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HOW FINE WATCHMAKING BRANDS AND THEIR CUSTOMERS
ARE EMBRACING SHARED VALUE
A Two Week Snapshotof What’s Trending
in the Luxury Watch Industry
04 October 2016 - 17 October 2016
OURMISSION
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 missionsto inform, train, recognise and organise.
Since 2005, we have promoted valuesof excellence and tradition within
an organisation that has the supportof numerous brands.
In this series of trend reportswe aim to discover which stories,
pieces of news and industry developmentsin the world of haute horology gain
the most amount of traction in the digitalsphere - uncovering why these trends
are important to the industry.
Every two weeks we’ll be diving intothe world of digital conversations to discover,
what’s trending.
SNAPSHOTOF THE PERIOD
TRENDING TOPICS AND STORIESBETWEEN OCTOBER 04 TO OCTOBER 17
Percentage of conversations on luxury watches penetrated by the topic
Last week was WatchTime New York, America’s largest Luxury watch event
Blancpain last week revealed a new member to the Fifty Fathoms collection, the Bathyscaphe Flyback Ocean Commitment II
It’s the 40th birthday of one of Patek Philippe’s most iconic watches, the Nautilus
Hublot introduces us to a new watch at WatchTime New York, the Big Bang Meca 10
Armin Strom revealed the Edge Double Barrel in Rose Gold at WatchTime New York
4.4%
1.8%
1.3%
1.1%
0.54%
VOLUME OF CONVERSATIONSON HIGH-END WATCHES
What’s been published on the HH Journal:
Fifty Fathoms, A Watch For The EliteLooking at the history of the French military watch and why the collection has become so popular.t
Patek Philippe Nautilus At 40It’s recently been the 40th birthday of the Patek Philippe Nautilus which they celebrated by releasing two limited editions.
ANALYSINGTHE SOCIAL BUZZOF FIFTY FATHOMS
BATHYSCAPHE CHRONOGRAPH
BLANCPAIN OCEAN COMMITMENT II (BOC II).
Last week Blancpain - in what looks like a world record attempt - unveiled a limited-edition watch
with the longest name ever. Introducing to the world the new Fifty Fathoms Bathyscaphe Chronograph
Blancpain Ocean Commitment II (BOC II). The piece for the first time ever, features a full blue ceramic
case, something that was previously impossible due to the impossibility of matching the colour through
two different techniques.
Only 250 off the limited-edition timepiece have been made, and for each piece sold Blancpain will
be donating 1000 euros in support of scientific expeditions. This means the Ocean Commitment provides the buyer an opportunity to become an
active participant in protecting the oceans.
Each buyer will receive benefits such as becoming a member of the ‘Ocean Commitment Circle’, private invitations to exclusive science expedition talks and
documentary films as well as an exclusive copy of “’Hans Hass, Awakening to a New World’, a book by Austrian biologist and filmmaker who was the first to establish research labs on research ships and invent a water-
resistant camera case.
“More than sixty years ago we invented the Fifty Fathoms, the first modern diving
watch. Since then we have developed important relationships with scientists, divers, governmental organizations and other ocean
pioneers.”
Mr Alan Delamuraz, Vice President and Head of Marketing
Among Influencers
3.97%Penetration of conversations by Blancpain in Swiss watch
related conversations
284.21% Percentage increase of
Blancpain mentions against the previous two weeks
54.80%Of mentions of Blancpain
are in relation to the Ocean Commitment
Beyond Influencers
2542All online mentions of
Blancpain
34.57%Decrease of Blancpain
mentions against the previous two week
9.08%Of mentions of Blancpain in
relation to Ocean Commitment
BEHINDTHE TREND
Creating a shared value between a luxury brand and its customers is critical to create long-term
equity. With the Fifty Fathoms Bathyscaphe Chronograph Blancpain Ocean Commitment II
(BOC II) , each limited-edition timepiece allows the future owners to “become an active participant in
protecting the oceans” ( Marc Junod, VP and Head of Sales of Blancpain).
A trend that deeply impacts the value chain, just as the charity impacts the very early stage of the creation process. Alongside this, the brand must also plan the roles and responsibilities of each
stakeholder, starting from the customer.
This shows an investment to transmit not only a beautiful timepiece but also a certain impact on the
world around it.
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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