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SIHH 2017: Immersing the connected consumer into Fine Watchmaking / Trend Report n°19

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SIHH this year was a benchmark for the Swiss watch industry. It saw Fine Watchmaking brands firmly plant their feet in reality and try to reach out to new consumers, extend entry-level ranges and take advantage of the huge influence social media now has. This trend report gives an in depth look at what made SIHH 2017 so special.

Publicada em: Mídias sociais
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SIHH 2017: Immersing the connected consumer into Fine Watchmaking / Trend Report n°19

  1. 1. SIHH 2017: IMMERSING THE CONNECTED CONSUMER INTO FINE WATCHMAKING 11th January 2017 - 24th January 2017
  2. 2. TABLE OF CONTENTS: INTRODUCTION.........................................03 SNAPSHOT OF THE PERIOD TrendingTopics...........................................05 Volume of Conversations......................07 ANALYZING THE SOCIAL BUZZ Among Influencers...................................10 Beyond Influencers....................................12 THE BACKGROUND...................................13 BEHIND THE TREND.................................16 READ THE TREND.....................................21 THE METHOD...............................................22 THE FOUNDATION’S MISSION...........23
  3. 3. INTRODUCTION This series of trend reports are a collaboration between London-based agency RE-UP and the Fondation de la Haute Horlogerie. They will look back over the past two weeks and discover what’s been ‘trending’ online. We aim to discover which watches, stories and industrial developments in the world of horology gain the most amount of coverage on the digital sphere - uncovering why these trends are important.
  4. 4. SNAPSHOT OF THE PERIOD
  5. 5. TRENDING TOPICS AND STORIES FROM THE 11TH TO THE 24TH OF JANUARY Percentage of conversation about Fine Watchmaking* brands penetrated by the topic *Fine Watchmaking defined by the parameters set by the Fondation de la Haute Horlogerie in their white paper report Two weeks ago FHH hosted their annual watch event SIHH 2017 A big trend at SIHH was the use of perpetual calendars within timepieces Another emerging trend from SIHH was black dials H. Moser & Cie created the most Swiss watch ever with the ‘Swiss Mad Watch’ Cartier re-released their coveted Panthere collection at SIHH 31.3% 4.3% 4.1% 1.8% 1.1%
  6. 6. #1 #2 #3 #4 #5
  7. 7. VOLUME OF CONVERSATIONS ON HIGH-END WATCHES
  8. 8. ANALYSING THE SOCIAL BUZZ OF SIHH 2017
  9. 9. @whatsonherwrist
  10. 10. Among Influencers 31.3% Penetration of conversations by SIHH in Swiss watch related conversations 664.37% Increase of SIHH mentions against the previous two weeks 10.07% Of SIHH mentions are in relation to the phrase ‘Swiss Watch’
  11. 11. “I think that brands are really working on their DNA’s. By coming back to those codes, I hope that the next few years will be very creative.” - Emmanuel Gueit, watch designer
  12. 12. Beyond Influencers 11,462 All online mentions of SIHH 367.07% Increase of SIHH mentions against the previous two weeks 21.41% Of SIHH mentions in relation to Swiss Watches
  13. 13. THE BACKGROUND 2017 marked the 27th annual Salon International de la Haute Horlogerie Geneva (SIHH). Since 1991 SIHH has carved its place as the foremost event in Fine Watchmaking. Each January exhibiting Maisons present their latest timepieces and the newest trends are unveiled. Each year, the event spotlights each exhibiting brand in a thoughtfully designed setting, it remains true to its fundamental vocation as an important and exclusive rendezvous for the sector.
  14. 14. @plazawatch
  15. 15. The event gave visitors the chance to meet the professionals behind the watches, spot future trends and exchange with the historic Maisons as well as the new waves of independent artisan-creators, the Carré des Horlogers. The event also opened its doors to the public. This, a first for SIHH, helped to increase footfall to 16,000 and showed FHH’s efforts to update the prestigious event.
  16. 16. BEHIND THE TREND
  17. 17. SIHH 2017 showed innovation from both FHH and exhibiting brands in many ways. Facebook Live and Instagram Stories helped to show the world that the Swiss Watch Industry is working hard to update its image. The event kicked off on Monday with Fabienne Lupo, Chairwoman and Managing Director of Fondation de la Haute Horlogerie giving a speech during which she welcomed key figures in Geneva, the committee, the exhibitors and finally the public. She said “Faced with a world that is being segmented and choosing self-withdrawal the exhibitors Committee on the contrary, has decided to open the doors of the exhibition and has opted for welcome as its key word.”
  18. 18. #1 MONTBLANC #2 IWC CARTIER PANERAI VACHERONCONSTANTIN #3 #4 #5
  19. 19. Many brands are coming to terms with the difficulties that lie ahead and have begun to step back into reality. During SIHH 2017 brands ‘toned down’ their offerings and extended their entry-level ranges - even lower prices in some cases. Useful complications took precedence and emphasis is now on classic forms. Materials are, mostly, more subdued. This isn’t to say that Fine Watchmaking is stepping back from innovation, the Rotonde De Cartier Mysterious Double Tourbillon, is just one watch that is proof of this. Technical and precious watchmaking continues to push boundaries, this year simply shows that brands are beginning to give themselves a sound footing in reality in order to rebuild themselves.
  20. 20. A sound footing and a broad one as for this year, for the very first time, Fine Watchmaking embraced the breadth of influence within social media. They did so by showing and explaining all the subtleties of Fine Watchmaking, from the artisans themselves to watch design. Another proof that the industry is fighting back and working hard to secure future customers by strongly educating and deconstructing their know how and not only showing the ostentatious of luxury.
  21. 21. @audemarsaholic
  22. 22. SIHH 2017 – Highlights A short highlight video of this year’s event including watches and celebrity attendees READ THE TREND 10 ladies’ watches at SIHH Ten of the best women’s watches from SIHH 2017 The standout watches at SIHH 2017 (1) A video of some standout watches from SIHH 2017
  23. 23. THE METHOD We use two key social listening tools to gather the raw data we have analysed for this report. The first, an in-house bespoke database of 2000+ influencers and online sources within luxury and watches - with the ability to gather insight into six month’s worth of online buzz. The second, a social (and media) listening tool that looks at multiple keywords. This allows us to measure and examine all online conversations over a set period.
  24. 24. THE FOUNDATION’S MISSION
  25. 25. The mechanical watch is a wonderful instrument and the guardian of craftsmanship, creativity and of course, time. Our objective here at the Fondation de la Haute Horlogerie, is to take our wealth of expertise into the world through our four missions: to inform, train, recognise and organise. Since 2005, we have promoted values of excellence and tradition within an organisation that has the support of many Fine Watchmaking brands.
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