A Two Week Snapshot of What’s Trending in the Luxury Watch Industry (30 May – 13 June 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 About our methodology: 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 - and a social listening tool, allowing to measure and examines all online conversations.

1. THE
SOCIAL BUZZ
OF HUBLOT &
FOOTBALL

2. A Two Week Snapshot
of What’s Trending
in the Luxury Watch Industry
30 May – 13 June 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 MAY 30 TO JUNE 13
Percentage of conversations on luxury watches penetrated by the topic
Hublot and Football: With UEFA Euro
2016 kicking off, Hublot celebrates their
relationship with the great game
A. Lange & Söhne releases a new entry
level watch, the Saxonia Thin 37mm
Coverage on Hong Kong-based auctions
increases as Phillips’ Hong Kong Watch
Auction: Two begins
Rise in public interest of watchmakers
using enamel dials in their new designs
Michel Parmigiani, founder of Parmigiani
Fleurier, discusses his long relationship
with the watch industry
1.08%
0.92%
0.72%
0.62%
0.36%

8. VOLUME OF CONVERSATIONS
ON HIGH-END WATCHES
0
50
100
150
200
May-30 Jun-01 Jun-03 Jun-05 Jun-07 Jun-09 Jun-11 Jun-13
This period Average views per day in 2016

9. What’s been published on the HH Journal:
Fever Pitch
Examining the relationship between the high-end watch
industry and the world of football – in anticipation of
UEFA Euro 2016
Taxing Times for Swiss Watchmakers in China
Describing the consequences, the Swiss watch industry
faces with China’s introduction of a 60% important tax on
luxury goods
Kari Voutilainen, from Môtiers with love
Watchmaker Kari Voutilaninen explains how he’s coun-
tering the Michel Parmigiani/Frank Muller-model by
thinking big, but staying small.

10. ANALYSING
THE SOCIAL BUZZ
OF HUBLOT &
FOOTBALL

11. Proclaimed proudly by the watchmaking
brand, “Football makes Hublot tick! Hublot
loves football!”. Pelé, José Mourinho,
Juventus, Paris Saint-Germain, Bayern
Munich, Luiz Felipe Scolari, Falcao, Xherdan
Shaqiri, Diego Maradona, Guangzhou
Evergrande FC, Amsterdam’s Ajax and
Manchester United. All legends of the game,
and all names who have chosen to work with
Hublot at some point in their life.

12. In 2006 the Hublot did something that
no previous luxury watch brand had truly
attempted to do, dive headfirst into the
world of football. 10 years later the brand
is as committed to the sport as it has ever
been, and with the UEFA Euro 2016 kicking
off on the 10th June the brand is certainly
busy. As well as being the Official Watch for
the competition, the brand also released the
Big Bang Unico Retrograde Chronograph
UEFA EURO 2016TM, and organised a
friendly game between two icons of the
sport, Maradona and Pelé

14. “The first ever luxury brand in
2006 to plunge its foot into the
world of football. A daring move
yet a natural fusion, a commitment
ever so strong which Hublot has
maintained its solid status as the
veritable game master following on
for 10 years till today”
The Hour Glass

15. Among Influencers
4.15%
Penetration of conversations
by Hublot in Swiss Watch
related conversations
8%
Increase of Hublot mentions
against previous
two weeks
25.93%
Penetration of conversations
by football in Hublot related
conversations

16. Beyond Influencers
1,512
All online references of
Hublot in relation to Football
9.52%
Of mentions
of Hublot are in relation to
Football

18. SUMMARY

19. In previous weeks we’ve witnessed an
acceleration of activity around the relationship
between the luxury watch industry and sports.
While in many ways the relationship between
watchmaking and Football isn’t as strong as that
of Tennis or Formula 1, Hublot do appear to be
making a notable difference in this area.
Rather than merely relying on celebrity
endorsements or brand partnerships, Hublot
actively attempt to generate more noise and
social media buzz by creating Hero content and
stunts.

20. For the 2014 FIFA World Cup in Brazil the brand
created a dedicated YouTube playlist for all their
‘Hublot Loves Football Content’ – an action that
they do not repeat for other sporting events or
activities they are attached to. With Tag Heuer
partnering with Christiano Ronaldo for the
Formula 1 CR7 Limed Edition, Audemars Piguet
working with Lionel Messi for their AP Royal Oak
Leo Messi Chronograph, and David Beckham
being a notable watch collector,
the world of haute horology is set to become -
gradually integrated within the Football universe.

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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