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Is Hermès and the Apple Watch going well together / Trend Report

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A Two Week Snapshot of What’s Trending in the Luxury Watch Industry (5 September – 19 September 2016).
In this series of trend reports we aim to discover which stories, pieces of news and industry developments in the world of haute horology gain the most amount of traction in the digital sphere.

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Is Hermès and the Apple Watch going well together / Trend Report

  1. 1. THE SOCIAL BUZZ OF HERMÈS AND THE APPLE WATCH
  2. 2. A Two Week Snapshot of What’s Trending in the Luxury Watch Industry 05 September 2016 - 19 September 2016
  3. 3. OUR MISSION
  4. 4. The mechanical watch is a wonderful instrument and the guardian of craftsmanship and creativity. Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise into the world through our four missions to inform, train, recognise and organise. Since 2005, we have promoted values of excellence and tradition within an organisation that has the support of numerous brands.
  5. 5. In this series of trend reports we aim to discover which stories, pieces of news and industry developments in the world of haute horology gain the most amount of traction in the digital sphere - uncovering why these trends are important to the industry. Every two weeks we’ll be diving into the world of digital conversations to discover, what’s trending.
  6. 6. SNAPSHOT OF THE PERIOD
  7. 7. TRENDING TOPICS AND STORIES BETWEEN SEPTEMBER 05 TO SEPTEMBER 19 Percentage of conversations on luxury watches penetrated by the topic Hermès team up with Apple once again for the Apple Watch Hermès Series 2 collection Vacheron Constantin release new 2016 version of the Traditionnelle Chronograph Perpetual Calendar The Hublot MP-05 LaFerrari Sapphire takes to the small screen in new animated short film Breitling continue to generate excitement around the release of a Limited Edition Navitimer GMT Aurora Blue Urwerk release new unique EMC TimeHunter X-Ray timepiece 1.02% 0.88% 0.7% 0.63% 0.6%
  8. 8. VOLUME OF CONVERSATIONS ON HIGH-END WATCHES
  9. 9. What’s been published on the HH Journal: Apple, the world’s number-two “watchmaker” Analysing the truth behind Apple Chief Executive Tim Cook’s ranking of Apple as second (behind Rolex) in worldwide watch sales Vacheron Constantin – In perpetual evolution Introducing the Traditionnelle Chronograph Perpetual Calendar Watch from Vacheron Constantin Breitling – Home and away Discussing Breitling introducing Navitimer GMT Aurora Blue (limited to 1,000-pieces)
  10. 10. ANALYSING THE SOCIAL BUZZ OF HERMÈS AND THE APPLE WATCH
  11. 11. Following the launch of the Apple Watch Series 2, Apple have announced that they will be continuing their partnership with the luxury French fashion house Hermès - with the release of another range of luxury, special edition digital timepieces. The new Apple Watch Hermès collection will see watches donned with a new double buckle cuff in Swift and Epsome calfskin leathers (inspired by the classic Hermés sandals designed by Pierre Hardy, creative director of Hermés shoes and jewellery) which will be available in multiple colours.
  12. 12. The watch will also feature exclusive faces based on the design of Hermès’ own timepieces – the highly popular Clipper, Cape Cod and Espace Hermès. The partnership has helped Apple build its credentials as a provider of luxury fashion accessories (rather than merely being a premium tech brand), with the Apple Watch becoming as desirable to fashionistas as it is with techies.
  13. 13. “Smartwatches can be clunky and unappealing at times, but when Apple and Hermès come together, you can be sure that the resultant Apple watch is going to be the chicest you’ve ever seen.” Vivien, Luxury Launches
  14. 14. Among Influencers 2.28% Penetration of conversations by Hermès in Swiss watch related conversations 133.33% Increase of Hermès mentions against the previous two weeks 69.05% Of mentions of Hermès are in relation to the Apple Watch
  15. 15. Beyond Influencers 155 All online mentions of Hermès in relation to watches 330.56% Increase of Hermès mentions against the previous two week 60.65% Of mentions of Hermès are in relation to the Apple Watch
  16. 16. SUMMARY
  17. 17. Pierre-Alexis Dumas, the Hermès Executive Vice President (who is in charge of the brand’s artistic direction), says the brands are “united by the same vision, the uncompromising pursuit of excellence and authenticity, and the creation of objects that remain as relevant and functional as they are beautiful”. While there have been many who have questioned the extent to which smartwatches have truly ‘taken over’ (despite Tim Cook’s claim that Apple is now ranked second in the world in terms of watch sales), it is a commonly held belief that the design behind the Apple Watch is of a very high standard – H. Moser & Cie. even appropriated the design of the Apple Watch for their Swiss Alp Watch model.
  18. 18. On the face of it the partnership with Hermès merely elevates the Apple Watch as a symbol of luxury (commanding a much higher price tag). However Hermès is also well established within the world of haute horology, with the brand has not only gained recognition for their own range of timepieces, they also have connections to other luxury watchmakers - most notably Jaeger-LeCoultre. Furthermore, within watch collectors circles, Hermès wrist straps are very highly regarded – arguably more so than any other watch strap in the world – for their quality of stitching and the smoothness of the leather.
  19. 19. Founded by Fondation de la Haute Horlogerie, the HH Journal is an online publication covering watchmaking news in all its forms. In collaboration with London-based agency RE-UP, The HH Journal is producing a series of trend reports to analyse which current topics within the high-end watch industry are trending online. Two key social tools are used to gather the data to analyse the current trends: An in-house database of 2,000+ influencers and online sources specialising in luxury and watches – with the ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.
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