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Articles on the subject:

Marketing & communication

Shepard Fairey, Hublot's Ambassador, and his Big Bang Meca-10 Shepard Fairey Limited Edition
Trend Forecaster
Art and watchmaking, a strategic alliance

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.

Monday, 30 September 2019
6 min read
Roger Federer at the Australian Open in 2019
Point of View
Ambassadors and influencers are not in the same league

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?

Tuesday, 02 July 2019
3 min read
Perceptions of value in luxury

From YouTubers “flexing’” their luxury goods to a new generation of more conscious clients, perceived value in Fine Watchmaking is a hot topic.

Tuesday, 23 April 2019
Laurent Francois
6 min read
Breguet Boutique, Moscow
Breguet puts its legacy on display in Moscow

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.

Monday, 05 November 2018
The FHH Journal editors
2 min read
Swiss watch firms enjoy a cast-iron reputation

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.

Monday, 27 August 2018
3 min read
Point of View
What now for watch fairs?

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.

Thursday, 23 August 2018
3 min read
Noémie Balmat, founder of Futur404
Connoisseur of watches
Is luxury's reluctance to embrace the internet a handicap?

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.

Friday, 17 August 2018
4 min read
Social media and the luxury watch industry (part two)

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?

Wednesday, 25 July 2018
3 min read
By opening the first AP House in Asia, Audemars Piguet redefines the notion of hospitality.
Trend Forecaster
The new roads to luxury

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.

Friday, 06 July 2018
5 min read
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