A Two Week Snapshot of What’s Trending in the Luxury Watch Industry (4 October – 17 October 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.

1. HOW FINE
WATCHMAKING BRANDS
AND THEIR CUSTOMERS
ARE EMBRACING
SHARED VALUE

2. A Two Week Snapshot
of What’s Trending
in the Luxury Watch Industry
04 October 2016 - 17 October 2016

3. OUR
MISSION

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. 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. SNAPSHOT
OF THE PERIOD

7. TRENDING TOPICS AND STORIES
BETWEEN OCTOBER 04 TO OCTOBER 17
Percentage of conversations on luxury watches penetrated by the topic
Last week was WatchTime New York,
America’s largest Luxury watch event
Blancpain last week revealed a new member to
the Fifty Fathoms collection, the Bathyscaphe
Flyback Ocean Commitment II
It’s the 40th birthday of one of Patek
Philippe’s most iconic watches, the
Nautilus
Hublot introduces us to a new watch at
WatchTime New York, the Big Bang Meca 10
Armin Strom revealed the Edge Double Barrel in
Rose Gold at WatchTime New York
4.4%
1.8%
1.3%
1.1%
0.54%

8. VOLUME OF CONVERSATIONS
ON HIGH-END WATCHES

9. What’s been published on the HH Journal:
Fifty Fathoms, A Watch For The Elite
Looking at the history of the French military watch
and why the collection has become so popular.t
Patek Philippe Nautilus At 40
It’s recently been the 40th birthday of the Patek
Philippe Nautilus which they celebrated by releasing
two limited editions.

10. ANALYSING
THE SOCIAL BUZZ
OF FIFTY FATHOMS
BATHYSCAPHE
CHRONOGRAPH
BLANCPAIN OCEAN
COMMITMENT II (BOC II).

11. Last week Blancpain - in what looks like a world
record attempt - unveiled a limited-edition watch
with the longest name ever. Introducing to the world
the new Fifty Fathoms Bathyscaphe Chronograph
Blancpain Ocean Commitment II (BOC II). The piece
for the first time ever, features a full blue ceramic
case, something that was previously impossible due
to the impossibility of matching the colour through
two different techniques.
Only 250 off the limited-edition timepiece have
been made, and for each piece sold Blancpain will
be donating 1000 euros in support of scientific
expeditions. This means the Ocean Commitment
provides the buyer an opportunity to become an
active participant in protecting the oceans.

12. Each buyer will receive benefits such as becoming a
member of the ‘Ocean Commitment Circle’, private
invitations to exclusive science expedition talks and
documentary films as well as an exclusive copy of “’Hans
Hass, Awakening to a New World’, a book by Austrian
biologist and filmmaker who was the first to establish
research labs on research ships and invent a water-
resistant camera case.

14. “More than sixty years ago we invented
the Fifty Fathoms, the first modern diving
watch. Since then we have developed
important relationships with scientists, divers,
governmental organizations and other ocean
pioneers.”
Mr Alan Delamuraz, Vice President and Head of Marketing

15. Among Influencers
3.97%
Penetration of conversations
by Blancpain in Swiss watch
related conversations
284.21%
Percentage increase of
Blancpain mentions against
the previous two weeks
54.80%
Of mentions of Blancpain
are in relation to the Ocean
Commitment

16. Beyond Influencers
2542
All online mentions of
Blancpain
34.57%
Decrease of Blancpain
mentions against the previous
two week
9.08%
Of mentions of Blancpain in
relation to Ocean Commitment

18. BEHIND
THE TREND

19. Creating a shared value between a luxury brand
and its customers is critical to create long-term
equity. With the Fifty Fathoms Bathyscaphe
Chronograph Blancpain Ocean Commitment II
(BOC II) , each limited-edition timepiece allows the
future owners to “become an active participant in
protecting the oceans” ( Marc Junod, VP and Head
of Sales of Blancpain).
A trend that deeply impacts the value chain, just
as the charity impacts the very early stage of the
creation process. Alongside this, the brand must
also plan the roles and responsibilities of each
stakeholder, starting from the customer.

20. This shows an investment to transmit not only a
beautiful timepiece but also a certain impact on the
world around it.

21. 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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