SIHH 2010: The Haute Horlogerie under the WorldWatchReport’s magnifying glass


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The 6th edition of this market study published by IC-Agency, a company specializing in Luxury Digital Marketing in partnership with Europa Star with the support of the Fondation de la Haute Horlogerie, deciphers queries entered into search engines throughout the Internet from millions of prospects for 25 luxury watch brands. The survey covers 10 key markets, including – for the first time - BRIC markets Brazil, Russia, India and China as well as the top export markets United States, Japan, the United Kingdom, Italy, France and Germany.

This presentation highlights the main trends highlighted by the study and first uncovered for the Salon International de Haute Horlogerie SIHH 2010.

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SIHH 2010: The Haute Horlogerie under the WorldWatchReport’s magnifying glass

  1. 1. © IC-Agency, 2010. All rights reserved Media Kit for SIHH 2010
  2. 2. A Market Study Like No Other © IC-Agency, 2010. All rights reserved The WorldWatchReport (WWR) provides the luxury watch industry with exclusive analysis regarding their brands and models. The WWR is based on over 500 million search queries entered into search engines. Ex: Once collected, this data is analyzed and translated into intentions (ex: brands, models, replicas, etc.) with the help of exclusive IC-Agency technology.
  3. 3. WorldWatchReport ‘10 in a Nutshell © IC-Agency, 2010. All rights reserved <ul><li>Focused on 10 top luxury watch industry markets : </li></ul><ul><li>Analyzes 25 luxury watch brands , sorted in 4 categories (same scope as 2009): </li></ul><ul><ul><li>Haute Horlogerie: </li></ul></ul><ul><li>Audemars Piguet, Blancpain, Breguet, Girard-Perregaux, IWC, Jaeger-LeCoultre, </li></ul><ul><li>Patek Philippe, Vacheron Constantin, Franck Muller, Zenith </li></ul><ul><ul><li>Women’s / Jewelry: </li></ul></ul><ul><ul><li>Bulgari, Cartier, Chopard, Piaget </li></ul></ul><ul><ul><li>Prestige: </li></ul></ul><ul><ul><li>Breitling, Hublot, Omega, Rolex, Tag Heuer </li></ul></ul><ul><ul><li>High Range: </li></ul></ul><ul><ul><li>Baume & Mercier, Ebel, Longines, Montblanc, Raymond Weil, Rado </li></ul></ul>NEW markets 2010
  4. 4. <ul><li>Global demand for the 10 “Haute Horlogerie” brands increased by 14%: </li></ul><ul><li>Best performing brands are Blancpain (+115%), Jaeger-LeCoultre (+114%) and Audemars Piguet (+81%), while Zenith is slowing down with a 51% decrease in web searches. </li></ul><ul><li>The most in-demand “Haute Horlogerie” models in 2009: </li></ul><ul><li>Jaeger-LeCoultre “Reverso” (8.2%), Audemars Piguet “Royal Oak” (7.1%) and IWC “Portuguese” (6.3%). </li></ul><ul><li>Facebook becomes a key platform for watch brands, gathering more than 300’000 watch enthusiasts: </li></ul><ul><li>Average of 440% increase of new Fans for all 25 watch brands over one year. </li></ul><ul><li>Hublot is the #1 brand on Facebook with +55’000 Fans, followed by Cartier (44’500 Fans) and TAG Heuer (36’600 Fans). </li></ul><ul><li>BRIC Markets already account for more than 12% of the global demand: </li></ul><ul><li>China is the leading BRIC market (38% of searches), followed by Brazil (28%), Russia (20%) and India (14%). </li></ul>© IC-Agency, 2010. All rights reserved Key highlights
  5. 5. © IC-Agency, 2010. All rights reserved <ul><li>US is still the n°1 market, except for Franck-Muller for which it is UK </li></ul><ul><li>Germany, the biggest market in Europe in terms of Internet users, shows a strong interest for “Haute Horlogerie” brands, especially for Jaeger-LeCoultre, Audemars Piguet and IWC, with respectively 32.4%, 28% and 25.1% of market share. </li></ul>
  6. 6. © IC-Agency, 2010. All rights reserved <ul><li>Italy remains the 1 st market for Bulgari searches, but US increases from 10 to 25% </li></ul><ul><li>US still has the highest share of search volumes for the other three brands, but the gap with China is closing regarding Piaget. </li></ul>
  7. 7. © IC-Agency, 2010. All rights reserved <ul><li>Jaeger-LeCoultre, Audemars Piguet and IWC still gain the Top 3 ranking </li></ul><ul><li>Blancpain “Flyback”, Zenith “El Primero” as well as IWC “Pilot” and “Spitfire” now enter the Top most searched models </li></ul>
  8. 8. © IC-Agency, 2010. All rights reserved <ul><li>More than 300’000 people are Fans of prestigious watch brands, an increase of 440% over the number of watch enthusiasts registered last year </li></ul><ul><li>Hublot explodes from 1’615 to more that 56’300 over one year </li></ul><ul><li>12 out of the 25 brands officially manage their own Fan Page (Baume & Mercier, Breguet, Bulgari, Ebel, Girard-Perregaux, Longines, Montblanc, Omega, Piaget, Rado, Raymond Weil and TAG Heuer), while only one a year ago (TAG Heuer) </li></ul>
  9. 9. © IC-Agency, 2010. All rights reserved <ul><li>Tiger Woods is now n°1, without a doubt a consequence of his recent private life’s exposure </li></ul><ul><li>The Olympic Games effect is now over, reflected by Michael Phelps’s fall from 1 to 9 </li></ul><ul><li>Audemars Piguet, Montblanc and Chopard make their entrance in the Top 15 </li></ul>
  10. 10. © IC-Agency, 2010. All rights reserved <ul><li>China is the leading market in terms of search volume for the BRIC markets </li></ul>
  11. 11. © IC-Agency, 2010. All rights reserved <ul><li>China is the leading market in terms of search volume for the BRIC markets </li></ul><ul><li>Omega and Rolex are much more searched for than any other brand </li></ul>
  12. 12. © IC-Agency, 2010. All rights reserved <ul><li>When looking at the BRIC markets only, TAG Heuer’s “Carrera” is ahead of Omega’s “Seamaster” – the global most searched model - and TAG Heuer’s “Formula 1” is more searched for than Rolex’s “Daytona” – which ranks 4 th in the global ranking as well. </li></ul><ul><li>Blancpain and Breitling are the only brands challenging the four leaders (Rolex, Omega, TAG Heuer and Cartier) </li></ul>
  13. 13. © IC-Agency, 2010. All rights reserved <ul><li>Interestingly, Tiger Woods only ranks 13th </li></ul><ul><li>Aishwaray Rai is n°1, probably with a high search volume coming from India </li></ul><ul><li>Gisele Bundchen, Lisa Ray and Maria Sharapova perform well while they don’t appear in the Top 15 when considering all countries </li></ul>
  14. 14. What makes the WorldWatchReport unique © IC-Agency, 2010. All rights reserved Traditional Market Studies Online Market Studies from IC-Agency <ul><li>Elements measured are not always representative of the exact preoccupations of those surveyed </li></ul><ul><li>Focuses on real consumer intentions </li></ul><ul><li>Responses are influenced through the method of questioning </li></ul><ul><li>Spontaneous responses </li></ul><ul><li>Ego biases are unavoidable </li></ul><ul><li>Anonymity removes ego biases </li></ul><ul><li>The panel is predefined. Its composition may not be representative </li></ul><ul><li>The panel is naturally defined and focuses on the intentions displayed by those surveyed </li></ul><ul><li>Relatively high costs for varying results </li></ul><ul><li>Limited costs for real-time responses </li></ul>
  15. 15. © IC-Agency, 2010. All rights reserved <ul><li>The most popular brands and models – in the world and by country </li></ul><ul><li>BRIC Countries: China, Russia, India and Brazil now included </li></ul><ul><li>The counterfeit search volume by brand, country and category </li></ul><ul><li>The brands and markets with the greatest growth </li></ul><ul><li>Comparison and analysis by brand, country and category </li></ul><ul><li>The impact of Social Media platforms Facebook & Youtube </li></ul><ul><li>Graphical analysis of the main trends and recommendations </li></ul>The content New The WorldWatchReport 2010 will be officially released during BaselWorld 2010
  16. 16. In the Press © IC-Agency, 2010. All rights reserved
  17. 17. Who are we? © IC-Agency, 2010. All rights reserved About IC-Agency and Luxury Digital Marketing Created in 2000, IC-Agency is a leader in Luxury Digital Marketing. Based in Europe (Switzerland) and in North America (Canada), IC-Agency provides its clients with services such as analysis, promotion, optimization and protection for their brands, products and services. Among IC-Agency's clients are many independent luxury brands, as well as brands belonging to groups such as Swatch, Richemont, LVMH, and PPR/Gucci. The company was recently awarded the Strategis/HEC Lausanne prize for its excellence in Management. Contact IC-Agency (Geneva) 7 Ave Krieg CH-1208 Geneva T. + 41 22 702 07 60 IC- Agency (Bathurst, NB) 216 Main Street, Suite 312
Bathurst, NB, E2A 1A8
Canada T. +1 506 547 8292 <ul><li>Florent Bondoux, Sales & Marketing – WorldWatchReport Project Manager, [email_address] , +41 79 274 0840 </li></ul><ul><li>David Sadigh, Managing Partner, [email_address] , +41 79 615 3030 </li></ul> [email_address]