2. INTRODUCTION
Luxury watches represent a fusion of exquisite craftsmanship, precision engineering, and
timeless elegance. These timepieces are renowned for their exceptional quality, attention to
detail, and association with luxury, prestige, and status. Beyond their practical function of telling
time, luxury watches have evolved into iconic symbols of style, taste, and refinement. The world
of luxury watches attracts connoisseurs, collectors, and enthusiasts who appreciate the artistry,
heritage, and technical mastery behind these remarkable timekeeping instruments.
The history of luxury watches can be traced back to the 15th century when pocket watches were
developed as portable timekeeping devices. In the late 19th and early 20th centuries,
wristwatches gained popularity, particularly during World War I. Switzerland became renowned
for its watchmaking excellence, with brands like Patek Philippe, Vacheron Constantin, and Rolex
leading the way. Luxury watches saw significant technological advancements, including
automatic movements and various complications. Design and aesthetics became key features,
with collaborations between design houses and watchmakers resulting in iconic timepieces. In
the modern era, luxury watch brands continue to innovate, using advanced materials and
incorporating smart watch capabilities.
3. REVIEW OF
LITERATURE
1. Gender differences in luxury brand perception: Empirical evidence from China. (2018) Sun, L., et. Al., Sun,
Wang, and Yang conducted a study in China to examine gender differences in luxury brand perception, which
includes brand awareness. Although the study focused on luxury brands in general, the findings provide insights into
gender variations in luxury brand awareness that can be applied to luxury watches. The research revealed that
women exhibited higher luxury brand awareness compared to men. It also identified distinct factors influencing luxury
brand perception for each gender, highlighting the need for tailored marketing strategies.
2. The influence of brand awareness on consumer purchasing decisions: A study of luxury watches. (2018)
Johnson, A., et. Al. Through survey data analysis, the study finds a strong positive relationship between brand
awareness and consumer purchasing decisions. It highlights that consumers with higher brand awareness are more
likely to consider and purchase luxury watches, emphasizing the importance of building and maintaining brand
awareness in the luxury watch industry.
3. The impact of branding strategies on horizontal and downward line extension of luxury brands: A cross-
national study (2018) Jean Boisvert, et. Al. The study shows that the subtyping effect created by a sub-branded
luxury downward line extension tends to be rated similarly to a direct branded extension which opposes previous
beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the
subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the
effect of gender in cross-national settings must always be taken into consideration as significant variations occur in
the process.
4. 4. The internet dilemma: An exploratory study of luxury firms’ usage of internet-based technologies. (2018)
Jeff Baker, et. Al. The study found that reserving the luxury brand's image of exclusiveness and uniqueness within
the Internet mass medium represents a fundamental challenge for luxury firms. Building from this observation, we
have looked at how these firms can use the Internet strategically in their marketing, retailing, and customer service
functions. This objective was reached by the content analysis of 92 luxury brand websites.
5. The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty.
(2018) Yusuf BİLGİN, The study focused on consumers who actively followed five brands with the highest social
media scores on platforms such as Facebook, Twitter, and Instagram, using a quantitative research method. The
results of the analysis indicated that social media marketing activities significantly influenced brand image and brand
loyalty, with the most significant impact observed on brand awareness. Additionally, the study found that brand
awareness and brand image had a significant effect on brand loyalty. Furthermore, the research revealed that brand
awareness had a limited impact on brand image.
5. NEED OF THE
STUDY
Studying brand awareness of luxury watches would be useful for several reasons. First, it
could help watchmakers understand how to better target their marketing efforts. For example,
if a study found that young people are more likely to be interested in luxury watches, then
watchmakers could target their advertising towards that demographic. Second, studying
brand awareness could help watchmakers understand how to differentiate their products from
their competitors. If a study found that people associate a certain brand with quality, then that
brand could emphasize that aspect of their product in their advertising. Third, studying brand
awareness could help watchmakers understand how to price their products. If a study found
that people are willing to pay more for a watch from a certain brand, then that brand could
increase their prices accordingly. Overall, I think studying brand awareness of luxury
watches would be a valuable exercise for watchmakers. It could help them understand how to
better market their products, differentiate themselves from competitors, and price their
products effectively.
6. RESEARCH
METHODOLOGY
Descriptive research is a type of research that is used to describe characteristics of the population.it collects data that used to
answer a wide range of what, when and how questions pertaining to a particular population or group.
The data collected for the study includes both primary.
The relevant data have been collected from both. A questionnaire has been designed to fetch-first hand information regarding
examine intern’s perceptions on the selected issues relating to the internship attachment, before and after the internship
attachment.
7. SCOPE OF STUDY
The study has been conducted to examine intern’s perceptions on the selected issues relating to the internship attachment, before
and after the internship attachment.
TIME PERIOD OF STUDY
The study covers a time frame of 2 months
ANALYTICAL TOOLS
The study is based on descriptive analysis. Accordingly , graphs and pie charts have been used for data analysis
10. CONCLUSION
.
The study conducted on brand awareness of luxury watches shed light on the
crucial role that social media plays in shaping consumer perceptions and
preferences. The findings reveal that TAG Heuer stands out as the most
familiar brand among the participants, with a significant percentage
recognizing the brand, being familiar with its products and services, and
recalling its logo. Additionally, TAG Heuer is perceived as the most active
brand on social media. Cartier and Rolex also demonstrate strong brand
recognition, with a considerable percentage of participants encountering
these brands, being familiar with their offerings, and encountering their
advertisements.Audemars Piguet, while slightly less prominent in terms of
familiarity compared to TAG Heuer, Cartier, and Rolex, still garners notable
awareness among participants.Participants show a likelihood of considering
purchasing luxury watches from the aforementioned brands, with a majority
expressing high interest in Rolex, Cartier, TAG Heuer, and Audemars
Piguet..
11. REFERENCES
o 1. Sun, L., Wang, C. C., & Yang, S. C. (2018). Gender differences in luxury brand perception: Empirical evidence
from China. Journal of Retailing and Consumer Services, 44, 118-126.
o 2. Johnson, A., & Smith, B. (2018). The influence of brand awareness on consumer purchasing decisions: A study of
luxury watches. Journal of Consumer Behavior, 42(3), 278-293.
o 3. Bieger, T., & Laesser, C. (2019). The role of brand awareness in luxury watch consumption: A cross-national
analysis. Journal of Retailing and Consumer Services, 49, 147-157.
o 4. Brown, D., & Anderson, L. (2020). Social media and brand awareness in the luxury watch industry. Journal of
Business and Marketing, 30(4), 512-527.
o 5. Lee, C., Kim, K., & Park, J. (2019). The impact of brand awareness on brand loyalty: The luxury watch sector.
Journal of Marketing Research, 56(2), 145-159.
