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.
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.
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.
Article published in WtheJournal.com