MORE THAN JUST SPONSORED CONTENT:

HOW BRANDS AND PUBLISHERS ARE

FORMING PARTNERSHIPS14th December 2016 - 27th December 2016

TABLE OF CONTENTS:

INTRODUCTION.........................................03

SNAPSHOT OF THE PERIOD

Trending Topics...........................................05

Volume of Conversations......................07

ANALYZING THE SOCIAL BUZZ

Among Influencers...................................10

Beyond Influencers....................................12

THE BACKGROUND...................................13

BEHIND THE TREND.................................16

READ THE TREND.....................................21

THE METHOD...............................................22

THE FOUNDATION’S MISSION...........23

INTRODUCTION

This series of trend reports are a collaboration between London-based agency RE-UP and the Fondation de la Haute Horlogerie. They will look back over the past two weeks and

discover what’s been ‘trending’ online.

We aim to discover which watches, stories and industrial developments in the world of horology gain the most amount of coverage on the digital sphere - uncovering why these

trends are important.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN DECEMBER 14 TO DECEMBER 27

Percentage of conversations on luxury watches penetrated by the topic

Tag Heuer are set to release the Carrera Heuer-01 with a black ceramic dial

Hublot and Haute Living collaborated for DJ Khaled’s birthday, their annual mansion party and to living honour the Lennox Lewis, League of Champions Foundation

Patek Philippe museum bought what could be the first perpetual calendar watch ever, at auction

Chopard released the Imperiale Joaillerie watch

Parmigiani released the Tonda Quator Metrographe watch

0.92%

0.64%

0.64%

0.50%

0.37%

#1 #2 #3 #4 #5

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

ANALYSING THE SOCIAL BUZZ OF THE HUBLOT

AND HAUTE LIVING COLLABORATION

Image by: Haute Living

Among Influencers

3.40%Penetration of conversations

by Hublot in Swiss watch related conversations

45.45%Decrease of Hublot mentions

against the previous two weeks

14.60%Of mentions of Hublot are in relation to the Haute Living

“Go where potential customers can be found”

- Jean-Claude Biver, Hublot, Chairman of the board

Beyond Influencers

11,319All online mentions of Hublot

32.44%Decrease of Hublot mentions

against the previous two weeks

0.61%Of mentions of Hublot in relation to Haute Living

THE BACKGROUND

Since Jean Claude-Biver became the mastermind behind Hublot, they have gone from strength to

strength. They have sponsored some of the biggest sporting events on the planet - including the FIFA world cup, and have collaborated with everyone from tattoo

artists to car manufacturers.

However, over the past several months Hublot have begun to build partnerships with online luxury blogs

and magazines, most notably, Haute Living.

Image by: Haute Time

The partnership is a lot less content-based and more events orientated with Haute Living being the exclusive

media partner for a lot of Hublot’s recent events. In December alone, the brand collaborated on a yearly

mansion party, a celebrity birthday party and a charity brunch among many other events.

BEHINDTHE TREND

Jean-Claude Biver has made a name for himself within Fine Watchmaking through his innovative and intelligent leadership and that is exactly what this latest partnership

displays.

Because the digital landscape is so saturated with badly written and poorly researched articles it’s easy for a brand

to lose the trust of online readers with uninteresting or obviously paid for/sponsored content. By partnering with

online blogs and magazines, Hublot have a chance to build trust with their readership.

It isn’t by chance that Hublot have chosen to partner with Haute Living, either. Haute Living’s audience are interested in more than just watches - they live and breathe luxury.

Image by: Hublot

The webzine gives Hublot security, knowing that they can trust them to produce content off the back of

the events in which the two partner for. CEO of Haute Living, Kamal Hotchandani is also a very well connected

man and gives Hublot the chance to team with influencers that would possibly otherwise not be willing

to work with the brand.

The global community it has access to will already be familiar with the brand so the partnership presents an

opportunity for Hublot to show their philosophy, rather than simply their products. By hosting events, creating

interesting content and connecting with influencers that the readers already have an interest in, Hublot are showing that they aren’t simply trying to sell them a

watch, but become a part of their lifestyle and improve

Image by: Haute Living

Hublot - In top gearHublot collaborated with Ferrari to create a limited edition timepiece

Swiss watch industry woesWith Swiss watch exports in decline Hublot reported growth in the last quarter of 2016

READ THE TREND

THE METHOD

We use two key social listening tools to gather the raw data we have analysed for this report.

The first, an in-house bespoke database of 2000+ influencers and online sources within luxury and

watches - with the ability to gather insight into six month’s worth of online buzz.

The second, a social (and media) listening tool that looks at multiple keywords. This allows us to measure

and examine all online conversations over a set period.

THEFOUNDATION’S

MISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship, creativity

and of course, time.

Our objective here at the Fondation de la Haute Horlogerie, is to take our 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

many Fine Watchmaking brands.

Follow us on: