Brands have wised up to the benefits to be gained from associating their name with art venues and exhibitions; creative contexts whose audiences are also potential customers.
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While brand ambassadors, sportsmen and women in particular, appeal to our inner athlete, what's to be said of influencers, champions of nothing at all. A case of here today, gone tomorrow?
From YouTubers “flexing’” their luxury goods to a new generation of more conscious clients, perceived value in Fine Watchmaking is a hot topic.
In early October, Breguet cut the ribbon at its new Moscow boutique, inside the prestigious GUM mall, just minutes from the Kremlin. The new store also displays historic timepieces from the Breguet Museum in Paris.
In the list of the most reputable multinationals in 2018, Rolex takes top ranking for the third consecutive year, beating Lego and Google to the number-one spot. Meanwhile, a similar survey of the main publicly listed Swiss corporations puts Swatch Group and Richemont second and third, behind bathroom manufacturer Geberit.
Swatch Group chairman Nick Hayek dropped a bomb during the summer recess. By pulling out of Baselworld, the world's biggest watch group raises the question of whether the industry can still benefit from "old-school" fairs.
Noémie Balmat and Allan Joseph are the founders of Futur404, an online media that explores the future of fashion in the context of society. Is Fine Watchmaking a special case in the luxury segment? Here's what they think.
The luxury watch industry is a relative newcomer to social media, the most recent example being Patek Philippe's Instagram debut in March. Are luxury watch brands finally realising the importance of social media to their business?
A few years ago, "luxury watch" implied a raft of complications, extravagant gem-setting, limited editions and métiers d'art. Basically, a world reserved for collectors. But times have changed. The 2018 luxury watch is adapting to a younger customer base and uses multi-facetted marketing to become more accessible.