Todos os anos, por ocasião do Salon International de la Haute Horlogerie (SIHH), em Genebra, o Digital Luxury Group divulga os resultados de 15 marcas do sector de Alta Relojoaria no WorldWatchReport™, o principal estudo de mercado na indústria da relojoaria de luxo. A versão completa do estudo, que cobre 40 marcas e 20 mercados, estará disponível em Março, por ocasião da Baselworld.
As principais conclusões do estudo preliminar:
- a China já é o principal mercado para a Alta Rellojoaria
- um em cada seis pedidos de informação provém de comunicações móveis
- IWC, Patek Philippe e Zenith são as marcas de Alta Relojoaria mais procuradas
- O modelo Royal Oak da Audemars Piguet passa pela primeira vez à frente do Reverso da Jaeger-LeCoultre nas buscas online
- Singapura é um país de conhecedores de relojoaria
- a Jaeger‑LeCoultre é saudada pelo seu Gyrotourbillon
- a IWC destaca-se nas redes sociais
Do estudo:
1. China becomes the #1 market for Haute Horlogerie
For the first time since the launch of the WorldWatchReport™ in 2004, China overtakes the United States to become the market with the highest demand for Haute Horlogerie , with nearly 25% of the international search market share, vs. 21% for the US.
2. 1 out of 6 queries are made from a mobile device
Nearly 17% of the global searches for Haute Horlogerie are now performed through web enabled mobiledevices. The share of mobile searches are particularly high in Japan, where it represents almost 50%.
3. IWC, Patek Philippe and Zenith are the most searched-for Haute Horlogerie brands
IWC (23%), Patek Philippe (16%) and Zenith (11%) capture 50% of the demand expressed for Haute Horlogerie brands internationally via search engines.
4. Audemars Piguet’s Royal Oak dethrones Jaeger-LeCoultre’s Reverso
For the first time in three years, Jaeger-LeCoultre’s Reverso has lost first position as the most wanted Haute Horlogerie model. The watch now finds itself in the third place behind Audemars Piguet’s Royal Oak and IWC‘s Portuguese.
5. Singapore, a land of connoisseurs
Singapore is emerging as the country where the clientele expressthe most advanced knowledge of Haute Horlogerie models, with 18% of the demand directly linked to model names, rather than just brand names alone.
6. Jaeger-LeCoultre acclaimed for its Gyrotourbillon
The Le Sentier-based brand captures most the demand related to ‚Tourbillon‛ movements. In contrast, IWC – which is the most searched-for Haute Horlogerie brand – ranks only in 8th position, with a lower number of searches related to technical terms.
7. IWC shines on social networks
Active on Facebook, Twitter and Sina Weibo, IWC has established itself as the most advanced Haute Horlogerie brand in terms of Social Media. On Facebook, IWC maintains a high engagement rate and has a community – 230,000 people strong – which is more than twice the size of its nearest rival Jaeger-Le Coultre (85,000).
Haute Horlogerie brands tracked: A. Lange & Söhne, Audemars Piguet, Blancpain, Breguet, Frank Muller, Girard-Perregaux, IWC, Jaeger-LeCoultre, Jaquet Droz, Patek Philippe, Richard Mille, Roger Dubuis, Ulysse Nardin, Vacheron Constantin, Zenith.
Markets analyzed: Brazil, China, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Qatar, Russia, Saudi Arabia, Singapore, Spain, Switzerland, Thailand, Taiwan, United Kingdom, United Arab Emirates, United States.
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