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COLIBRI SET TO UPDATE SETH THOMAS BRAND.

PROVIDENCE, R.I.-Seth Thomas, one of the oldest clock names in the country, is getting a fresh new look as it nears its 200th anniversary.

The Colibri Group has spent almost three years fine-tuning the Seth Thomas clock business since it acquired the brand, inventory and intellectual property from the now-defunct General Time in August 2001. After absorbing the inventory and eliminating items that didn't fit into the assortment, the company is focused on rebuilding the Seth Thomas brand.

Colibri, which already had the Linden brand as its premier line, decided to reposition Linden as a more promotional business and make Seth Thomas the flagship brand for higher-end retailers, from independent stores to department stores to specialty stores. The goal is to maintain Seth Thomas' traditional brand while adding updated styles to appeal to a broader audience.

"We are trying to preserve the heritage, as well as adding a little bit of Colibri to it with cutting-edge products," said Paula Beaudoin, vice president of marketing for the clock division of Colibri. "We're not trying to turn into a tech company, but we're trying to offer something to the innovator consumers as well as the traditional customers."

The company is unveiling several clocks to try to reach both ends of the consumer spectrum. The Carbon clocks mix carbon fiber and metal for a sleek design. "It's much more modern than anything Seth Thomas would have done in the past," Beaudoin said. There are five new items in this collection, including three wall clocks, a travel clock and a desk clock. They retail from $34.95 to $54.95.

The Flat Screen collection is what Beaudoin called "the world's thinnest wall clock." The movement is the thickness of a credit card and the entire clock measures just one-half inch. The clock is available in silver, black and white.

The company also will introduce a line of clocks called AUTOSET that automatically adjust the time for daylight-saving time and standard time. The clock uses AA batteries and one replaceable lithium battery that should last about eight years. The collection includes wall, table and mantle clocks, and retails from $19.95 to $99.95.

Seth Thomas is unveiling a line of musical clocks called Music With Motion. There are three themes -- a baseball game, circus and ballet -- that incorporate music with three-dimensional action on the clock. They retail for $375 each.

Colibri is the licensee for Movado clocks. The company is introducing a line of technologically advanced clocks, including light-activated, solar and a clock specifically designed for the home office that has a large display for caller ID.
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Author:Bernard, Sharyn
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Geographic Code:1USA
Date:Apr 26, 2004
Words:435
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