A FEW PAGES FROM KELTON'S HISTORY
"You change, change your Kelton." Some of you know the notes of this melody by heart (F#, A, F#, B, F#, A, B, F#, for music lovers). The brand that revolutionized the watch market in the 70s is still firmly rooted in our collective memory. It was the first to offer (very) affordable prices in the history of European watchmaking, and its meteoric success made it the quintessential French brand.
How did the brand establish itself in France? Who was its creator?
Kelton watches have 70 years of history to tell.
Kelton's Early Days (1955 - 1962)
THE ENCOUNTER
Kelton is the result of the encounter between American giant TIMEX and Stéphane Boullier. In the 1950s, Stéphane Boullier headed VIXA, a prestigious watch brand that equipped French air force pilots.
Taking advantage of one of his business trips to the United States, Stéphane Boullier met with TIMEX managers and proposed to develop a market in Europe similar to the one established on the American continent, which was already distinguished from its competitors by affordable prices.
TIMEX accepted on the express condition that this venture would come into being as a true and new French brand. And it was by mentioning the name of "the Elton" hotel where he stayed that Boullier found the name for his future brand. It was 1955, and Kelton was born.
ESTABLISHMENT
TIMEX, an American company, decided to invest in the French market and established a first Kelton watch assembly workshop at 14 rue des Villas in Besançon. During the first years, the workshop's activity was limited to assembling watches with parts mainly manufactured in Scotland in TIMEX factories. Demand quickly increased, and Kelton expanded accordingly, with three new premises set up in Besançon.
Kelton distinguished itself from the competition by deploying in unusual sales points. Until then, watches were sold in jewelry stores. But Kelton watch prices were so attractive that jewelers refused to sell them.
A conjunction, an alignment of planets; Kelton's management hired the former sales director of BIC. He leveraged his distribution channels, and thus Kelton watches were sold in tobacco shops, newsagents, and stationery stores. The public found watches in new places, and success was confirmed.
Kelton's Golden Years (1962 - 1975)
FIGURES
In 1962, TIMEX decided to accelerate production by establishing the first Kelton factory in Besançon. Annual sales reached 136,000 watches. In just a few years, between 1962 and 1970, seven buildings were constructed to meet production needs, with nearly 4 million watches sold in 1972. The brand became a major employer, and by 1970, 3,000 people were working for the company located on Boulevard Kennedy.
COMMUNICATION
Kelton watches were so successful that TIMEX decided to launch a communication campaign for the French brand.
With its sung slogan, Kelton's advertising became a national saga. Children and adults told each other about the latest Kelton TV ad, everyone humming "vous vous changez, changez de Kelton" (you change, change your Kelton) to the famous notes (F#, A, F#, B F#, A, B, F#).
In 1969, Sylvie Vartan, who embodied the ideal French girl, collaborated with Kelton on a capsule collection. On April 29 of the same year, accompanied by an armada of photographers, cameramen, and journalists, the singer arrived – by helicopter – in Besançon, and sang her hit "J'ai caché le soleil" in front of the 3,000 employees of the Kelton factory. Her visit would remain etched in memories and hearts; each guest was given a watch and a signed 45 rpm record. The event was a complete success for both Kelton and the singer, and initiated a series of fruitful collaborations.
In 1975, it was the turn of the very young and talented Brazilian F1 driver Emerson Fittipaldi to become the brand's ambassador, highlighting a collection focused on motor racing. The success of the young champion, 29 years old that year, rubbed off on Kelton and gave it a new, sportier image; Kelton watches became solid objects, capable of withstanding extreme stresses. Once again, it was the visit of the young world champion of motor racing to the Besançon factory that drew media attention to the now famous French brand.
QUARTZ
In 1969, the Japanese brand Seiko invented the first quartz watch movements. This new technology would mark a turning point in the history of global watchmaking, particularly for Kelton and other French brands, as they faced Asian competition that would soon dominate the global market for affordable watches.
The Brand's Return (1955 - Present)
THE RENAISSANCE
In 2016, Kelton made its big comeback to the French market. The AsConseil group, which acquired the brand, intends to revive its glorious history, and the new collections feature a style that combines modernity with a chic, slightly vintage spirit. While the production of the watch components has moved to a different continent, the watches are still assembled in France.
The first collaboration marking this new era took shape with the French national football team, following their World Cup victory in 2018. Four watches bearing the two stars of victory were released. This collaboration with the FFF relaunched the brand's adventure in one of its historical domains: sport!
Like all living things, brands evolve. In 2021, Kelton was given a new logo, a new website, and new collections.
New adventures, eco-responsibility, history and heritage – everything is yet to be written!
With you!
