Baselworld Buzz Report

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Social Media buzz report about Baselworld and luxury watch brands.

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Baselworld Buzz Report

  1. 1. Luxury Watch BrandsSocial Media Buzz ReportMarch 2012Damian Kunz, Dominic Stöcklin, Jan SedlacekPicture: www.baselworld.com
  2. 2. Management summary/ Articles about replica watches, which are spread by spam accounts dominate the overall buzz. The replica watches are praised in blogs or forums, which is why there is so much buzz within these sources./ Rolex is the brand that is most talked about (1’450’557 mentions), followed by TAG Heuer and Omega./ With respect to the most mentioned watches, the Breitling Superocean is by far the most popular watch among our sample of luxury watches (228’726 mentions), followed by Omega Seamaster and Omega Speedmaster./ Brand Ambassadors have a lot of buzz (also in conjunction with the watch brands), whereas owners / managers of watch brands have in general less buzz than the ambassadors (although their buzz is higher in conjunction with the watch brand than without it)./ There is a lot of buzz about “Baselworld” (32’468 mentions in the last year), however historically there is no significant buzz increase about the luxury watch brands during Baselworld. © 2012 Goldbach Interactive 2
  3. 3. >> Baselworld
  4. 4. Baselworld – Overall buzz analysis ⁄ At the beginning of 2012 there are still significantly more articles about the 2011 fair than the upcoming fair. ⁄ Interestingly, there is a lot more buzz about watch related topics than specific brands. ⁄ The buzz distribution across countries is dominated by the USA with a share of voice of 20%, followed by Italy (12%), Germany (12%), Switzerland (11%) and France (10%). © 2012 Goldbach Interactive 4
  5. 5. Baselworld 2012 – Overall buzz analysis ⁄ Forums are the dominant sources with 39% of the total amount of mentions, whereas classic online news media has the lowest share of voice with only 13%. ⁄ There is a strong increase in buzz during January and February. Throughout the rest of the year the activity is rather low. © 2012 Goldbach Interactive 5
  6. 6. >> Watch brands overall
  7. 7. Share of voice – Watch brands in forums and blogs Rolex Tag Heuer Omega Breitling IWCAudemars Piguet Hublot Patek PhilippeJaeger-Le Coultre Breguet 0% 10% 20% 30% 40% 50% 60% Forums Blogs Total⁄ Rolex has by far the greatest buzz.⁄ Tag Heuer is strongly represented in blogs and forums compared to its total share of voice.⁄ Omega and Breitling also have a lot of buzz with a good proportion of 10% of share of voice.⁄ Audemars Piguet, Hublot, Patek Philippe, Jaeger-LeCoultre and Breguet don’t have as many mentions as the other brands. © 2012 Goldbach Interactive 7
  8. 8. Share of voice – Watch brands on Twitter Rolex Tag Heuer Hublot IWC Breitling Tweets Omega Replies Retweets Audemars Piguet Patek Philippe Jaeger-LeCoultre Breguet 0 100000 200000 300000 400000 500000 600000⁄ Rolex has a significant number of tweets, retweets and replies (despite not being very active on its Twitter account).⁄ Tag Heuer, Hublot, IWC, Breitling and Omega follow, while other brands such as Audemars Piguet, Patek Philippe, Jaeger-LeCoultre and Breguet barely have buzz. © 2012 Goldbach Interactive 8
  9. 9. Share of voice – Watches with the most buzz Breitling Superocean Omega Seamaster Omega Speedmaster Breitling Navitimer Rolex Oyster PerpetualTag Heuer Grand Carrera Hublot Big Bang IWC Portuguese 0% 10% 20% 30% 40% 50% 60% Total⁄ With an overall of 414’052 mentions, there has been considerable buzz around selected watches.⁄ Breitling’s Superocean dominates the buzz (55% share of voice).⁄ Omega’s Seamaster and Speedmaster come in second (16%), respectively third (11%).⁄ Breitling’s Superocean is praised in forums for its design, while the buzz around Omega’s Seamaster is centered around its replicas. © 2012 Goldbach Interactive 9
  10. 10. Rolex – Overall buzz analysis 1’450’557 Mentions Wordcloud 5% 25% 36% 34% News Blogs Twitter Forums70000 ⁄ Forums and Twitter dominate as sources60000 with 36% and 34% of all mentions.5000040000 Blogs ⁄ Twitter peak:30000 Forums ⁄ August: Phrase in a song about buying a20000 Rolex is posted repeatedly. News10000 Twitter ⁄ Blog peak: 0 ⁄ December: Replica Rolex watches are sold strongly. ⁄ Rolex wordcloud contains a lot of positive keywords (e.g. “good”, “great”, “quality”) as well as Daytona model. © 2012 Goldbach Interactive 10
  11. 11. TAG Heuer – Overall buzz analysis 371’166 Mentions Wordcloud 4% 18% 23 55% % News Blogs Twitter Forums60000 ⁄ Blogs are the dominant sources, totaling50000 55% of all mentions.4000030000 Blogs ⁄ Blog peak: Forums ⁄ January: The different models from TAG20000 News Heuer are introduced within blogs.10000 Twitter ⁄ Peaks: 0 ⁄ August: Replica watches that look like the originals are mentioned. ⁄ Tag Heuer’s wordcloud shows a strong association to men. © 2012 Goldbach Interactive 11
  12. 12. Omega – Overall buzz analysis 284’438 Mentions Wordcloud 5% 38% 45% 11% News Blogs Twitter Forums18000 ⁄ Blogs are the dominant sources, totaling16000 45% of all mentions.140001200010000 Blogs ⁄ Forums and blog peaks: 8000 Forums ⁄ December: Advantages of replica 6000 4000 News watches are showed. 2000 Twitter ⁄ Twitter peak: 0 ⁄ November: Buzz about a new Omega watch. ⁄ Wordcloud highlights Swiss Quality, Seamaster model and shows competitor Rolex. © 2012 Goldbach Interactive 12
  13. 13. Breitling – Overall buzz analysis 268’204 Mentions Wordcloud 4% 35% 44% 17% News Blogs Twitter Forums ⁄ Blogs dominate as the most important18000 sources, totaling 44% of all mentions.1600014000 ⁄ Blog and forums peak:1200010000 Blogs ⁄ December: A new replica Breitling watch 8000 Forums is mentioned. 6000 ⁄ Twitter and Blog peaks: 4000 News 2000 ⁄ August: User promotes Breitling watches Twitter 0 on Twitter. Replica watches with the same serial-number as the original are mentioned in blogs. ⁄ Wordcloud alludes to replica watches and shows competitor Rolex. © 2012 Goldbach Interactive 13
  14. 14. IWC – Overall buzz analysis 211’273 Mentions Wordcloud 6% 41% 32% 21% News Blogs Twitter Forums10000 ⁄ Forums are the dominant sources with a 9000 8000 proportion of 41%. 7000 6000 5000 Blogs ⁄ Twitter peak: 4000 Forums ⁄ July: Replica watch is promoted. 3000 2000 News ⁄ News peak: 1000 Twitter ⁄ Study about social media and luxury 0 brands in China mentioning IWC. ⁄ Wordcloud shows that people are aware of Rolex, Omega and several other competitors of IWC. © 2012 Goldbach Interactive 14
  15. 15. Audemars Piguet – Overall buzz analysis 102’260 Mentions Wordcloud 6% 20% 12% 62% News Blogs Twitter Forums12000 ⁄ Blogs are the dominant sources with a10000 share of 62%. 8000 6000 Blogs ⁄ Blog peaks: Forums ⁄ June and August: Replica watches are 4000 News offered. 2000 Twitter ⁄ October and November: Discussion 0 about the elements that define the value of wristwatches. ⁄ Replica watches and the competitor Rolex are often mentioned in relation to the brand. © 2012 Goldbach Interactive 15
  16. 16. Hublot – Overall buzz analysis 139’384 Mentions Wordcloud 19% 6% 35% 40% News Blogs Twitter Forums10000 ⁄ Twitter is the dominant source, totaling 40% 9000 8000 of all mentions. 7000 6000 5000 Blogs ⁄ Twitter peak: 4000 Forums ⁄ Significant activity through launch and 3000 2000 News promotion of a new Hublot. 1000 Twitter ⁄ Blog peak: 0 ⁄ Replica watches are promoted. ⁄ Rolex, Breitling, Cartier and Omega are highlighted as competitors in the wordcloud. © 2012 Goldbach Interactive 16
  17. 17. Patek Philippe – Overall buzz analysis 88’485 Mentions Wordcloud 9% 27% 11% 53% News Blogs Twitter Forums ⁄ Blogs are the dominant sources with 53% of6000 all mentions.50004000 ⁄ Forum peak:3000 Blogs ⁄ October: The watch brand is listed and Forums2000 discussed as one of the top ten News jewelries.1000 0 Twitter ⁄ Blog peaks: ⁄ Replica watches are offered. ⁄ Rolex, as well as Breitling, Cartier and Omega are highlighted as competitors. © 2012 Goldbach Interactive 17
  18. 18. Jaeger-LeCoultre – Overall buzz analysis 56’433 Mentions Wordcloud 14% 26% 13% 47% News Blogs Twitter Forums3500 ⁄ Blogs are the dominant sources with a3000 share of 47%.25002000 Blogs ⁄ Blog peaks:1500 Forums ⁄ March and December: Replica watches1000 are mentioned. News 500 Twitter ⁄ News peak: 0 ⁄ October: Jaeger-LeCoultre sponsors the Venice International Film Festival. ⁄ A lot of mentions show the importance of the Reverso model. © 2012 Goldbach Interactive 18
  19. 19. Breguet – Overall buzz analysis 51’095 Mentions Wordcloud 12% 36% 45% 8% News Blogs Twitter Forums3000 ⁄ Blogs and forums are the dominant sources2500 with 45%, respectively 36% of all mentions.20001500 Blogs ⁄ Blogs and forums peaks: Forums ⁄ December: Replica watches that are1000 News very cheap dominate the buzz. 500 Twitter ⁄ News, forums und blogs peak: 0 ⁄ March: Despite the global crisis there is a high demand for watches. ⁄ Breguet is often mentioned in conjunction with replica watches. © 2012 Goldbach Interactive 19
  20. 20. Analysed watch brands – Overview ⁄ Overall there are 2’516’518 mentions about all the watch brands. ⁄ USA is the country with most of the mentions. The focus is less on european countries than it has been with Baselworld. ⁄ The sentiment of all the buzz is 89% positive. © 2012 Goldbach Interactive 20
  21. 21. >> Owners / managers and ambassadors
  22. 22. Share of voice – Watch brand and owners / managers Hublot: Jean-Claude Biver 3’109 Tag Heuer: Jean-Christophe Babin 1171 Omega: Stephen Urquhart 1102 Tag Heuer: Jack Heuer 987 Breguet: Marc Hayek 944 Jaeger-LeCoultre: Jérôme Lambert 907 IWC: Georges A. Kern 829 Owner / Audemars Piguet: Philippe Merk 469 manager with Patek Philippe: Thierry Stern 440 watch brand Breitling: Ernest Schneider 363 Patek Philippe: Philippe Stern Owner / 274 manager Rolex: Gian Riccardo Marini 177 without watch Rolex: Bertrand Gros 150 brand Audemars Piguet: Jasmine Audemars 102 0 500 1000 1500 2000 2500 3000 3500⁄ With a few exceptions, the owners / managers have more mentions in conjunction with the watch brand than without it. © 2012 Goldbach Interactive 22
  23. 23. Share of voice – Watch brand with ambassador Rolex: Roger Federer 3371 Omega: George Clooney 1389 Tag Heuer: Leonardo DiCaprio 1222 Jaeger-LeCoultre: Diane Kruger 692 Breitling: John Travolta 631 Patek Philippe: Charlie Sheen 606 Hublot: Usain Bolt 312 IWC: Paulo Coelho 69 0 500 1000 1500 2000 2500 3000 3500 4000⁄ The brand ambassadors do have a lot of mentions in relation to the watch brand. This means that the public strongly associates the ambassador with the respective watch brand. © 2012 Goldbach Interactive 23
  24. 24. Owners and Ambassadors – Findings ⁄ Jean-Claude Biver is the owner / manager with most of the mentions. Roger Federer is the ambassador that is most mentioned in social media compared with all the other analyzed ambassadors. ⁄ Compared to the mentions of the ambassadors, the mentions of the ambassadors alluding to the watch brand are quite limited. The selection of a highly popular ambassador is therefore very important. ⁄ Generally, few mentions of the owners / managers without the watch brand. ⁄ Increase marketing ROI by strengthening connection of ambassador and watch brand. © 2012 Goldbach Interactive 24
  25. 25. Time period of the analysis• The analysis covers the periods from Feb 2011 to Januar 2012Scope of the analysis• The fair Baselworld• The different watch brands, it’s models, owners and ambassadorsGeographical restrictions• NoneLanguage restrictions• NoneSources• Blogs, Forums, Twitter, News, Facebook © 2012 Goldbach Interactive 25
  26. 26. GOLDBACH INTERACTIVE (SWITZERLAND) AG Damian KunzMattenstrasse 90, 2503 Biel/Bienne @damiankunzSeestrasse 39, 8700 Küsnacht +41 (32) 366 01 95 damian.kunz@goldbachinteractive.chwww.goldbachinteractive.ch Dominic Stöcklin @dstoecklin +41 32 366 01 73 dominic.stoecklin@goldbachinteractive.ch Jan Sedlacek @JanSedlacek1 +41 32 366 01 90 jan.sedlacek@goldbachinteractive.ch

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