Article #1
Pop-Up stores: a retail strategy
#RetailStrategy #PopUpStore #GaleriesLafayette #MassimoBianco #Chaumet
As it is really difficult to buy a precious ring or a high jewelry necklace online, the industry of luxurious watches and jewelry have to enhance their retail strategy. If we take the example of watches specialists such as Rolex or Breguet, they have their own retail shop or flagship but they also invest a lot in multi-brands wholesalers. At the contrary, Cartier, since 2018, only sell its product in their own shop Cartier like an exhibition. Since the beginning of 2018, they stand up for closing all they multi-brands wholesalers over the country. But Chaumet has, again, a different approach of the retail strategy. Since a couple of years, Chaumet invest a lot on Pop-Up stores which permit to be seen in many places at the time but in a short period. I really appreciate this kind of strategy because it is very visual and customer oriented.
For example, on Tuesday the 9th of October, Chaumet Paris has opened a new Pop up Store at Le Printemps in Paris.
Why? Their actual shop is closed for renovation. Actually, the Maison Chaumet is implementing a new architectural concept in all their shop. First it was the Galerie Lafayette shop and then the François 1er street in 2017.
The codes applying there are the “épis de blé”, the nature, the link and the empress Joséphine which are the main symbols of the house. All the raw materials have been found thanks to a wonderful team of architects and the best artisans of Paris take place on the project. The new shop will re-opening in January 2019.
Another example is a Pop-Up store in the Chaumet wholesaler Massiomo Bianco in Alicante, Spain. The 29th of October, in Alicante (Spain), in the wholesaler Massimo Bianco, Chaumet has designed a wonderful temporary shop.
The wholesaler Massimo Bianco is used to dedicate a huge space of his shop to let brands express themselves.
Last Monday, it was the turn of Chaumet which has created a sensual Pop-Up around its new collection of Joséphine.
In this pop-up, customer can observe wonderful pieces, watch a film of the maison Chaumet, have a sit and appreciate the place or take a photo with wonderful tiaras to feel like a princess.
Alicante is full of fortune Spanish people and tourists from Asia or Russia which will really enjoy visited the pop-up.
- Victoire
Source:
personal visit & personal photographies & personal video.
Article #2
The place of Celebrities, a strategic challenge for our brands
#CelebrityMarketing #BrandStrategy #EvolutionStrategy #SophieMarceau #Influencers #Instagram #Mascot #Josephine #Chaumet #Cartier #Berguet #AudemarsPiguet #Rolex
Nowadays, 20% of communication campaigns in the worldwide are dealing with key opinion leaders. This market represents about 25 billion $. But most of the publishers still using traditional methods like relational network or empiric research. (brandandcelebrities.com, 2011) The luxury jewelry and watch industry has a very particular approach of the place of celebrities in their strategies. Actually, none of them has the same strategy and that’s why that’s interesting to compare their vision.
For the case of Chaumet, since 2017, they stand up for a strategy without celebrities none influencers. Actually, the brand used to include celebrities and influencers at the top of their strategy from 2000 to 2017. For example, Sophie Marceau from 2010 to 2015 used to be the visage of the brands with printed advertising campaign and videos on YouTube.
YouTube.com
Lemondedelapub.com, 2012
The idea was to enhance the image of Chaumet to be the brand of the Parisian women. Then, Chaumet make the necessary transition of Instagram and recruit influencers for the launch of their “Jeux de Liens” collection in 2016. The three influencers chosen were Anne-Laure Mais (Adenorah), Mary Leest (Maryleest) and Jessie Bush (We The People) which became the ambassadors of the “Jeux de Liens” collection. For the first time, there is only one French girl in this trio (UK, RussioUSA and French) which prove the aim of the brand to radiate abroad. For the promotion, Chaumet invites the three personalities in Santorini, Greece for a shooting / holidays. Then, the three influencers have posted photos on their Instagram account with the hashtags #ChaumetLiens, #JeuxDeLiens and #Chaumet. (brandandcelebrities.com, 2016)
Instagram, 2016
But since 2017, Chaumet decides to focus on their historical values and illustrate the brand with the Impératrice Joséphine, wife of Napoléon, which was the main customer of the House. The woman has also a collection dedicated to her which has her name “Joséphine Collection” This is a “mascot” strategy.
Luxemagazine.com, 2004
About the other brands, Breguet, such as Chaumet, use the visage of Joséphine as a “mascot” in order to focus on their heritage and on the prestige of the brand.
In another hand, Cartier, even if the brand is strongly represented on the red carpet, use their symbolic animal: The Panther in their brand strategy of communication. The idea is to make Cartier recognizable in the worldwide thanks to this animal which is the symbol of strength, agility and elegance.
According to Audemars Piguet, the communication is in the elegance. They focus on elegant sports such as Golf and Tennis. The brands give some watches to sports personalities such as LeBron James a famous basketball player or Serena Williams a superstar of tennis. Audemars Piguet also use the visage of Arnold Schwarzenegger in the movies of the actor. (davidsw.com, 2018) Even if the brand use celebrities for its image, they take care of targeting a special type of personalities (for example in the sport field) and never talk about them in their social network (never on Instagram for example). It’s a question of elegance and subjectivity!
Even if luxurious brands have the strategy to not be represented by celebrities, Rolex choose to take a totally different strategy. In fact, the strategy of Rolex is to be put celebrities at the heart of their communication. They have partnership in golf, tennis or formula 1 shows and target only champions. Instead of the other brands of the industry, Rolex use the image of celebrities to communicate on social network like Instagram. The brands regularly post content in reference of a celebrity for example the famous Tiger Woods who is one of the visages of Rolex.
Instagram.com, 2018
This strategy is the same as mass media and is totally different than the other brands above. Rolex use the same communication plan as a luxurious fashion brand but not as a luxurious watches brand. I think that we can say that this bias is very audacious but isn’t it a bit “bling-bling”?
-Victoire
Sources:
https://brandandcelebrities.com/notre-vision/
https://brandandcelebrities.com/blog/bijouterie-chaumet-influenceuses-collection-jeux-liens-2016/
https://www.youtube.com/results?search_query=chaumet+sophie+Marceau
Article #3
Cartier gives a great lesson of brand content
‘Culture cross média’, a French online magazine, in this particular article, the journalists discuss how Cartier uses brand content to define their brand. Here, the editor underlines the fact that brands are more are more using brand content to refine their brand identity towards consumers. They define brand content as being: "when a brand develops its territory of communication by adopting and appropriating a universe that goes beyond the borders of its products, its service.” Cartier deliberately creates advertising campaigns that are not evidently sales oriented, meaning they do not entice the consumer directly to buy the product. On the contrary, Cartier deliberately creates content with the aim of being “entertaining and informative”, while always making sure to represent the strong values of the company. Through their choice of advertising, the brand intentionally disrupts the classic consumer and brand relationship. Even if brand content has been used by many brands for several years, it must be dealt with in a proper way, in order to reach the consumer. It is thanks to Cartier's current communication tools, that they are able to curate content with such strong narratives. Thanks to their world renown fame and prestige, Cartier is able to create elaborate communication strategies that range through 360° supports, which translates in memorable and emotion-driven content.
- Camille
Sources:
http://www.culturecrossmedia.com/cartier-donne-une-belle-lecon-de-brand-content/
Article #4
An analysis of Cartier.com
As seen on their homepage, Cartier is said to be the world leader, with a first position in the jewellery market and second place in prestige watchmaking. They claim their success is due to their prestigious 'savoir-faire' and excellence, existing since 1847. Cartier is world renowned to be a creative, modern and prestigious jewellery and watch maker.
According to the ‘webandluxe’ website, Cartier’s e-shop has only existed for a few months. It was already available since a few years for other countries such as the US and Japan but since June 2018 it was finally available in 14 countries of Europe, including France. They decided to use their most successful campaign to ‘brand’ the image of the website according the brand’s values In this article we learnt that Cartier is actually one of the last luxury ‘Maisons’s’ to create an e-commerce website, however, their website has been branded with a strong visual identity offering a very powerful selection of their products. The fact that they have such a large choice of products is misleading and leads consumers to think: ‘shouldn’t brands curate a predetermined and carefully selected list of products, instead of showcasing nearly all the product of the brand?’. However, the creation of this website has also shown that Cartier is ready to update their communication strategy and refine their brand identity by adapting to the current trends, in this case, digitalization. Cartier not only offers a wide selection of products, but the creation of the website is also a way for them to showcase their ‘savoir-faire’, their expertise and their history. This is seen thanks to the ‘La Maison’ tab, a section of the website that is dedicated to a detailed story telling around each product with detailed historical facts about the brand since its creation. (webandluxe.com/06/2013/lodyssee-commerce-de-cartier-une-creation-sans-eclat/)
When looking at their website overall, the consumer immediately understands that Cartier narrates its history through its ‘savoir-faire’ of French jewellery: “precision mechanisms made with passion, a style that stands out from all others.” (Cartier.com) There is indeed again a strong emphasis on Cartier’s culture and history. A striking fact about this brand is the fact that they use the reminiscing of the past as one of their core values with slogans such as: "Cartier the artisan of passions" which they then decided to bring online. (Cartier.com) For instance, when looking at their communication plan, Cartier is leaning its strategy towards being more and more digital. Indeed, we can notice that Cartier is slowly trying to make an impact on many different online supports. For instance, on their official website, Cartier uses videos to introduce the Maison: “Beyond the fashions and whims of the times, the Maison Cartier has forged its style by drawing on its extraordinary history, travels and exceptional encounters. Discover the stories that trace the Cartier style and legend.” (Cartier.com) On these videos, we can see behind the scenes, the actual manufacturing process of these luxury watches.
When looking at the selection that Cartier offers in terms of watches, we can see that on the homepage of the official website, watches come second after jewellery. This leads to believe that watches are not the number one expertise of the brand, yet it is still before leather goods and accessories, perfumes, gifts, home and services.
Its official website offers a wide selection:
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Exceptional creations
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Watches for men: Santos de Cartier, Ronde de Cartier, Ballon Bleu de Cartier, Tank, Drive de Cartier, Calibre de Cartier, Clé de Cartier
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Watches for women: Panthère de Cartier, Tank, Ballon Bleu de Cartier, Ronde de Cartier, Clé de Cartier, Tortue, Hypnose
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Gifts: bracelet configurator, iconic watches, new in
The first thing that appears on the watch part of the website, is a page dedicated to their presence at the SIHH (Salon International de la Haute Horlogerie Genève). Here, they present they're supposed most impressive watch collections. Each collection is illustrated with images of the watches and a narrative story. For instance, when looking at the ‘Cartier Libre collection’: "A collection that makes us lose our bearings, questions us about our visual interpretation, reveals a hidden meaning. A momentum, a diversion. Piercing perforations of the corolla of a curved watch and sprinkle all of a multitude of precious and fine stones, fear neither the scale of the volumes nor the sparkle of the gems, to retain nothing, just to savour the passage of the hours. " (Cartier.com) This page shows the consumer well indeed how much importance Cartier has towards its heritage and how it uses it to create memorable stories for each watch collection.
- Camille
Sources:
www.webandluxe.com/06/2013/lodyssee-commerce-de-cartier-une-creation-sans-eclat
Article #5
Cartier and its use of unexpected platforms
The “Journal de la Haute Horlogerie” points out the fact that millennials are more and more millennials gaining interest in the luxury industry. However, it also emphasizes that brands need to adapt their communication strategy to be more and more online face to these digital natives. According to this article, “these digital natives today have a purchasing power of around $ 200 billion in the United States alone, a figure that is in no way comparable to that for baby boomers”.
Indeed, this generation sees luxury as a long-term investment, as fine watches will only gain value over time. For brands to be able to touch directly millennials consumers, they must find a way to communicate only with them. Or at least, find a way to be visible online, on the same platform that millennials use. This way millennials would not even need to look up the brands, but they would just stumble upon these brands on their own platform, with not much effort. This is when the use of We Chat comes into place for brands. According to Elite Daily, 62% of millennials say that if a brand interacts with them on social networks, they are more likely to become loyal customers. Even though many of the luxury watchmaking brands considered social media as being to "inclusive' for such "exclusive" brands, little by little they are all adapting their strategy on these new platforms because it's the only way to reach the millennials audience and to make people talk about the brands. (journal.hautehorlogerie.org/fr/comment-les-marques-horlogeres-de-luxe-seduisent-les-milleniaux-partie-i/)
We Chat, a free messaging and call mobile application for mobile phones is a Chinese success story. According to the Chinese Marketing Agency, the most important online platform in the luxury market in We Chat. With over 850 million monthly users, this agency claims that over 35% of people's time spent on their phone is dedicated to the We Chat application. Initially, We Chat was only used as a free communication platform, such as Messenger, or WhatsApp applications. However, at present, it has become much more than that. Today, We Chat is not only a communication platform, but it’s also a way to exchange media (photos, videos, music…), a payment platform, a way to localize someone on your contact list. It also has a link with a QR code application which allows any other application with a QR code to interact with this same application, allowed a multitude of endless possibilities. (Wechat.design)
The Chinese Marketing Agency states that more and more luxury brands are using the We Chat application to promote their products. For luxury brands, this is a way to get even closer to their consumers by interacting with them and sharing marketing materials. For instance, the luxury brand Bulgari has taken part in being active on this same platform, but also Tiffany’s. (marketing-chine.com/chine/cartier-investit-massivement-wechat).
According to the “Journal de la Haute Horlogerie”, Cartier was indeed the first luxury watchmaker to appear on We Chat. They state Cartier’s collaboration with Taiwanese influences Zhang Zhen on the We Chat application. This campaign, launched in 2016, included a video created by Cartier that generated over 6 million views. The same year, Cartier launched another campaign, with a video of only 45 seconds whose views rose up to over 65 million views. Thanks to both these We Chat campaigns, Cartier apparently gained over 70 000 more followers on Instagram. This shows how strongly We Chat can have an impact on Cartier’s communication strategy, it is for them a great way to promote a product and tailor their image from fingers tips of the generation Y consumers from all over the world. (journal.hautehorlogerie.org/fr/les-horlogers-courtisent-les-influenceurs-asiatiques/)
The Chinese Marketing Agency’s article highlights the fact the actually, even though it is such an old and prestigious brand, Cartier seems to be the most successful luxury brand on We Chat: “the Maison Cartier, despite its 170 years, is a pioneer in the use of WeChat.” (marketing-chine.com/chine/cartier-investit-massivement-wechat). In fact, in 2016 they decided to create an e-shop on the We Chat application. This way, interested consumers did not even need to leave the communication application, which Cartier believed would make more profit for the brand's sales. Cartier offers a selection of over 60 products, but it also found a way to generate drive to store directly from the application. Through this application, Cartier proposes to the consumers to book a special appointment in store, so they will not have to wait once they actually go to the store. The application allows permits to send notifications of new products arrival in the store directly to the consumer. This gives an impression for the consumers of being privileged, which adds prestige the whole idea and is extremely attractive for the classic Cartier consumer. (marketing-chine.com/chine/cartier-investit-massivement-wechat).
Sources:
https://journal.hautehorlogerie.org/fr/les-horlogers-courtisent-les-influenceurs-asiatiques/
http://www.marketing-chine.com/chine/cartier-investit-massivement-wechat
- Camille
Article #6
Cartier and art of brand narrative
In this article we will be discussing about Cartier’s famous advertisement spot ‘L’Odyssée de Cartier.’ The spot reunites Cartier’s most admirable pieces, which certainly leave an impression to the viewers, “see them together and you get a very rich experience and sense of an overarching design theme.” (https://www.forbes.com/sites/arieladams/2014/06/19/how-emotion-storytelling-makes-a-difference-in-luxury-watch-sales/#38e382b43ba6) This creative advertising spot is particularly long if you compare it to other spots, with its 3.30 minutes, it makes the viewer enter the poetic universe of Cartier through the adventure of their famous panther. Its cost of 4 million euros is largely justified thanks to the quality of the creativity used. This was a way for the brand to make a mark in the minds of the public, whether they are consumers or not. Indeed, this spot has known a renowned success across the world, and it is definitely staked in the minds of the public. Its international success is due to the storytelling created around the advertisement: "the Cartier ad campaign was a resounding success. This storytelling perfectly illustrates the communication techniques used by luxury homes." https://www.lepoint.fr/art-de-vivre/l-odyssee-du-storytelling-23-05-2012
The aim of this advertisement spot of the narration of Cartier's history, in order to celebrate its 165 years of existence: "Each country marks a moment in Cartier's life as he travels around the world. Saint-Petersburg under a blanket of snow, the Great Wall of China, the Indian Taj Mahal, then the return to the Place Vendome in Paris trace the 165 years of Cartier." https://www.lepoint.fr/art-de-vivre/l-odyssee-du-storytelling-23-05-2012
Cartier's key strategy through this advertising spot is the make people minds of their everyday life, of classic advertisement they see everything, and bring make them feel a new emotion that can truly touch them, and therefore, remain in their memory. The direct aim is not top create drive to store, but to touch the consumers and communicate on Cartier’s values and heritage, a how they manage to fulfill this aim is thanks to the use of: “the past and the history of the brand that is mixed with fiction.” https://www.lepoint.fr/art-de-vivre/l-odyssee-du-storytelling-23-05-2012
Sources:
https://www.lepoint.fr/art-de-vivre/l-odyssee-du-storytelling-23-05-2012 1464586_4.php
https://www.youtube.com/watch?v=yaBNjTtCxd4
- Camille
Article #7
1999 - Breguet becomes a brand of the Swatch Group
In 1999, Nicolas Hayek acquired the French brand Breguet for 200m Swiss Francs (approximatively 180m euros). Even if the executive committee of the brand was doubtful about this decision, the position of the brand at that time did not give them the choice. Indeed, even if Breguet has been always known as a luxury brand with excellent products, the previous owner of the brand (Investcorp) did not use the good marketing strategy and brand positioning. Mr. Hayek, when he acquired the brand changed all the brand and marketing strategy of Breguet in order to restore its former glory.
Before being part of the Swatch group, Breguet was positioned as a sport brand by Investcorp. However, Swatch CEO thought that the name “Breguet” (with all its cultural and historical heritage) didn’t fit with a sport positioning. That’s why they decided to change the positioning and the marketing strategy of the brand to focus more on the history and culture related to the Maison Breguet. They launched a two-stage communication strategy. For the first one, they focused on prestigious clients of Breguet mostly historical figures such as Napoléon for instance. And the second one was based on famous book where Breguet is part of the story (examples: The Count of Monte Cristo by Alexandre Dumas). Thanks to those campaigns, the Maison Breguet, recover its historic and cultural image.
Breguet Ad (using historic figures)
Breguet Ad (using iconic books)
Nicolas Hayek didn’t stop there, he also claimed to stop the production of the Type XX (which is too sporty), and asked to focus on the Tourbillon (Breguet heritage). Once again Breguet bets on tradition.
Tourbillon
Type XX
- Yannis
Source:
Invent an identity: the case of Breguet's watches. Pierre-Nicolas Schwab. 13/03/10. intotheminds.com
https://www.intotheminds.com/blog/en/invent-identity-breguet-watches/
Pictures:
Napoléon ad: Paperink Graphics. https://paperink.graphics/products/2008-watch-ad-napolean-breguet-perpetual-calendar-watch-graphic-arts
Alexandre Dumas ad: COTE FOR PARIS VISITORS N°8 DÉCEMBRE 2008. 1001mags.com
http://fr.1001mags.com/parution/cote-paris/numero-8-decembre-2008/page-144-145-texte-integral
Type XX: Breguet.com / https://www.breguet.com/fr/garde-temps/type-xx-xxi-xxii
Type Tourbillon: Breguet.com / https://www.breguet.com/fr/histoire/inventions/tourbillon
ARTICLE#8
A crown for every achievement
Rolex being a very high-quality luxury watch brand, it has to be very unique from other luxury brands. Its differentiating factor is its quality combined with the brand image. Rolex targets a smaller market compiled of only those who can pay a premium for luxury watch. Rolex follows focused differentiation strategy while other brands in the market keeps their focus on a specific customer segment. Rolex’s strategy is concerned more on the unique attributes its watches have.
As a part of its brand development strategy Rolex does not allow the sale of its watches in the virtual world, as there have been many instances of counterfeiting and no way Rolex wants to lose its reputation of making world class, reliable, high quality watches. Rolex also has strict importation restrictions on its watches, as it is illegal to import and export a watch into or out of the United States. Rolex also decreased its distribution by 45% in 1994 to enhance the brand image. Higher value proposition created form these unique aspects make customers pay a premium price for their watches. Moreover, limited number of distributors gives customers a feeling of distinctiveness and rarity.
For a company that has been in the market for around 100 years and still being a top gun in the game is an achievement in itself. Rolex has a lot of history, just from when Hans Wilsdorf, the founder of Rolex for the first time dreamt of wearing a timepiece on the wrist till now. Its timepieces have always been constant companion of world leaders and influencers. Hence it has always been associated with prestige and class. Like in 1953, Rolex introduced the Oyster Perceptual Explorer to honor Sir Edmund Hilary and Tensing Norway on their achievement of being the first climbers to conquer the summit of Mt Everest, we have seen some examples like this in First article itself.
READ THE TEXT IN THE PHOTO
https://simconblog.files.wordpress.com/2015/09/12.png
From instances like these, Rolex have made us believe that we now know that we don’t need to see a Rolex watch up close to know that its impressive. We already know that it depicts class and prestige, Rolex knows it too. The latest YouTube videos of Oyster and Cellini features the watch alone, there is no explanation given about why customers should buy it, because Rolex doesn’t need to explain why their time pieces are special.
Rolex is not only a part of the lives of some of the world’s greatest but also a constant in the cinematic history.
To prove this fact Rolex showcased a 60-minute montage titled “Celebrating cinema”
In the 2017 Academy Awards. The video showed Hollywood icon such as Marlin Branda,
Al Pacino, Jim Carry, Harrison Ford and Pawl Newton wearing Rolexes in their most memorable and dramatic scenes. Surprising part is that Rolex didn’t pay any of those celebrities to advertise or promote the brand. It was just a mere coincidence that every one of them was wearing a Rolex in their most memorable and iconic scenes, so this clip was a reminder of brand’s presence in the cinematic history.
When Rolex finally decided to enter social media, it did not go all in at once. Instead it structured its approach and started with a YouTube launch in 2012. When Rolex came out with its channel, it was smart enough not to fill it with adds as consumers shy away from that. Rolex introduced documentaries that were important to them and customers as well like, Himalayan expeditions and deep-sea missions. Rolex does not post content just for the sake of it. It selects that media only which tells the brand’s story in the best way.
Rolex also pays a lot of attention on what people say on social media and how they are saying it- to identify what consumers want to see from the brand. Rolex posted a “did you know” series to explain why does the brand use IIII instead of IV as they found a lot of consumers commenting about it while mining comments. The post was hit, it received the most number of likes compared to any other posts by Rolex at that time around 119,000. For Rolex, the success was a sign that its social listening paid off.
The goal for Rolex is as they say to identify what will matter to its customer not tomorrow, but 10 years down the line.
- Darshan
Sources:
https://www.referralcandy.com/blog/rolex-marketing-strategy/
https://mashable.com/2014/04/17/rolex-marketing-strategy/?europe=true#nObPFA3XUPqC
Article#9
Rolex as an investment
A watch can sometimes be a good investment, but just like cars, wine or any tangible assets it does take some expertise to make real money. In case of watches Rolex is a much better option compared to other luxury brands not only because people care about it but also because it is a brand that holds it value.
It is the only brand that is able to maintain the high resale value for majority of its products. The watches that have done the best over time are mainly sports watches: the GMT, the Submariner, the Daytona. One important reason for Rolex’s success in value retention is because it has kept the product line small.
The most expensive Rolex ever sold was at an auction for 17.8 million dollars. It was Paul Newman’s Daytona. Now the irony is that went Rolex introduced those watches in the market, they were having hard time selling it and now they are the most collectible watches. In 1980 a premium Rolex watch would cost around 900$ and within less than 10 years the price had jumped to 2300$ for the same model with very little changes.
- Darshan
Source: https://www.borro.com/uk/insights/blog/is-a-rolex-watch-a-good-investment/
article #10
Audemars Piguet and golf
When I was browsing the official website of Audemars Piguet I have noticed the special relationship between Audemars Piguet and golf. Not only all of their ambassadors are all golfer, but it also organizes its own series of private tournaments at prestigious golf courses around the world. On the website, they also mentioned that the guest will be playing with one of the brand Ambassadors at Audemars Piguet Golf Trophies every year!
But why golf?
As most of the people know, Audemars Piguet is not the only brand that considers golf as one of the important sport to represent the brand. For example, Rolex and Omega, they both have golf ambassadors, as well as Audemars Piguet.
I think the reason is simple, just think about how people play golf! You need to do the repetitive motion to swing, and it has to be precise but powerful. That’s probably one of the messages what the watchmaker trying to tell the customers. That’s the idea they’re trying to send to the world.
“When the golf club hits the golf ball, the impact creates a multitude of vibrations which will go up the shaft of the club and finish in the arm,” said Oliviero Bottinelli, Managing Director of Audemars Piguet in Asia, in an interview in Singapore.
“The wrists, and therefore the watch on the wrist, receive all these vibrations — and a mechanical movement will feel them quite strongly,” he said.
This quote is a perfect illustration of the bond between Audemars Piguet and a sport as Golf. We can notice that other brands like Rolex apply the same kind of thinking about other sport like Tennis.
But from a perspective of an outsider such as me. I think that golf is a sport that is not for everyone. If you play golf, that means in a way you have more time and money than most of the people. Why do I say that? You’ll need at least a set of golfing outfit, your own golf equipment and have a car to drive to the golf court, none of these are some easy spends for every family. And a lot of times, golf have been considered as a sport for the upper class. And who would buy a luxury watch such as Audemars Piguet? Upper class. In a golf player perspective, golf is not just a sport, it is a marker of his social status. Then it comes with the nice outfits, the people he will meet on the green and, eventually, a luxury Audemars Piguet watch.
Audemars Piguet is also sponsoring a lot of players, 22 to be precise. The profit of those players is pretty various. Patrick Cantlay, for example, is the former World number 1 amateur. Nevertheless, most of the ambassadors are professionals, such as Darren Clarke. This 25 years career professional player “won The Open Championship in 2011 and also dedicated 2 years to captain Europe's Ryder Cup team at Hazeltine in 2016” as we can read it on Audemars Piguet website. He is one of the most well-known players. By having that many world known ambassadors the brand ensure a worldwide recognition in the golf players club. The strategy is good because it will touch professional but more importantly the rich upper-class amateur players.
Moreover, Audemars Piguet organizes some tournaments. It started frankly not so long ago. Audemars Piguet started these events since 2013. And the latest event was on the 8th of May 2018. In this event, 64 watch collectors from all over the world and 16 of Audemars Piguet’s Ambassadors were invited. It was held at Lake Nona Golf and Country Club. In the video, which is on the website, I’m surprised to see participators in all age. And the view was absolutely stunning! But did the ideal effect of bringing this brand community tighter work? Absolutely!
After the event, the whole group continued the celebrations at Henrik Stenson’s home. People came because of the love for Audemars Piguet, and they leave with the new friend whom they can share this passion with.
In other words, associated they’re brand with golf, either through the way of sponsorship or hold golf trophies, is a very smart way to keep in touch with their target customers. And also bring their brand community tighter by their shared interest in golf. The reason for the brand is not only letting their brand supporters to get to know each other but also with the stronger connection between the community will definitely create an add-value and increase customer loyalty.
-Ling
https://www.audemarspiguet.com/en/experience/events/
https://www.audemarspiguet.com/en/
https://www.nytimes.com/2012/11/23/fashion/watchmakers-court-golfing-world.html
article #11
Audemars Piguet’s advertising for New Millenary
While I was searching for Audemars Piguet’s advertising video on the internet, I found Audemars Piguet’s youtube channel.
On their channel, the latest one was posted three days ago. What really caught my attention is that it’s a five minutes video, without a single word. During this five solid minutes, it’s a man who’s drawing, after you watch it for over a minute, you can slowly see what he is drawing, it’s a watch. And during this whole video, you can see how focusing this man is, and just how detail is this watch.
At the end of this video, there’re three words: The New Millenary.
I have to say, I rarely see this kind of advertisement. Most of the time, the brand can’t stop telling you what’s good with this product or what the brand stands for. But isn’t this what a luxury watch means? The time, the eyes for the detail and of course the hand- finish value. Somehow instead of the words, they choose a much more creative way to ‘tell’ people their value as a luxury watch brand.
But on the other hand, would you watch it from the beginning till the end? I didn’t.
I don’t think it’s because I'm not patience, it’s because the way we receive the message has changed, everything is fast pace now. I love the idea of how they’re trying to present, but if nobody has the time and patience to finish the whole video, then I think it would lose its original purpose.
-Ling
link for the video: https://www.youtube.com/watch?v=iQz1FiImF1s
article #12
What can we know about Audemars Piguet from google search?
When you type in the bar of google research, there will always some suggestion for what are you going to type next. And those suggestions are often what’s people mostly search. So by looking into them, we can know what are people been talking about!
From this first try with just the name of Audemars Piguet, we can see that royal oak must be the most popular among all the Audemars Piguet watches.
What about the competition? Which brands are Audemars Piguet’s competitor?
From this picture, we can see that people often compared Audemars Piguet with Rolex. And also Hublot and Patek Philippe and so on.
In my personal experience, the order of the words counts. That means “Audemars Piguet vs Rolex” and “Rolex vs Audemars Piguet” have a completely different meaning. How so? Because the first brand you put is usually the one you want to purchase, the later is one of your standards. And these searches is a way to let you know not only the difference but also a way to know its value on your scale. So let’s see if Audemars Piguet will appear on the first of the list of Rolex.
In this picture you can see, Audemars Piguet is at the fifth place of this search list. In the eyes of the Rolex supporters, they’re more intend to choose between Rolex and Omega than Rolex and Audemars Piguet.
By these google searches, you can know what has people been talking about and who has been considered as the competitors in the customers perspective!
-Ling
