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 ‘THE DEEP BLACK’
COLLECTION

2. A Two Week Snapshot
of What’s Trending
in the Luxury Watch Industry
13 June – 27 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 JUNE 13 TO JUNE 27
Percentage of conversations on luxury watches penetrated by the topic
Omega launches new range
of Seamaster Planet Ocean’s…
the ‘Deep Black’ collection
Richard Mille collaborates with graffiti
artist Cyril Kongo for their
RM 68-01 Tourbillon
Armin Strom celebrate their partnership
with F1 driver Max Chilton with their new
Edge Double Barrel Max Chilton Edition
Chopard introduce the Superfast Chrono
Porsche 919 Black Edition in time for
the 24 Hours of Le Mans 2016
IWC celebrate the life of racing driver
Rudolf Caracciola with the Ingenieur
Chronograph Edition ‘Rufolf Caracciola’
1.93%
1.29%
1.29%
0.99%
0.79%

8. VOLUME OF CONVERSATIONS
ON HIGH-END WATCHES
0
50
100
150
200
250
Jun-13 Jun-15 Jun-17 Jun-19 Jun-21 Jun-23 Jun-25 Jun-27
This period Average views per day in 2016

9. What’s been published on the HH Journal:
Ceramic Takes the Plunge
Introducing the Seamaster Planet Ocean ‘Deep Black’
collection, the new range by Omega that adds to their
already iconic collection of Dive watches
Richard Mille – The “Wow” watch
Presenting the new Richard Mille RM 68-01 Tourbillon
Cyril Kongo – described by the HH Journal as
“probablythe coolest watch around”

10. ANALYSING
THE SOCIAL BUZZ
OF ‘THE DEEP BLACK’
COLLECTION

11. You don’t have to be a watch expert to known that
Omega have a fair few iconic dive watches. I mean
where would James Bond be without his Omega
Seamaster Diver 300M?
At this year’s Baselworld Omega updated their
popular Seamaster Planet Ocean collection with
their new ‘Master Chronometer’-rated, in-house
movements. To add to that excitement Omega
have now released a new range of four ceramic
models, known as the ‘Deep Black’ collection.

12. The Planet Ocean collection are renowned as being
state-of-the-art and highly durable. The ‘Deep Black’
watches can withstand 600m of water depth and
resist magnetic fields of 15,000 guass.
Furthermore, on two of the particular versions
Omega have blended rubber with ceramic to create
a coloured bezel, highlighting the first 15 minutes -
the watchmakers specifically chose Red and Blue for
these watches, as they are the first and last colours
you stop seeing when you dive deeper into water
(Red at 5m and Blue at 275m).

14. “Sure, you’ve heard of black,
but have you heard of
“deep black”? You have now, thanks to
premiere watch brand Omega, who has
just unleashed a collection of watches
so unique the company had to invent
colour names just to talk about them”
Many of Many Blog

15. Among Influencers
17.44%
Penetration of conversations
by Omega in Swiss Watch
related conversations
0.28%
Increase of Omega mentions
against previous two weeks
11.08%
Penetration of conversations
by the ‘Deep Black’
collection in Omega related
conversations

16. Among Influencers
17.44%
Penetration of conversations
by Omega in Swiss Watch
related conversations
0.28%
Increase of Omega mentions
against previous two weeks
11.08%
Penetration of conversations
by the ‘Deep Black’
collection in Omega related
conversations

18. SUMMARY

19. As one of the biggest luxury watchmakers in the
worlds, Omega consistently drive interest among
social media and online users – regardless of
whether or not they actually have any new
releases or current brand news.
The fact that only 0.28% of all onlind
conversations related to Omega actually
mentions their new ‘Deep Black’ collection
merely reflects the wide-ranging discussion
surrounding the watchmaker.

20. This is slightly different when solely focusing
on actual watch aficionados who specifically
produce watch-related content for blogs and
online publications. For this group of online users
it is qualities, such as the brands dedication
to continuingly investing in new technological
innovation for their Diver watches, that maintains
a strong social pulse around Omega. While
much of the conversations on the “Deep Black”
collection do mention the design and style of the
watches, nearly always the point-of-focus
is on the mechanics, features and Omega’s
attention to detail.

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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