When old friends team up for a serious business, it will be more than just fun. Izham Fitri Ismail, The CEO of Tho Mem Group is now back to refresh Hijra Timepiece, appoints Azraai Hafiz Azmi as the new CEO.
When was the last time you saw the movement of a watch that rotates from the right to the left? Almost never, isn’t it? Seems that the clockwise movement for watches is too common then.
Hijra Timepiece was founded back in 2012 with the main objective to break the boring industry, focusing on creating the value to the market by promoting anticlockwise watch in Malaysia. If we were to turn back time, Hijra Timepiece is one of the pioneers in this niche. The brand manages to break the stigma from being just another watch company into millions of Ringgit company in just 2 years.
Izham sees a great opportunity and via Tho Mem Group, he decided to bring back Hijra Timepiece under his wing and revitalise the brand. His plan is to take advantage of Tho Mem Group award-winning strategy for Mem Watches for Hijra Timepiece. Mem Watches is having a presence in 14 countries ranging from Asia, Europe to the African continent. Mem Watches brand is recognised by SEBA (SME & Entrepreneurship Business Award) and SOBA (The Star Outstanding Business Award) to be among the vibrant in Malaysia. It is also a recipient of the SME Bank funding and a grant from the Government of Malaysia. Today, Mem is valued at USD10 million.
Hijra Timepiece offers silicon-based watches, which is also known as the modifying watches. And they are aiming at the youth segment for this. That being said, Hijra has already started to work on the production of the new designs to cater to this generation.
Recently, Hijra Timepiece appointed a marketing veteran, Azraai Hafiz Azmi to lead the brand forward as its Chief Executive Officer. Azraai carries more than 10 years of experience in integrated marketing, branding, creative design and corporate strategy with him. At Hijra Timepiece, his role is to bring back the glory of the brand through growth.
Azraai said, “Our first priority now is to get noticed ”
Hijra is targeting to be valued at US$4 million by the end of 2020, and looking at the market sentiment locally and globally, it is well on track.