WorldWatchReport™ 2015

The Leading Market Research in the Luxury Watchmaking Industry
Since 2004
• 2015 •

I N PA R T N E R S H I P W I T H
• FULL YEAR 2014 DATA•

On the occasion of Baselworld, Digital Luxury Group releases the
WorldWatchReport™ 2015 Edition.
This report is an Excerpt. To get the complete information, purchase your copy
of the WorldWatchReport™ 2015 Edition.
PURCHASE FULL EDITION

How to use this report ……………………………………………………………………….. 5
Key trends 2014 ………………………………………………………………………………..9
The global luxury watch market ……………………………………………………………. 13
Market focus – United States ………………………………………………………………... 49
Market focus – China ………………………………………………………………………… 58
Market focus – France ………………………………………………………………………... 69
Social media ……………………………………………………………………………………78
Appendix – global top 50 ranking …………………………………………………………...89
Methodology ………………………………………………………………………………..… 92
Brand ambassadors ………………………………………………………………………..…. 27
Models pricing ………………………………………………………………………..………. 35
© Digital Luxury Group 4
Insights on the Apple Watch ………………………………………………………………… 31
TABLE OF CONTENT
WorldWatchReport™ Full Year 2014 Edition

HOW TO USE THIS REPORT
to your advantage
• Benchmark your brand’s performance vs its competitors in key markets,
as highlighted in your quarterly brand intelligence dashboard.
• Measure the impact of strategic marketing campaigns in terms of natural
consumer interest and optimize your media budget allocation.
• Identify new opportunities : find untapped growth potential where
demand for your category is bigger than for your brand.
• Early warning about threats or trends building up.

A MARKET STUDY LIKE NO OTHER
Tracking natural pre-spend consumer behavior online
• 11th Edition
• 600,000 Relevant Online Searches Analyzed Daily
• 62 Luxury Watch Brands
• 20 Markets
• 11,000 Models and Collections
• Based on DemandTracker™, DLG’s proprietary technology that tracks
consumer interest.
• Published in partnership with Europa Star and the gracious support of the
Fondation de la Haute Horlogerie

62 OF THE MOST RENOWNED LUXURY WATCH BRAND
Tracked by the WorldWatchReport™.
COUTUREWATCH & JEWELRY PRESTIGEHAUTE HORLOGERIE HIGH RANGE

United States
Mexico
Brazil
United Kingdom
Germany
France
Switzerland
Spain
Italy
Russia
United Arab Emirates
Saudi Arabia
Qatar
India
China
Hong-Kong
Japan
Taiwan
Thailand
Singapore
20 OF THE MOST IMPORTANT MARKETS WORLDWIDE
Tracked by the WorldWatchReport™.

KEY TRENDS 2015
Market highlights

KEY TRENDS 2015
Brand highlights

KEY TRENDS 2015
Social media focus

THE GLOBAL LUXURY
WATCH MARKET

GLOBAL CONSUMER INTEREST EVOLUTION
Online interest for luxury watch brands, worldwide
50%
70%
90%
110%
130%
150%
170%
+10% GROWTH
2014 VS 2013

Origin of interest
GLOBAL CONSUMER INTEREST GREW BY +10%
Origin of Interest 2014
[Evolution of interest 2014 Y/Y vs. 2013]

GROWTH RATE BY REGION
Breakdown by region, worldwide
Evolution of interest 2014 Y/Y vs. 2013

GROWTH RATE BY CATEGORY
Breakdown by category, worldwide

MARKET EXPOSURE BY CATEGORY
Market exposure by category, worldwide
Origin of Interest 2014

GROWTH RATE BY CONGLOMERATE
Conglomerates vs. Independent, Worldwide

TOP 15 MOST SEARCHED LUXURY WATCH BRANDS
Worldwide
Share of Interest 2014 and evolution of interest 2014 Y/Y vs. 2013

FASTEST MOVING LUXURY WATCH BRANDS
Growth rate, worldwide

FASTEST MOVING LUXURY WATCH BRANDS
Evolution of share of interest, worldwide
Evolution of share of interest 2014 Y/Y vs. 2013

Worldwide
X-Axis & Bubble size: Share of interest 2014
Y-axis: Evolution of interest 2014 Y/Y vs. 2013

TOP 10 MODELS AND COLLECTIONS
Worldwide
Share of interest 2014

LUXURY WATCH CLIENT BEHAVIOR
Breakdown of search intentions, worldwide
• Searches for specific watch models and collections
(explicitly typed in by the consumer) accounted for
21% of global searches.
• 10% of queries search for the price of luxury watches.
Share of Interest 2014

TOP 7 LUXURY WATCH BRANDS WITH HIGHEST REPAIR RATE
Normalized gross repair rate, worldwide

TOP 10 MOST SOUGHT-AFTER AMBASSADORS
Worldwide

TOP 50 MOST POPULAR BRAND AMBASSADORS
Worldwide
Share of interest 2014 and rank evolution vs. 2013

BRAND AMBASSADOR ACTIVITIES
Ambassador Activity Breakdown

GLOBAL INTEREST FOR THE APPLE WATCH IS RISING
Worldwide
Normalized volume of search 2014
AVAILABLE IN THE 2015 EDITION
Digital Luxury Group Intelligence
introduces a full analysis on the Apple
Watch and the smartwatch market.
Included:
1. Full year global interest for the Apple
Watch evolution
2. Competition benchmark
3. Breakdown by intention & country
0
50
100
150
200
250

MOST SOUGHT-AFTER BRANDS FOR SMARTWATCHES
Worldwide
• Out of the 62 brands of the
WorldWatchReport™, TAG
Heuer is the brand that gets the
most searches related to the
keyword “smartwatch”.
• Rolex is second even though
the brand has not made any
official announcement to date
about the potential launch of a
smartwatch. Nor has Omega.

DLG does not expect the gold version of the Apple Watch to directly
threaten the Swiss luxury watch industry. While being similarly priced, it
addresses consumers who are willing to spend money on a watch that will
become outdated within 2 years, whereas Swiss luxury watches are designed
to last over time.
The Apple Watch generates a lot of buzz but does not meet the values and
requirements of the Swiss luxury watch buyers: it is perishable, it is not
certified and it does not act as a standalone device.
DIGITAL LUXURY GROUP INTELLIGENCE OPINION
Apple Watch Edition

INTEREST FOR MODELS BY PRICE RANGE
Interest for models, worldwide
• Most of the interest (21%) for specific models
is for models between $4,000 and $6,000.
• 4% of the interest for specific models is for
models over $100,000.
• Models under $6,000 accumulate 50% of the
interest for specific models.
$1000-$3000
$3000-$4000
$4000-$6000
$6000-$8000
$8000-$11000
$11000-$16000
$16000-$24000
$24000-$37000
$37000-$100000
$100000+
0
11%
0
18%
0
21%
0
16%
0
8%
0
9%
0
5%
0
4%
0
4%
4%
Share of interest Feb. 2014 – Jan. 2015

INNOVATION INDEX BY PRICE RANGE
Innovation index, worldwide
Innovation Index Feb. 2014 – Jan. 2015

EVOLUTION OF INTEREST FOR MODELS BY PRICE RANGE
Evolution of interest for models, worldwide
Evolution of interest Aug. 2014 – Jan. 2015 vs. Feb. 2014 – Jul. 2015
• The interest for models priced between
$6,000 and $8,000 is growing faster
(+20%) than the interest for all the price
ranges together (+17%).

EVOLUTION OF INTEREST FOR MODELS BY PRICE RANGE
Evolution of share of interest for models, worldwide
Evolution of share of interest Aug. 2014 – Jan. 2015 vs. Feb. 2014 – Jul. 2015

“Brands should prepare for increase consumer attention by
once again offering solid value propositions and product
choices under $5,000. If they do they will be able to benefit
from a return of consumer attention. If not they risk totally
alienating consumers who see their products are wholly
over-priced and without a lot of long-term value.”
- Ariel Adams
Founder & Editor In Chief
aBlogtoWatch, USA
CONTRIBUTOR INSIGHT
Global pricing

CASE MATERIAL INTEREST
65% Steel
11% Rose gold
5% Platinum
4% Yellow gold
3% White gold
12% Others
• Models in steel are the most
sought-after with 65% share
of interest while all gold
models combine 18%.65%
11%
5%
4%
3%
12%

CASE MATERIAL PRICES
X-Axis & bubble size: Share of interest Feb. 2014 – Jan. 2015
Y-axis: Catalogue/Search median price [USD]

MOVEMENT INTEREST
76% Automatic
13% Quartz
11% Manual
• Most of the interest for models
over $1,000 is for automatic
watches.
• Automatic watches account for
69% of the models over $1,000.
76%
13%
11%

X-Axis & bubble size: Share of interest Feb. 2014 – Jan. 2015
Y-axis: Catalogue/Search median price [USD]

COMPLICATIONS PRICE & INTEREST
Interest vs offering for models, worldwide
X-Axis & bubble size: Share of interest Feb. 2014 – Jan. 2015, base-100: chronograph
Y-axis: Catalogue median price

Discover the new pricing indicators developed by Digital
Luxury Group Intelligence with breakdowns and rankings
by brands, collections and models for your selection of
competitors.
Contact us for more informationa
intelligence@digital-luxury.com
MODELS PRICING – FULL EDITION
FULL BREAKDOWN AVAILABLE UPON REQUEST

MARKET FOCUS
THE UNITED STATES

CONSUMER INTEREST EVOLUTION
Online interest for luxury watch brands, USA
50%
60%
70%
80%
90%
100%
110%
120%
130%
Global
United States
2014 data available
in the full edition

Breakdown by category, USA

Conglomerates vs. Independent, USA

“Couture watches suffered over the last year from low or
weak product releases as well as what felt like a decrease
in overall marketing efforts for their watches even if the
marketing efforts for their larger brands remained strong.”
- Ariel Adams
Founder & Editor In Chief
aBlogtoWatch, USA
CONTRIBUTOR INSIGHT
USA

USA

TOP 20 FASTEST MOVING LUXURY WATCH BRANDS
Growth rate, USA

TOP 10 INTEREST-DRIVING CITIES
USA
Origin of interest 2014 and evolution of interest Y/Y vs. 2013

USA

Online interest for luxury watch brands, China
50%
100%
150%
200%
250%
300%
Global
China
2014 data available
in the full edition

Breakdown by category, China

“In 2015, classic elegant (dress watches) will be well-
promoted by the powerful brands. Watches for women do
better than previous years and online retailers improve
their service. Low to middle price ranges will find a smart
way to fit into the market by introducing new or recovered
collections.”
- Henri Liu
Editor In Chief
Wbiao.com.cn, China
CONTRIBUTOR INSIGHT
China

Conglomerates vs. Independent, China

China
Share of interest and evolution of interest Y/Y 2014 vs. 2013

Growth rate, China

CONVERTING THE CHINESE INTEREST INTO SALES
Top-15 luxury destinations, Chinese travelers

EXHIBITING YOUR WATCH IN LUXURY HOTELS
Top-15 hotels, Chinese travelers

“The most surprising news in 2014 is that Chinese travelers
still buy strongly in overseas outlets. This will affect the
global marketing strategy of luxury brands, to expect more
impact on marketing in China as well as Chinese favorite
destinations in terms of luxury consumption. And to
expect less local retail. The proportion of watches sold to
Chinese at overseas outlet will keep growing.”
- Henri Liu
Editor In Chief
Wbiao.com.cn, China
CONTRIBUTOR INSIGHT
China

China

Online interest for luxury watch brands, France
50%
60%
70%
80%
90%
100%
110%
120%
130%
Global
France
2014 data available
in the full edition

“The year 2014 has been a strange one in terms of pace.
The French market had a difficult start to the year in terms
of traffic from January to May this was a long tunnel,
and then consumption picked up again in December
ultimately yielding positive results.”
- Laurent Picciotto
Founder and Managing Director
Chronopassion, France
CONTRIBUTOR INSIGHT
France

Breakdown by category, France

Conglomerates vs. Independent, France

France

Growth rate, France

TOP 10 INTEREST-DRIVING CITIES
France

France

FACEBOOK
Most engaging posts by category

INSTAGRAM
Most engaging posts by category

Facebook
number of
new fans
2nd 3rd1st
+ 1'049'397
+ 814'392
+ 569'601
+ 524'735
+ 452'946
+ 242'506
+ 229'172
+ 195'987
+ 193'907
+ 171'745
+ 150'047
+ 134'721
+ 97'907
+ 87'831
+ 85'563
Chanel
Rolex
Louis Vuitton
Tiffany & Co.
Dior
Cartier
Bulgari
Ralph Lauren
Longines
Panerai
Hermès
Hublot
Audemars Piguet
IWC
Tag Heuer
FASTEST GROWING COMMUNITIES ON FACEBOOK
Facebook, Worldwide
Number of new fans Q4 2014 Q/Q vs. Q3

Instagram
number of
new followers
2nd 3rd1st
FASTEST GROWING COMMUNITIES ON INSTAGRAM
Instagram, worldwide
+ 836'342
+ 236'093
+ 198'481
+ 151'352
+ 104'868
+ 75'201
+ 69'873
+ 63'723
+ 39'968
+ 39'845
+ 36'776
+ 29'957
+ 23'806
+ 21'477
+ 16'017
Louis Vuitton
Tiffany & Co.
Hermès
Ralph Lauren
Hublot
Chopard
Bulgari
Van Cleef & Arpels
Audemars Piguet
Omega
IWC
Tag Heuer
Jaeger-LeCoultre
Harry Winston
Piaget
Number of new followers Q4 2014 Q/Q vs. Q3

HAUTE HORLOGERIE
Social media overview
Number of fans/followers and engagement rate Q4 2014

WATCH & JEWELRY

COUTURE

PRESTIGE

HIGH RANGE

APPENDIX
GLOBAL TOP 50 RANKING

Worldwide

TOP 50 MOST SEARCHED LUXURY WATCH MODELS
Worldwide

OVER 500 MILLION SEARCHES MONTHLY…

… WITH PROPRIETARY INTELLIGENCE
Scope Definition
(brands, markets, languages, segments, categories, destinations)
Dataset Research
(collecting brand-related phrases, removing unrelated keywords, data harmonization)
Monthly Data Collection
(exact match search volumes)
Semantic interpretation
(mapping keywords with user intentions)
Extraction and analysis
(Metrics definition and data visualization)
The billions of luxury-related online
searches made worldwide through the top
search engines (Google, Bing, Yandex,
Baidu) are collected, interpreted and
analyzed by our in-house proprietary
DemandTracker™ technology in order to
generate insights on the global luxury
industry.
Insights – Trends, Challenges and Opportunities

DLG PROPRIETARY INTELLIGENCE
Search Engines
Based on Google, Bing, Yandex in Russia and Baidu in China.
Search Queries
Extracted from search engines, the large amount of exact search queries collected every month for luxury brands encompass a
large semantic field related to the brands, and include synonyms, plurals and misspellings. Over 500 million searches monthly.
Markets
The current geographic coverage includes the top 20 luxury export markets: Brazil, China, France, Germany, Hong Kong, India,
Italy, Japan, Mexico, Qatar, Russia, Saudi Arabia, Singapore, Spain, Switzerland, Thailand, Taiwan, United Kingdom, United
Arab Emirates, United States. Additional markets can be added upon request.
Languages
English, French, Italian, German, Japanese, Portuguese, Russian, Simplified Chinese, Spanish, Arabic and Thai.
Brands
+600 brands across 6 segments: Watches, Hotels, Fashion, Jewelry, Beauty, Cars.
For more information on methodology:
www.worldwatchreport.com

ABOUT DIGITAL LUXURY GROUP
Digital Luxury Group (DLG) is the digital partner of forward-thinking luxury brands. With offices in Geneva, New
York and Shanghai, DLG combines leading brand intelligence with bespoke digital marketing services.
From creation to implementation, we empower brand strategies with our proprietary data and research. For more
information: www.digital-luxury.com.
Since 2004, DLG has been publishing the WorldWatchReport™ a baseline market study for the watchmaking
industry in partnership with Europa Star and with the precious support of the Fondation de la Haute Horlogerie.
Digital Luxury Group, DLG SA
7 Avenue Krieg
CH-1208 Geneva
Switzerland

DIGITAL LUXURY GROUP INTELLIGENCE TEAM
David Sadigh
Founder & CEO
Raoul Beck
Chief Operating Officer
Jonathan Cifuentes
Head of Technology
Inès Lazaro
Product & Marketing Manager
Marine Scully
Marketing & Intelligence
Robin Hurni
Research Analyst

Inès Lazaro
Product & Marketing Manager
98
ilazaro@digital-luxury.com
+41 22 702 07 51
http://www.linkedin.com/in/ineslazaro
© Digital Luxury Group
CONTACT

WorldWatchReport™ 2015

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