 W10722 W10723
$230 $230 $230
BEDSTONE
W10651
$350 $380 $350
W10656 W10652
LYNBROOKE
W10714 W10712
$220 $250
SEA GATE LADY
W10431 W10432
$380 $380
9. 9
GIFT BOX
Each Gant Timepiece comes with a Gift Box. This plays
an important part in the overall purchase and its design
reects the feeling lifestyle of Gant. This Gift Box is also
recyclable. The lid of box is specially designed to hold the
warranty certicate, which must accompany every Gant
Timepiece purchased.
Limited Edition watches are delivered with unique gift
boxes designed and developed specically for them.
DISPLAY MATERIAL
As a global brand, it is imperative that Gant merchandise is displayed in a consistent manner using the same
methodology regardless of the country. This makes it easy to nd by those who identify with the brand. For this
reason, Gant products must be displayed together using only ofcial Gant display material. To help, Gant has
developed a wide selection of display material to choose from along with advice on how to use them.
WINDOW/ IN COUNTER DISPLAY
The Gant window display is matt white in colour with the Gant logo in raised steel. Designed to allow
maximum exibility, it can be used in a window or for an in-counter display. It is adjustable in height
and width and when fully extended will accommodate up to 35 watches.
The visual image on the backboard is replaced a number of times a year and new material
delivered in advance. This usually coincides with the release of new models or a new marketing
activity.
FLOOR UNIT
Our oor unit holds approximately 45 watches. The unit is completely free standing and comes in the
same white colour as the other displays. Lighting is provided and the unit has a lockable door.
WATCH CUBES
Gant’s classic watch cube comes in four different sizes; Low, Mid and High. The cubes are made of
same material as our entire display programme, with the Gant logo in silver. The cubes come with
both vertical and horizontal C-clips.
FLAGPOLES
With the Gant logo on the base, a range of ags are a novel approach to brand communication and
provide a tool for boosting sales. New Arrivals, Father’s Day and Mother’s day are some key messages
printed on the ags. * The agpole is 262 mm high and 50 wide/deep.
10. 10
AUTHORISED DEALER SIGNS
Gant’s classic watch cube comes in four different sizes; Low, Mid and High. The cubes are made of
same material as our entire display programme, with the Gant logo in silver. The cubes come with
both vertical and horizontal C-clips.
SPECIAL NEEDS
If, for any reason, you need display material to t specic dimensions or an unusual space, please
discuss this with your local sales executive together with measurements so we can explore possible
solutions.
HOW TO DISPLAY WATCHES
The way you merchandise and display retail products, directly inuences their sales. On the following page is an
example of an ideal Gant Time display that considers consumer-buying behaviour. The principles listed below were used to create the display shown, and are the ones you should follow. They
apply regardless of the range of Gant watches you have in-store.
1. All watches and displays should be free from dust, be clean, well-organised and clearly priced. 2. Ensure all watches are ngerprint-free!
3. Tuck swing tags neatly into the c-clips so they do not detract from the overall appearance of the display
4. Remove any plastic protection on the watches to be displayed
5. Organise watches in a logical and appealing manner in groups of 2-3 sku´s.
6. Group watches by theme/model (featuring 2-4 SKUs from the same model) or by colour (such as black, white, or bright colours).
7. A little space between the various families enables consumers to see the range clearly but avoid presenting a
display that looks empty. 8. Avoid lining watches up like a row of soldiers, instead you should angle them in such a way that they catch
the available light.
9. Show a variety of colours and materials to attract consumer attention. This also helps Gant to be seen as
more fashionable than the basic watch brands. 10. Use the cubes/c-clips that are available in 4 different heights and mix vertical horizontal C-Clips to
display watches neatly and in eye catching formations. The more interesting the display, the more product
that’s likely to be sold
11. Check all watches can be easily seen from a customer’s point of view
12. Change the layout of watches on display frequently to keep it looking fresh and ensure stock rotation. 13. After presenting a watch to a potential buyer, make sure you polish the watch before you put it back in the
display. This not only keeps ngerprints at bay, it also communicates to the potential buyer that Gant Time
is a high quality product!
14. It’s very important to rell the display as soon as 1 watch has been sold – a full display with all colours will
sell and is the concept to display
11. 11
Vertical watch hangers to be
positioned towards the back of
the display
Ensure models of the same
family are clustered together
Feature models can be positioned
on the centre podium to attract
attention
Always arrange watches in
pyramid shape displays, it
helps the eye travel around the
display
POS MATERIAL
Gant Time offers a wide range of POS material that is under constant development and it is important to use
the appropriate and correct Gant Time POS material at all times. To help you keep up to date, a special BRAND
ACTIVATION ENVELOPE (like the one shown below) is sent to every store in advance of a new model release
or marketing activity. Inside you will nd a Brand Activation Pack that contains all the information you need to know along with
new POS material and instruction on what to do.
Brand Activation Envelope The Brand Activation Pack
12. 12
CONSUMER CATALOGUES
Twice a year we launch a new consumer catalogue: February and September. The catalogues are designed in true Gant style and come in the same size as the Gant Apparel catalogue and are a very important tool for consumer sales.
COMMUNICATION DIGITAL IMAGES
All communication about Gant Time must be with approved material that includes all graphics and images as
well as text.
GENERAL CARE INSTRUCTIONS
A watch is a sensitive instrument with several small parts that are easily damaged if the watch is
dropped or if it ‘collides’ with a hard/solid surface. Exposure to extreme hot or cold temperatures, perspiration and chemical can also damage a watch
2 YEAR INTERNATIONAL LIMITED WARRANTY
An international limited warranty is provided with every Gant Timepiece sold by an authorised
retailer, and is the accepted proof of purchase. A signed and stamped warranty and/or receipt is
required with every warranty claim or the cost of repair will be charged.
WARRANTY 2 YEARS FROM DATE OF PURCHASE
COVERED Defects caused by faulty material or
workmanship
NOT COVERED
The crystal (glass)
The strap or bracelet
Alterations made to the case
General wear and tear
NOT COVERED Evidence of Misuse, Careless or Neglectful
Treatment or Accidental Damage
VOIDS WARRANTY Watch opened by someone other than a
watchmaker authorised by Gant
GOODWILL GUARANTEE6 MONTHS FROM DATE OF PURCHASE
COVERED The entire watch is covered subject to assessment
and authorisation by the Store Manager
NOT COVERED Evidence of Misuse, Careless or Neglectful
Treatment or Accidental Damage
PROCEDURE
The Store Manager must sign the repair docket
and write G6 beside their signature before
sending the watch and warranty card to BYMR.
13. 13
4 STEPS FOR FAST TURNAROUND OF REPAIRS
1. Include original warranty card
2. Complete the repair docket in full
3. Provide the watch model reference number and specic details of the problem
4. Do not return watches with gift boxes. Pack the watch in bubble wrap or something similar to prevent
damage in transit.
Send your repair to:
BYMR
PO Box 81
Artarmon NSW 2064
If you have any questions or problems call the
BYMR SERVICE HOTLINE on 1300 458 880
WATER RESISTANCE
The water resistance of Gant watches ranges from 3ATM to 20 ATM and is clearly marked on the case back.
If the customer intends to dive, they require a professional diver’s watch that has ISO approval.
BATTERY GUARANTEE 12 MONTHS FROM DATE OF PURCHASE
COVERED Battery will be replaced by a watch technician if
the watch stops
PROCEDURE
The Store Manager must sign the repair docket
and write B12 beside their signature before
sending the watch and warranty card to BYMR.
GANT WATER RESISTANCE GUIDE
WATER
RESISTANCE
3 ATM
30 METER
5 ATM
50 METER
10 ATM
100 METER
20 ATM
200 METER
100 ATM
1000 METER
Splash of Rain
Shower or water tap ×
Swimming Water
Sports × ×
Scuba Diving × × ×
Saturation diving × × × ×
14. 14
Without proper care and attention, water resistant watches can leak:
Lock into the proper position and do not attempt to use or adjust it while in contact with water
• Do not expose the watch to rapid temperature changes
• Have the watch regularly serviced and pressure tested each time the case is opened
• Never operate chronograph functions while in contact with water
Avoid wet/damp environments if the watch is tted with a leather strap as water and perspiration will
hasten the deterioration of leather.
5 EASY TO DO TIPS THAT WILL HELP INCREASE SALES
1. Make sure the position of the TIME display is in prime position where customer can come close.
2. Encourage and let customers try the watches on their
3. Keep the display and watches clean and tidy.
4. Make sure you re-order and re-ll as soon as watches have been sold – bestsellers always sell rst…and a
full display sells more.
5. Make sure to have buffer stock of the best-selling models so the display can be instantly relled.
BRADLEY
Designed and developed together with Gant
chief designer Bob Andrews, the Bradley
Collection features sporty and preppy colour
combinations that match the Gant SS12
apparel collection.
These are right on trend and of genuine
watch quality (not plastic).
• All colour variations and models visible
in the Gant magazine SS12.
• An affordable price
W70271
$230
W70272
$230
W70273
$230
W70274
$230
W70275
$230
Watches will be delivered with a special
‘Roll Display‘
15. Jarass Pty Ltd t/a BYMR
PO Box 81 Artarmon
NSW 2064 Australia
T +61 2 9436 2929
F +61 2 9436 2848
info@bymr.com.au
www.bymr.com.au
