Exclusive Analysis for Watch Brands Strategic Marketing : WorldWatchReport 2008 (Media Kit - EN)


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Based on over 30 million searches globally, the WorldWatchReport highlights the opportunities of 12 prestigious brands (Breitling, Patek Philippe, Longines, Jaeger-Lecoultre, Girard-Perregaux, Ebel, Cartier, Chopard, Bulgari, Omega, Tag Heuer, Rolex) in 5 key exportable markets (France, Germany, Italy, UK, US).

The WorldWatchReport is an unmatched and unbiased market study that:

* is based on a massive sample,
* reflects ready to buy customer intentions, compared to a “traditional” study,
* accurately measures intentions from unaware users taking part in the survey,
* is not predefined with questions to influence the user,
* and the data is internationally harmonized

"The WorldWatchReport turns people's intentions into business opportunities."

Media Partner : Europa Star

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Exclusive Analysis for Watch Brands Strategic Marketing : WorldWatchReport 2008 (Media Kit - EN)

  1. 1. Press inquiries Florent Bondoux: +41 22 702 07 64 [email_address]
  2. 2. What is the WorldWatchReport ? <ul><li>The WorldWatchReport (WWR) is a new kind of market study that provides the luxury watch industry with exclusive analysis regarding their brands and models. </li></ul><ul><li>The WWR is based on over 30 million search queries entered into search engines. </li></ul><ul><li>Once collected, this data is analyzed and translated into intentions (ex: brands, models, replicas, etc.) with the help of exclusive IC-Agency technology. </li></ul>
  3. 3. The WWR in a nutshell <ul><li>4 th Edition: Rich with Historical data </li></ul><ul><li>Based on over 30 million search queries entered into search engines </li></ul><ul><li>Focused on 5 of the luxury watch industry’s top export markets : </li></ul><ul><li>Analyzes the 12 top luxury watch brands : </li></ul>
  4. 4. WWR in the news
  5. 5. WWR 2008 content <ul><li>The most popular brands – in the world and by country </li></ul><ul><li>The most popular models – in the world and by country </li></ul><ul><li>The evolution of counterfeit search volume, by brand and by country </li></ul><ul><li>The markets with the greatest growth </li></ul><ul><li>Search evolution since 2005 </li></ul><ul><li>Comparison and analysis by brands and by countries </li></ul><ul><li>Graphical analysis of the main trends and recommandations </li></ul>
  6. 6. Share of European Search Volume In Europe, demand is spread out evenly between countries. When compared to last year, France and Germany increased their share at the expense of the UK: the European market has matured.
  7. 7. Breakdown of Search Intentions by Market Americans prefer specific models: Is the target market more knowledgeable or are they even more affected by advertising?
  8. 8. Evolution since the 2007 report <ul><li>Replica searches are down: </li></ul><ul><li>- 52% in the US </li></ul><ul><li>- 42% in France </li></ul><ul><li>- 15% in Germany </li></ul><ul><li>Only Italy saw an increase of +20% </li></ul><ul><li>Counterfeits: The consumer is becoming more aware. </li></ul><ul><li>Have these mature markets reached their « peak »? </li></ul><ul><li>Or is this the result of awareness campaigns conducted by the brands, Industry Associations and Customs Authorities? </li></ul>
  9. 9. Breakdown of US Brand Searches by Category Omega surpasses Tag Heuer in this market (+ 5% vs 2006) Tag Heuer’s growth slowed somewhat(-3% vs 2006), the same for Rolex (-4% vs 2006); still, Rolex remains the top brand
  10. 10. Evolution since the 2007 report <ul><li>Rolex maintains a large lead in search volume: almost 1 in every 2 searches in the US are for Rolex. </li></ul><ul><li>Omega slightly reduced the gap with Rolex : </li></ul><ul><ul><li>2006: Rolex takes 41% of searches, Omega 13% </li></ul></ul><ul><ul><li>2007: 37% of searches go to Rolex, 18% to Omega </li></ul></ul><ul><li>Breitling’s share of search volume remains stable: 10% this year, which is the same share as last year </li></ul>
  11. 11. Weighting of European Markets in Brand Searches (Men’s/Sport) The United Kingdom shows strong demand: 37.5% of searches (average) for the brands in this category, while the share of search volume for the United Kingdom for all 12 brands is 32%.  What is the cause of this strong interest in the UK for this category?
  12. 12. Evolution since the 2007 report <ul><li>For Rolex, Italy becomes the most important market in terms of search volume ( an increase of 4% vs. 2006), surpassing the United Kingdom (-9%) </li></ul><ul><li>For Omega, The United Kingdom passes from 59% of searches to 39%, as Italy increases its shares (10%  24%): the Clooney effect? </li></ul><ul><li>Concerning Tag Heuer, the United Kingdom falls 9%, as France increases by 12%. </li></ul><ul><li>For Breitling, Germany (+ 8%) surpasses the United Kingdom </li></ul><ul><li>(-10%) in search volume </li></ul>
  13. 13. Weighting of European Markets in Brand Searches: Women’s/Jewelry The geographic breakdown of search volume for Cartier and Chopard is similar, especially in France and the United Kingdom Bulgari dominates « at home » but gets very little interest in France.
  14. 14. Evolution since the 2007 report <ul><li>For Cartier, searches from France increased 16%, at the expense of the United Kingdom, which decreased by 9%. Italy and Germany remain unchanged. </li></ul><ul><li>For Chopard, the share of search volume by country does not reveal any significant change. </li></ul><ul><li>The same goes for Bulgari: Italy generates 61% of searches (3% increase vs. 2006), as the percentage of searches emanating from France remains unchanged. </li></ul>
  15. 15. Weighting of European Markets in Brand Searches (Classic) Much like Bulgari in Germany, Ebel gets over 60% of its search volume in Germany; yet, Ebel is no German brand. Where does this popularity come from?
  16. 16. Evolution since the 2007 report <ul><li>For Longines, Italy falls 14%; this share is picked up by France (+8%) and Germany (+6%). </li></ul><ul><li>Concerning Patek, search volume in France increased 10% vs. 2006, while the United Kingdom saw a decrease of 8%. </li></ul><ul><li>Ebel sees the search volume from Germany explode (+17%) </li></ul><ul><li>For Jaeger, increases vary between 5% et 7%; searches from Germany and France increased, while those from Italy and the United Kingdom decreased. </li></ul><ul><li>For Girard-Perregaux, Germany and France see an increase of 10% and 13%, respectively. Search volume for Italy falls 16%. </li></ul><ul><li>GLOBALLY: France and Germany see important increases at the expense of Italy. </li></ul>
  17. 17. Model-specific searches <ul><li>Just like last year, 2 brands share the top 5 positions: Rolex and Omega </li></ul><ul><li>For the first time since the publication of the WWR, Omega’s Seamaster surpasses all other Rolex models (Daytona, Datejust, etc.). </li></ul><ul><li>Omega also sees its “Constellation” model make it into the top 5. </li></ul><ul><li>Still, Rolex has 8 models in the top 20 while Omega only has 3. </li></ul><ul><li>Tag Heuer doesn’t make it into the top 10 (1 st model: Tag Heuer Carrera in 13 th place vs. 9 th place in 2006). </li></ul>Top 20 Model-Specific Searches in the US and Europe
  18. 18. Weighting of Top 8 Men’s/Sport Model Searches for US The Omega Seamaster becomes the top searched watch model in the United States…
  19. 19. Counterfeit Searches by Region Around 80% of searches for replicas target Rolex , representing 4 out of every 5 searches!!
  20. 20. Evolution since the 2007 report <ul><li>For Rolex, we see a small improvement over its 85% share of all replica searches last year (EU and US combined). </li></ul><ul><li>Breitling sees an important increase, going from an average of 5.8% of replica searches to an average of 7.4%. </li></ul><ul><li>The situation remains stable for Cartier (from 3.2% to 3.4%), Tag Heuer (from 2.5% to 3.1% ), and Omega (3%), even though there is a small increase for those first 2 brands. </li></ul>
  21. 21. What Makes Us Unique <ul><li>Limited costs for real-time responses </li></ul><ul><li>Relatively high costs for varying results </li></ul><ul><li>The panel is naturally defined and focuses on the intentions displayed by those surveyed </li></ul><ul><li>The panel is predefinied. Its composition may not be representative </li></ul><ul><li>Anonymity removes ego biases </li></ul><ul><li>Ego biases are unavoidable </li></ul><ul><li>Spontaneous responses </li></ul><ul><li>Responses are influenced through the method of questionning </li></ul><ul><li>Focuses on real consumer intentions </li></ul><ul><li>Elements measured aren’t always representative of the exact preoccupations of those surveyed </li></ul>Online Market Studies from IC-Agency Traditional Market Studies
  22. 22. How To Find Us North America Bathurst - Toronto Europe Geneva <ul><li>Created in 2004 </li></ul><ul><li>15 employees including a research and development team </li></ul><ul><li>Strategic company for the Canadian government </li></ul><ul><li>Created in 2001 </li></ul><ul><li>15 employees </li></ul><ul><li>Specialists in e-marketing, economic intelligence and intellectual property </li></ul>Our offices Our clients Our clients’ clients
  23. 23. Our services Analyze Promote Optimize Protect Search engine optimization Be where your prospects are looking for your products and services Sponsored links Benefit from highly targeted advertisement to attract qualified traffic E-advertising Increase your reputation and enhance your knowledge of your prospects Strategic consulting Select the best experts for your success Web analytics Ensure the best ROI for each of your actions Search engines protection Stop illicit diversion of your traffic Domain names management Ensure the continuity of your heritage of domain names Demand analysis Decode the behavior of your prospects to better meet their expectations Competitive monitoring Follow the actions of your competitors to preserve your competitive advantages Perception analysis Pay attention to what they say about your brand in blogs and forums
  24. 24. How To Contact Us IC-Agency Sàrl Av. Krieg 7 CH-1208 GENEVE http://www.ic-agency.com <ul><li>Florent Bondoux </li></ul><ul><li>Sales & Marketing Executive </li></ul>T +41 (0)22 702 07 64 F +41 (0)22 702 07 69 [email_address]