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1© Digital Luxury Group
MEDIA PARTNER CHINA DATA PARTNER
Haute Horlogerie Edition 2015

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2015 HAUTE HORLOGERIE EDITION RELEASED AT SIHH
This Report
TRACKING NATURAL CONSUMER BEHAVIOR ONLINE
 11th Edition
 600,000 Relevant Online Searches Analyzed Daily
 18 Haute Horlogerie brands
 20 Markets
 Based on DemandTracker™, DLG’s proprietary technology that tracks consumer interest
 Published in partnership with Europa Star and the support of the Fondation de la Haute Horlogerie

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3This Report Brands
Note: Other brands exhibiting at the Salon International de la Haute Horlogerie such as
Cartier, IWC, Officine Panerai and Piaget, have not been analyzed in this year’s edition
research as this is dedicated to the Haute Horlogerie category as defined by DLG only.
TRACKING 18 HAUTE HORLOGERIE BRANDS

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IN THE TOP 20 MARKETS ACROSS THE GLOBE
This Report Markets
Brazil, China, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Qatar, Russia, Saudi Arabia, Singapore,
Spain, Switzerland, Thailand, Taiwan, United Kingdom, United Arab Emirates, United States.

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On the occasion of the Salon International de la Haute Horlogerie, Digital Luxury Group
releases the WorldWatchReport™ 2015 - Haute Horlogerie Edition.
This report is an excerpt, to get the complete information purchase your copy of the
WorldWatchReport™ 2015 - Haute Horlogerie Edition.
Click here to purchase the
Haute Horlogerie Edition

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MARKETS
Markets

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GLOBAL INTEREST FOR HAUTE HORLOGERIE GREW BY +23%
Markets Global Highlights
GLOBAL, WORLDWIDE JAN-NOV 2014

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ORIGIN OF INTEREST JAN-NOV 2014 SHARE OF INTEREST
[Y/Y: JAN-NOV 2014 VS. JAN-NOV 2013]
Markets Global Map
GLOBAL INTEREST FOR HAUTE HORLOGERIE GREW BY +23%

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CHINA IS THE BIGGEST AND FASTEST GROWING MARKET
Markets Global Benchmark
ORIGIN OF INTEREST, WORLDWIDE X-AXIS & BUBBLE SIZE: JAN-NOV 2014 SHARE OF INTEREST
Y-AXIS: Y/Y JAN-NOV 2014 VS. JAN-NOV 2013
China
United States
United Kingdom
Japan
France
Italy
Germany
Russia
India
Spain
Mexico
Haute Horlogerie growth: +23%
-10%
+0%
+10%
+20%
+30%
+40%
+50%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
GrowthRateY/Y
Share of interest

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CHINA, THE FASTEST GROWING MARKET WITH +41% Y/Y
Markets China Highlights
HAUTE HORLOGERIE, CHINA JAN-NOV 2014 VS. JAN-NOV 2013
10 FASTEST GROWING BRANDS
GROWTH BY CATEGORY 10 MOST SOUGHT AFTER BRANDS
EVOLUTION OF CHINESE INTEREST FOR HAUTE HORLOGERIE

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BRANDS
Brands

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TOP 15 MOST SEARCHED HAUTE HORLOGERIE BRANDS IN 2014
Brands Global Ranking
HAUTE HORLOGERIE, WORLDWIDE SHARE OF INTEREST JAN-NOV 2014

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FASTEST MOVING HAUTE HORLOGERIE WATCH BRANDS
Brands Global Evolution
GROWTH RATE, WORLDWIDE Y/Y JAN-NOV 2014 VS. JAN-NOV 2013

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VACHERON CONSTANTIN, THE FASTEST GROWING BRAND
Brands Vacheron C. China
CHINA, VACHERON CONSTANTIN JAN-NOV 2014 VS. JAN-NOV 2013
China
78%
INTEREST FOR LADIES WATCHES IS LEADING THE GROWTH78% OF THE INTEREST COMES FROM CHINA
10 MOST IMPORTANT PROVINCES OF ORIGIN*
Other
22%

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COLLECTIONS
Collections

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DIFFERENT CONSUMER PREFERENCES BY COUNTRY
Collections Global Preferences
COLLECTIONS BY CATEGORY, COUNTRY LEVEL SHARE OF INTEREST JAN-NOV 2014
Audemars Piguet Royal Oak & Royal Oak
Offshore collections are the most sought
after collections in 15 countries tracked
by the WorldWatchReport™.
However, local preferences arise in 5
markets: China, France, Japan, Russia,
and Thailand.
Reverso
Jaeger-LeCoultre
Sky Moon Tourbillon
Patek Philippe
France’s #1
[23% share of interest]
Russia’s #1
[16% share of interest]
China’s #1
[13% share of interest]
1815
A. Lange & Söhne

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AUDEMARS PIGUET ROYAL OAK IS THE LEADING COLLECTION
Collections Global Audemars P.
SEARCH ORIGIN, AP ROYAL OAK X-AXIS & BUBBLE SIZE: SHARE OF INTEREST JAN-NOV 2014
Y-AXIS: Y/Y JAN-NOV 2014 VS. JAN-NOV 2013

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SOCIAL MEDIA
Social Media

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FACEBOOK ENGAGEMENT RATE FALLS BY -33%
Social Media Facebook Benchmark
BENCHMARK FACEBOOK COMMUNITIES
EVOLUTION OF ENGAGEMENT RATE Y/Y 2014 VS. 2013
ENGAGEMENT RATE AND NUMBER OF FANS AT DEC. 2014 TOP 5 HAUTE HORLOGERIE BRANDS ON FACEBOOK
837643
515860
384470
282872
186257

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INSTAGRAM OUTPERFORMS FACEBOOK’S ENGAGEMENT RATE
Social Media Instagram Benchmark
BENCHMARK INSTAGRAM COMMUNITES X-AXIS & BUBBLE SIZE: FOLLOWERS AT END DECEMBER 2014
Y-AXIS: AVERAGE ENGAGEMENT RATE JAN-DEC 2014
Audemars Piguet
Jaeger-LeCoultre
Roger Dubuis
Franck Muller
Girard-Perregaux
2%
3%
4%
0 50000 100000 150000 200000 250000
Averageengagementrate
Number of followers
Instagram outperforms Facebook with
an average engagement rate of as much
as 3.76% compared to only 0.61% for
Facebook.
Audemars Piguet is the best performing
brand with a community of 181,846 fans
and an average engagement rate of
4.15%.
Instagram acts as complement to
Facebook, as the user experience the
platform gives is both simple in features
and has an optimized layout for mobile.
This makes Instagram the ideal platform
for brands to engage with digitally savvy
customers.

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METHODOLOGY
Appendix Methodology

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OVER 500 MILLION MONTHLY SEARCHES …
Appendix Methodology

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… WITH PROPRIETARY INTELLIGENCE
Appendix Methodology

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DLG PROPRIETARY INTELLIGENCE
Appendix Methodology
Search Engines
Based on Google, Bing, Yandex in Russia and Baidu in China.
Search Queries
Extracted from search engines, the large amount of exact search queries collected every month for luxury brands
encompasses a large semantic field related to the brands, and include synonyms, plurals and misspellings. Over
500 million searches monthly.
Markets
The current geographic coverage includes the top 20 luxury export markets: Brazil, China, France, Germany,
Hong Kong, India, Italy, Japan, Mexico, Qatar, Russia, Saudi Arabia, Singapore, Spain, Switzerland, Thailand,
Taiwan, United Kingdom, United Arab Emirates, United States. Additional markets can be added upon request.
Languages
English, French, Italian, German, Japanese, Portuguese, Russian, Simplified Chinese, Spanish, Arabic and Thai.
Brands
+600 brands across 6 segments: Watches, Hotels, Fashion, Jewelry, Beauty, Cars.

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DLG INTELLIGENCE TEAM
Appendix Methodology
David Sadigh
Founder & CEO
Raoul Beck
Chief Operating Officer
Jonathan Cifuentes
Head of Technology
Inès Lazaro
Product & Marketing Manager
Marine Scully
Marketing & Intelligence
Robin Hurni
Research Analyst

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ABOUT THE WORLDWATCHREPORT™
Appendix About WWR
The leading luxury watch market research since 2004, the WorldWatchReport™ tracks and analyses the
desirability of brands across the world.
Based on unbiased information on consumer interest derived from billions of online searches on the world’s top
search engines (Google, Bing, Baidu, Yandex), the report analyses 62 luxury watch brands and over 1,500 models
to give brands visibility of their performance against their competitors.
The WorldWatchReport™ is one of many business intelligence solutions that DLG Intelligence provides.
For more information: www.worldwatchreport.com

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ABOUT DIGITAL LUXURY GROUP
Appendix About DLG
Digital Luxury Group is an international company that delivers digital marketing services, business intelligence
solutions, and industry events, to enable smarter business decisions. With offices in Geneva, Shanghai, Paris,
and New York, Digital Luxury Group’s three divisions represent a unique combination of technology and luxury
savoir-faire:
• DLG Agency - Bespoke digital marketing and communication services for forward-thinking luxury brands.
• DLG Intelligence - Business intelligence solutions used by luxury brands, retailers, and leading financial
institutions to track and analyze the evolution of the luxury industry.
• Luxury Society - Connecting, informing and inspiring the world’s leading luxury professionals.
For more information: www.digitalluxurygroup.com
Since 2004, DLG has been publishing the WorldWatchReport™ a baseline market study for the watchmaking
industry in partnership with Europa Star and with the precious support of the Fondation de la Haute Horlogerie.
Digital Luxury Group, DLG SA
7 Avenue Krieg
CH-1208 Geneva
Switzerland

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28© Digital Luxury Group www.digital-luxury.com
ilazaro@digital-luxury.com
Inès Lazaro
Product & Marketing Manager, DLG Intelligence
+41 22 702 07 51
ch.linkedin.com/in/ineslazaro

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On the occasion of the Salon International de la Haute Horlogerie, Digital Luxury Group
releases the WorldWatchReport™ 2015 - Haute Horlogerie Edition.
This report is an excerpt, to get the complete information purchase your copy of the
WorldWatchReport™ 2015 - Haute Horlogerie Edition.
Click here to purchase the
Haute Horlogerie Edition