Jaeger Le Coultre - Targeting Millenials
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Jaeger-LeCoultre was founded in 1833 as a small watchmaking workshop by Antoine LeCoultre. In 1907, Cartier signed an exclusive contract with Jaeger to use their watch movements for 15 years. The brands merged to become Jaeger-LeCoultre in 1937. Since its founding, Jaeger-LeCoultre has created over 1,200 calibers and holds over 400 patents. They joined the Richemont group in 2000. Known for craftsmanship and innovation, Jaeger-LeCoultre produces around 40,000 timepieces annually at their manufacture in the Jura Valley.
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Jaeger Le Coultre - Targeting Millenials
- 1. Internal & External Analysis
- 2. MARKETING Pierre Adrien Fischer COMMERCIAL Farah Foularsen COMMUNICATION Margaux Marin TheTeam
- 3. In 1833 Antoine Le Coultre founded a small watch making workshop. In 1907 Cartier, one of Jaeger’s client, sign an exclusive contract to use Jaeger’s movement during 15 years. The brands became Jaeger Le Coultre in 1937. Join the Richemont group in 2000 Company & Brand Overview
- 4. Brand Identity & Story
- 5. Company & Brand Overview In 1833 Antoine Le Coultre founded a small watch making workshop. In 1903, Edmond Jaeger, parisian watch maker challenge the swiss on the production of extra-thin watch movement. Jacques-David Le Coultre, grand son of Antoine takes on the challenge. In 1907 Cartier, one of Jaeger’s client, sign an exclusive contract to use Jaeger’s movement during 15 years. Jaeger asks Le Coultre to produce the movements and after the collaboration, the brands became Jaeger Le Coultre in 1937. Historical Background
- 6. Company & Brand Overview Key Figures 93 P.O.S January 2017 E-Commerce account for 3% of turnover 5% growth between 2015 and 2016
- 7. 7 Tradition ModernityElite Precursor Heritage Engineering
- 9. 9 Stylistic features/Design Emotion Elegance Precision Art/Deco Innovation Excellence Singularity
- 10. Technical features/Quality Since its creation Jaeger LeCoultre created 1242 differents calibres and registered 400 patents. More than other watchmaking brands. Gyrotourbillon: 3 mouvements
- 11. Created in 1928 Quasi perpetual clock - winds itself automatically. Official gift of the Helvetic Confederation. Created in 1931 Iconic piece Art Deco movement Created to resists shocks of a polo game. VOLUME IMAGE
- 12. Technical features/QualityThe manufacture is set in the Joux Valley, in the Swiss Jura. 1 350 Employees (2014) Since its creation Jaeger LeCoultre created 1242 differents calibres and registered 400 patents. More than other watchmaking brands. Annual production around the 40 000 pieces. In 2008 the company launched a car-sharing and bus service in order to reduce the pollution in the Joux Valley.
- 13. Technical features/Quality Since its creation Jaeger LeCoultre created 1242 differents calibres and registered 400 patents. Gyrotourbillon: The Master Gyrotourbillon 1 (2004), Reverso Gyrotourbillon 2 (2008) and Master Grande Tradition Gyrotourbillon 3 Jubilée (2013) allow the watch to have a precision of -1/+1 second per day. Innovations
- 14. Collection Plan/Prices Segmentation 4000€ prix sur demande 20 000€ 50 000€ Access Joaillerie Haute Joaillerie Reverso Rendez-vousMaster
- 15. Collection Analysis image/ identity commercial succes - - -
- 16. COMMUNICATION VOLUME IMAGE « Have you ever worn a real watch? » «Tides of Time» The masterclass allow you to step in the workshops of the manufacture.
- 17. Communication - Public image - heritage Heritage Transmission Celebration Hommage Time Journey
- 18. Communication - Public image - cinema Revery - Singularity - Artist - Culture - Tradition - Product Placement
- 19. Communication - Public image - partnership Intensity - Union - Strategy - Elite - Heritage - Time
- 20. Communication - Image sponsoring
- 22. Communication - Social medias Instagram Facebook Twitter
- 24. Distribution - Selling points strategy 15 wholesale multibrands in Paris. Desire to be focus on flagship stores. Decrease of selling point against increase of flagship stores with more watches models and seller brand knowledges.
- 25. Distribution - E-Commerce - website Self-Shopping Personalized Service Personalization Product 3% turnover through the website
- 26. Distribution - Japan - land of hope 2016 first Jaeger Lecoultre shop in Tokyo Chinese prefer come to Japan to buy luxury product Yen with a low value Jaeger Lecoultre fight against the decrease of tourism in France
- 27. Distribution - E-Commerce - mobile
- 28. Distribution - Mending market Since 1998, selective distribution network: internal after sale service by Jaeger Lecoultre own atelier. Jaeger Lecoultre Customer Service 9 watchmakers 5000 repairs per year
- 29. Distribution - Masterclass The masterclass allow you to step in the workshops of the manufacture. A fantastic way to discover the expertise, the know how and also the complexity needed by the watch makers. The brand ensure a memorable experience to fidelize its clients.
- 31. PLACESPROMOTION PRODUCT PRICE Removal of point of sale to upgrade the image 4 000€ - more than 60 000€ Luxury Watchmaking Tailored Products Focus on craftsmanship but they need to create volume communication to reach a wider target
- 32. They aren't our target today but tomorrow they will be Be visible by launching a new product for millennials Engage new consumers
- 33. The Product SMART REVERSO Android wear 2.0 (used on most smartwatches, compatible with iOS, Windows, Blackberry) Snapdragon 2100 Processor 512 MB of RAM + 4GB of storage Water Resistant Google voice control Android Pay Up to 3 days batterie life Watch face customization Connected to an App on smartphone Seamless digital experience Start 3 000€ - 50 000 watches
- 34. Manufacturing Production and Customer Service integrated in the manufacture Need to recruit an internal IT team 2-3 people The IT team will also operate the app and others digital initiatives
- 35. COMMUNICATION - Teasing CtrlEdit Software Used to create multiplechoice movies Possible to use a licence Cost of a movie: 500 000€ minimum Late Shift App/cinema/Web Budget: 1,5M CHF 5 Hours of film 180 Choices Experience Between 60 & 90 min 7 different ending
- 37. 37 Asian Market - Influencer InfluencerHistory VolumeImage
- 38. Shanghai - Bar Rouge Mapping - Storytelling jaeger Virtual Reality Experience social Medias #iamReverso Launching event ModernityTradition Innovation
- 39. Distribution Available online but pick up in store Also available directly in store Stores Shanghai Singapour Hong Kong Tokyo Seoul
- 40. T H A N K Y O U