Luxury Watches

Luxury Watchescommunicate your strategy

Napoli 28 maggio 2008

Marketing & Vita Liquida

• “La vita liquida è una successione di nuovi inizi, una vita precaria, vissuta in condizioni di continua incertezza”

• “Ciò che conta è l’appartenenza, la velocità, non la durata”

• “Il mercato subirebbe un colpo mortale se lo status dell’individuo non si sentisse a rischio…Il marketing è concentrato sull’obiettivo di impedire che le opzioni si chiudano e i desideri siano finalmente appagati”

• “…l’accento non cade sull’obiettivo di suscitare nuovi desideri ma su quello di offuscare i vecchi per preparare il terreno a nuovi acquisti…”

Zygmunt Bauman – Vita Liquida – Ed. Laterza

Mass vs. Class

• Commodization of Luxury (?!?!?)

Are we dreaming the same dream?

• “We are not in the business of selling handbags. We are in the business of selling dreams…”(Robert Polet – CEO Gucci Group)

• 94,3% of Japanese women in their 20s own a Louis Vuitton item

Who owns the shelf?

• Brands are squeezed by: Retailers (Harrods, Bloomingdale’s,

Takashimaya, La Rinascente, Ka.De.We., Printemps, Wal-Mart, H&M, …)

Shoppers (they adore the whole process of shopping that has come to dominate their lives, finding their identity through the very act of shopping)

Commodization of luxury (capital markets require year after year of revenue growth)

Media (brand selection has replaced brand awareness as the main brand communication focus)

The Golden triangle

A “bathtub” marketw

illin

gness

to s

pend in w

atc

hes

watch price

affordability fashion exclusivity

Newcomer’s trapEmerging CountriesHappy fews

New affluents

economic pressure on customers

price competition

Watches Communication Strategies

8

Trade Exibitions & Fairs

Sector (2005) Exhibitors (no./%) Exhibition area (m2/%)

Watch brands 326 15.3% 60,516 54.4%

BASELWORLD is the leading event for the watch and jewellery industry.

More than 2,100 exhibitors - specialists in watches, jewellery, precious gems and related

brands - showcase their latest products to the industry.

Visitors can browse through a select assortment of products in luxurious surroundings

covering over 160,000 m2 of exhibition area on several floors.

Products sectors are clearly segmented and divided between the six exhibition halls. Watch

brands, jewellery brands and related brands have their own halls and there are also national

pavilions. A show designed to give you a complete market overview and provide you with an

ideal business platform.

Every year in spring time, over 94,200 retailers and wholesalers from all over the world make

the journey to Basel to visit this presentation of the latest trends and creations.

Trade Exibitions & Fairs

Trade Exibitions & Fairs

Trade Exibitions & Fairs

Trade Exibitions & Fairs

The event is organised by the “Fondation de la Haute Horlogerie”, founded in early 2005, a private law foundation created on the initiative of three founding members: Audemars Piguet, Girard-Perregaux, and the Richemont Group.

Objective of the event is:

“To meet the expectations of participating brands wishing to receive their internationally based customers in optimal conditions”

In 2006 the sixteenth edition had be hosted by the Hall 6 on Palexpo (Geneve) covering an area of 24,000 m2, with an attendance of nearly 13,000 trade operators coming from all over the world with a strong presence of Russia, China, India.

Trade Exibitions & Fairs

Trade Exibitions & Fairs

Trade Exibitions & Fairs

90% male90% female

Communication Strategy Positioning

fashion craftsmanship

tradition

easy life

fashion accessory

“push the brand”

the best toy you can buy

“play with the brand”

at the top

“brand at its best”

quality never goes out of style

“reassure with the brand”

Best in town go along together

Comarket with another best in a brand-consistent niche

(luxury cars)

reassure best

brand play

Reassure while innovating

Introduce technology filtered by your brand values

(analog & digital dial)

reassure best

brand play

The best just for the happy fews

segment your top customerssegment your top customers

Comarket with another best in a brand-consistent niche, add on top a limited edition add on top a limited edition

effect

(luxury cars)

reassure best

brand play

I’m the one

Build a history of reputation against your competitors.

You’re market benchmark

(or you pretend to be so)

reassure best

brand play

You know what we’re talking about, don’t you?

Build a sense of community among your top customers

(If you ask what’s that, you don’t deserve it.)

reassure best

brand play

Diamonds are forever

Reassure she’s the one

(diamonds are girl’s best friends)

reassure best

brand play

Diamonds are forever

Reassure she’s the one

(more casual look with the steel bracelet)

reassure best

brand play

On every occasion

Play with life.

There’s no reason to lose your style.

reassure best

brand play

The good old times

Buy it!

It’s perfect for your everyday life, lifelong…

reassure best

brand play

Cool! Is it Puma?

Innovate and reinforce the brand

(watch is extremely light as Puma snickers are)

reassure best

brand play

It’s new, but with a long tradition…

Reassure with some female touch.

(a cup of hot tea in a warm house)

reassure best

brand play

It’s new, but with a long tradition…

While men are doing some real men work…

(...being at sea...)

reassure best

brand play

Use a testimonial

Not for exclusivity positioning and limited editions

Product placement in movies and in the daily life of your testimonial is usually more

efficient

reassure best

brand play

Use a testimonial and a cause

Use a testimonial, a charity cause, and your brand, to build your brand image

(support schools, help preventing cancer and environmental

disasters all at the same time…)

reassure best

brand play

Get set…Ready…Go!

Craftsmanship at its best, combined with limited edition

Only the bravest will get it!

reassure best

brand play

Technical Excellence

Craftsmanship at its best, combined with a little more

classical touch, for even more exclusivity.

Grand complication at top

reassure best

brand play

Finally, we made it!

Reassure you’re no longer just one of jewellery top three

brands. Finally customers can have at the same time italian

design & swiss watch craftsmanship.

(First tourbillion built 100% in house)

reassure best

brand play

Push, push, push the brand

Shoot right at your target!

(you can wear as many watches you feel like)

reassure best

brand play

Push, push, push the brand

Make your customer advertise your brand

(watch and bracelet combined together)

reassure best

brand play

Brand pushing (even more...)

Just in case you need to complement a Prada total

look with a watch

(watch blend in the background with the other

products)

reassure best

brand play

38

Product Placement – for her

Watch as part of coordinated fashion look

(a result of PR activities)

reassure best

brand play

Product Placement – for him

Watch as part of a man coordinated look

(no fashion, 100% technique)

reassure best

brand play

Here, we go!

Building image and reputation

(getting out of newcomer’s trap fast)

reassure best

brand play

It’s brand power, baby!

Rolex

(what else?)

reassure best

brand play

The Pink Panther...

Cartier

(what else?)

reassure best

brand play

The Jeweller of Kings...

Cartier

(emphasis on Jeweller image)

reassure best

brand play

Reassure

Reassure + Top

Top

Top

Top

Fashion - Branding

Fashion - Branding

Ooops!

The next watch market killer?

?

?

?

?

reassure best

brand play

Domande & Risposte

• C’è qualcosa da migliorare?• C’è qualcosa da meglio chiarire?• Visibilità delle slides?• Tempistica?

Ringraziamenti & Riferimenti

• Grazie della Vostra attenzione

Ing. Fabio O. BernardiniCell. +39 3383497750email: fabio.bernardini@gmail.com (provvisorio)Via della donnicciola, 3300030 San Cesareo - Roma