SIHH 2017:IMMERSING THE

CONNECTED CONSUMER INTO FINE

WATCHMAKING11th January 2017 - 24th January 2017

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 STORIESFROM THE 11TH TO THE 24TH OF JANUARY

Percentage of conversation about Fine Watchmaking* brands penetrated by the topic*Fine Watchmaking defined by the parameters set by the Fondation de la Haute Horlogerie in their white paper report

Two weeks ago FHH hosted their annual watch event SIHH 2017

A big trend at SIHH was the use of perpetual calendars within timepieces

Another emerging trend from SIHH was black dials

H. Moser & Cie created the most Swiss watch ever with the ‘Swiss Mad Watch’

Cartier re-released their coveted Panthere collection at SIHH

31.3%

4.3%

4.1%

1.8%

1.1%

#1 #2 #3 #4 #5

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

ANALYSING THE SOCIAL BUZZ OF

SIHH 2017

@whatsonherwrist

Among Influencers

31.3%Penetration of conversations

by SIHH in Swiss watch related conversations

664.37%Increase of SIHH mentions against the previous two

weeks

10.07%Of SIHH mentions are in

relation to the phrase‘Swiss Watch’

“I think that brands are really working on their DNA’s. By coming back to those codes, I hope that the next few years will be very creative.”

- Emmanuel Gueit, watch designer

Beyond Influencers

11,462All online mentions of

SIHH

367.07%Increase of SIHH mentions

against the previous two weeks

21.41%Of SIHH mentions in relation to

Swiss Watches

THE BACKGROUND

2017 marked the 27th annual Salon International de la Haute Horlogerie Geneva (SIHH). Since 1991 SIHH has carved its place as the foremost event in Fine

Watchmaking. Each January exhibiting Maisons present their latest timepieces and the newest trends are

unveiled.

Each year, the event spotlights each exhibiting brand in a thoughtfully designed setting, it remains true to its

fundamental vocation as an important and exclusive rendezvous for the sector.

@plazawatch

The event gave visitors the chance to meet theprofessionals behind the watches, spot future trendsand exchange with the historic Maisons as well as the

new waves of independent artisan-creators,the Carré des Horlogers.

The event also opened its doors to the public. This, a first for SIHH, helped to increase footfall to 16,000 and showed FHH’s efforts to update the prestigious event.

BEHINDTHE TREND

SIHH 2017 showed innovation from both FHH and exhibiting brands in many ways. Facebook Live and

Instagram Stories helped to show the world that the Swiss Watch Industry is working hard to update its image.

The event kicked off on Monday with Fabienne Lupo, Chairwoman and Managing Director of Fondation de la Haute Horlogerie giving a speech during which she welcomed key figures in Geneva, the committee, the

exhibitors and finally the public. She said “Faced with a world that is being segmented and choosing

self-withdrawal the exhibitors Committee on the contrary, has decided to open the doors of the exhibition and has

opted for welcome as its key word.”

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#2 IWC

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#3 #4 #5

Many brands are coming to terms with the difficulties that lie ahead and have begun to step back into

reality. During SIHH 2017 brands ‘toned down’ their offerings and extended their entry-level ranges - even lower prices in some cases. Useful complications took

precedence and emphasis is now on classic forms. Materials are, mostly, more subdued.

This isn’t to say that Fine Watchmaking is stepping back from innovation, the Rotonde De Cartier Mysterious Double Tourbillon, is just one watch that is proof of

this. Technical and precious watchmaking continues to push boundaries, this year simply shows that brands are beginning to give themselves a sound footing in reality

in order to rebuild themselves.

A sound footing and a broad one as for this year, for the very first time, Fine Watchmaking embraced the breadth of influence within social media. They did so by showing and explaining all the subtleties of Fine

Watchmaking, from the artisans themselves to watch design.

Another proof that the industry is fighting back and working hard to secure future customers by strongly

educating and deconstructing their know how and not only showing the ostentatious of luxury.

@audemarsaholic

SIHH 2017 – HighlightsA short highlight video of this year’s event including watches and celebrity attendees

READ THE TREND

10 ladies’ watches at SIHHTen of the best women’s watches from SIHH 2017

The standout watches at SIHH 2017 (1)A video of some standout watches from SIHH 2017

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.

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