THE OSCARS OF WATCHES

22nd February - 7th March

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 8TH FEBRUARY TO 21ST FEBRUARY

Percentage of conversation about Fine Watchmaking* brands penetrated by the topic, on a sample of 1,000 articles*Fine Watchmaking defined by the parameters set by the Fondation de la Haute Horlogerie in their White Paper report

On February 26th, Hollywood’s biggest yearly event took place, The Oscars.

In the build-up to Baselworld 2017, people started predicting what was going to be unveiled at this year’s event.

Perpetual Calendar, a favourite complication for many watchmakers started to trend online.

Tag Heuer recently released a new Carrera Heuer-01 with a smaller 43mm case size.

Rubber Straps were again being talked during this period.

4.74%

4.12%

3.69%

3.37%

2.85%

#1 #2 #3 #4 #5

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

ANALYSING THE SOCIAL BUZZ OF

THE OSCARS

James Cameron and @Rolex

Among Influencers

2.45%Penetration of conversations

by the expression ‘Oscars’ in Swiss watch related

conversations

1.17%Penetration of all

conversations by the expression ‘Oscars’

720%Increase of ‘Oscars’ mentions

against the previous two weeks

“It’s a once-in-a-lifetime experience to go to a jaw-dropping event like the Oscars so I chose to wear an equally jaw-dropping timepiece.

It embodied the Oscars via exclusivity, rarity (only eight in the world), prestige, class, etc. ... “

- Aldis Hodge, on his Greubel Forsey DoubleTourbillon 30° Technique Sapphire

Beyond Influencers

310,211All online mentions of

‘Oscars’

723.74%Increase of ‘Oscars’ mentions

against the previous two weeks

0.25%Of mentions of ‘Oscars’ in relation to Swiss Watches

THE BACKGROUND

The Oscars were held on the 26th Feb at Dolby Theatre in Hollywood and beyond the amazing talents and movie mix-up, our attention turns to the red carpet, where every

year celebrities parade around clad head to toe in their favourite designer outfit… and watch, it seems.

The Oscars is arguably the ultimate platform for brands to confirm their dominance by showcasing their (usually new) timepieces, on the wrist of prominent celebrities.

Because no good suit or dress would be complete without being paired with a good watch.

@montblanc

Jamie Dornan was seen with the Cartier Drive in white gold paired with his white tux and Chris Evans was

wearing Montblanc Star Classique Automatic in rose gold to match his blue tux - both watches were released

during SIHH 2017.

This year 34.4 million people watched the Oscars - it will probably be the most watched non-sporting event in the U.S. this year. Before the actual ceremony takes place, the red-carpet is rolled out and celebrities are all interviewed

on who they are wearing and why. This sort of PR is almost impossible for brands to buy.

BEHINDTHE TREND

Influencers are set to be the biggest marketing trend of 2017 and brands are seen to be climbing over each other

to have theirs seen on the biggest celebrities, on the biggest stages.

In the case of the Oscars, brands are able to display their new timepieces across all media platforms; they are

spoken about on TV, through online media, magazines and even the social media channels of the influencers who are

sporting their watches.

Omega brand ambassador, Nicole Kidman was actually seen wearing a vintage watch from the Omega Museum at the ceremony. Another great example of the power of

influencers being harnessed was Aldis Hodge.

@Omega

A keen watch collector himself, Aldis was seen at their event wearing one of his own timepieces, a Greubel

Forsey. However just before the event, Aldis posted an image on his Instagram of an Oscars invite and a Bovet pocket watch - he even went as far as to tag Bovet PR

agency, who clearly gave him the piece to wear.

In a world where marketing techniques are becoming more and more farfetched, when it comes to events as prominent as the Oscars, sometimes the best type of advert is simply to have your timepieces on the wrist of the biggest celebrity. It’s influencer marketing at its

simplest and most effective.

@aldis_hodge

Greubel Forsey Double Tourbillon Technique BlackCheck out the Greubel Forsey Double Tourbillon, a variation of which was seen on Aldi Hodge’s wrist at the Oscars

READ THE TREND

His name isBrosnan…Pierce Brosnan reminisces one of his many Oscar’s experience. Find out which one!

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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