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Watchmaking is on a roll, as shown by the latest results of the major luxury brands, the strong trend in Swiss watch exports and the explosion in second-hand sales. But to take full advantage of this craze, it is still necessary to have a better understanding of the market and the interests of consumers.
The Belgian technology company Soprism, which claims to have “created the most powerful digital audience profiling tool on the market”, thus screened 12 major names in the luxury watchmaking industry : Cartier, IWC. Schaffhaussen, Blancpain, Omega, Tag Heuer, Rolex, Longines, Patek Philippe, Audemars Piguet, Vacheron Constantin, Breitling and Jaeger LeCoultre. Soprism, a pioneer in the generation of audience and consumer insights from Meta group data (Facebook, Instagram, Messenger, WhatsApp…), thus delivers in an interesting study their socio-demographic and psychographic particularities.
Winning trios
This is how we learn that the most popular brands in one region of the world are not necessarily popular elsewhere. In Europe, the winning trio is Patek Philippe, Longines and Vacheron Constantin, while in Asia it is IWC, Blancpain and Rolex. In North America, Cartier, Longines and Audemars Piguet are the winners, while in Africa, it is Omega, Rolex and Cartier. In Central America, Omega, Cartier and Rolex share the top three spots, a trio that is found in South America, but in a different order : Cartier, Rolex and Omega. Finally, in Oceania and the Caribbean, it is Cartier, Blancpain and Vacheron that are the dreamers…
Another valuable lesson from social networks: the themes that will most inspire fans of a particular house. “Business” and “art museums” are unanimously supported, as are “smart watches” (except for Rolex). Fans of Cartier, Iwc and Blancpain are more sensitive to “innovation”, those of Cartier, Rolex, Blancpain, Omega, Iwc and Breitling to “jewellery”, “beaches” or “travel” (except for Breitling for this last theme). On the other hand, fans of all these luxury brands show little interest in information related to NGOs (non-governmental organisations)…
Favorite sports
Luxury brand consumers’ attractions to particular sports are also not aligned, although many are almost unanimous. Horse riding, winter sports in general and skiing in particular, golf and tennis all appeal to them, whatever their favourite brand. This is also the case for Formula 1, sailing, rugby and the Olympic Games, with the notable exception of Cartier fans. Hockey is also ecumenical except for the pro-Cartier, Iwc and Rolex fans. Swimming unites the clans of 9 houses, but not those of Audemars Piguet, Longines and Jaeger Lecoultre. Football is also more divisive, appealing to some, but much less to fans of Iwc, Blancpain, Patek Philippe, Rolex and Longines. Finally, whatever their favourite brand, all are gradually becoming interested in video games.
Ambassadors
Finally, the study of social networks is also a mine for the Houses to choose their ambassadors.
Sportsmen and women are ideal ambassadors, with a marked interest among luxury watch lovers. Roger Federer, Tiger Woods, Lewis Hamilton and Max Verstappen are all closely followed by everyone (and not only by Rolex, Iwc and Tag Heuer, which have made them their ambassadors). Except for the Cartier fans. Also very prominent, the young disc jockey Martin Garrix, Mr. Tag Heuer, also shunned by the Pro-Cartier.
Contrary to what one might have intuitively thought, luxury watch enthusiasts have very little interest in Georges Clooney, even though he is an Omega ambassador, and a little more, but not overwhelmingly, in Leonardo di Caprio, even though he has recently been seen wearing Tag Heuer, Patek Philippe or Rolex watches on his wrist. Still among actors, Daniel Craig, aka James Bond, Mr. Omega, is more popular with all.
The famous female actresses, Nicole Kidman and Charlize Theron (with a small advantage for the latter) have average powers of attraction on social networks among lovers of beautiful watches, with however a more marked interest from…Pro-Cartier. A clan that is definitely in a class of its own !
Read also > MORGAN STANLEY : WHICH ARE THE LEADING BRANDS IN THE SWISS WATCH INDUSTRY ?
Featured photos : © Patek Philippe[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Watchmaking is on a roll, as shown by the latest results of the major luxury brands, the strong trend in Swiss watch exports and the explosion in second-hand sales. But to take full advantage of this craze, it is still necessary to have a better understanding of the market and the interests of consumers.
The Belgian technology company Soprism, which claims to have “created the most powerful digital audience profiling tool on the market”, thus screened 12 major names in the luxury watchmaking industry : Cartier, IWC. Schaffhaussen, Blancpain, Omega, Tag Heuer, Rolex, Longines, Patek Philippe, Audemars Piguet, Vacheron Constantin, Breitling and Jaeger LeCoultre. Soprism, a pioneer in the generation of audience and consumer insights from Meta group data (Facebook, Instagram, Messenger, WhatsApp…), thus delivers in an interesting study their socio-demographic and psychographic particularities.
Winning trios
This is how we learn that the most popular brands in one region of the world are not necessarily popular elsewhere. In Europe, the winning trio is Patek Philippe, Longines and Vacheron Constantin, while in Asia it is IWC, Blancpain and Rolex. In North America, Cartier, Longines and Audemars Piguet are the winners, while in Africa, it is Omega, Rolex and Cartier. In Central America, Omega, Cartier and Rolex share the top three spots, a trio that is found in South America, but in a different order : Cartier, Rolex and Omega. Finally, in Oceania and the Caribbean, it is Cartier, Blancpain and Vacheron that are the dreamers…
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Watchmaking is on a roll, as shown by the latest results of the major luxury brands, the strong trend in Swiss watch exports and the explosion in second-hand sales. But to take full advantage of this craze, it is still necessary to have a better understanding of the market and the interests of consumers.
The Belgian technology company Soprism, which claims to have “created the most powerful digital audience profiling tool on the market”, thus screened 12 major names in the luxury watchmaking industry : Cartier, IWC. Schaffhaussen, Blancpain, Omega, Tag Heuer, Rolex, Longines, Patek Philippe, Audemars Piguet, Vacheron Constantin, Breitling and Jaeger LeCoultre. Soprism, a pioneer in the generation of audience and consumer insights from Meta group data (Facebook, Instagram, Messenger, WhatsApp…), thus delivers in an interesting study their socio-demographic and psychographic particularities.
Winning trios
This is how we learn that the most popular brands in one region of the world are not necessarily popular elsewhere. In Europe, the winning trio is Patek Philippe, Longines and Vacheron Constantin, while in Asia it is IWC, Blancpain and Rolex. In North America, Cartier, Longines and Audemars Piguet are the winners, while in Africa, it is Omega, Rolex and Cartier. In Central America, Omega, Cartier and Rolex share the top three spots, a trio that is found in South America, but in a different order : Cartier, Rolex and Omega. Finally, in Oceania and the Caribbean, it is Cartier, Blancpain and Vacheron that are the dreamers…
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