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“The watchmaking brands hold a strong hand on digital”
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“The watchmaking brands hold a strong hand on digital”

Sunday, 03 November 2013
By Julie Mégevand
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Julie Mégevand

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2 min read

The “Best Swiss Brands 2013” study ranks the 50 most valuable Swiss brands. 16 Swiss watchmakers feature in the top 50, with Rolex and Omega even making it into the top 10! Why, how? Interview with Michel Gabriel, Managing Director of American brand consultancy firm Interbrand who compile the “Best Swiss Brands” study every year.

The Best Swiss Brands study is conducted annually. What major changes occurred in 2013 compared to 2012? Which brands disappeared from the rankings? Any watchmakers?

New brands, like Emmi and La Prairie, have entered the rankings while Bank Sarasin and Jura have dropped out. Nestlé has made a leap forward in brand value, recording a plus of CHF 591 million. Rolex and Omega are in the top 10, and Longines, IWC and Chopard are among the top risers in the last year.

Watchmaking companies have real legitimacy in the world of brands, and the industry dominates the rankings in 2013. How do you explain the extraordinary success of watchmaking brands?

The most admired and strongest watch brands have a story to tell, and have managed to focus their brand on that story. Think about Omega, for example, who designed the first watch to be worn on the moon. Or Patek Philippe, who advocates the notion of being an asset for the next generation while starting your own tradition. IWC is another good example of a company that has created small brand worlds around their models, such as the Ingenieur, Aquatimer or Portugaise watches. This kind of “brand world creation” is a powerful tool for enhancing a brand and creating value. Furthermore, the increase in demand from markets like China, the Arab countries or Russia for luxury watch brands from Switzerland is another important reason for their excellent positions in the rankings. Thirdly, the outstanding quality and longevity of Swiss products drive value.

Longines recorded the largest increase in value among watchmaking brands (+ 13% compared to 2012). Any explanations or comments?

Recently, Longines has been focusing on its “Elegance is an attitude” positioning more than ever. The brand is positioned at the beginning of the price range for premium watch brands and is therefore worth considering by a broader audience. And Longines did particularly well in China when it came to displaying its brand values, such as precision, tradition, performance, elegance and Swiss heritage.

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Article published in WtheJournal.com

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