IC-Agency is a digital marketing firm founded in 2000 that specializes in luxury brands. They conducted the sixth edition of the WorldWatchReport, the leading watch market research analyzing 500 million online searches across 10 markets and 25 brands. The report found that China was a major market, with Omega and Rolex among the most searched brands. It provided brands insights into customer expectations, a competitive benchmark, and helped media coverage of the industry.

1. « Les enseignements de l’étude
WorldWatchReport : entre veille concurrentielle
et sociétale »
7ème journée franco-suisse de l’intelligence économique
Journée Intelligence Economique du 10 juin 2010, HEG Genève
et de la veille stratégique
David Sadigh, IC-Agency
Directeur associé
© IC-Agency, 2010. All rights reserved dsadigh@ic-agency.com 1

2. IC-Agency:
• Notre métier: le Luxury Digital-Marketing™
• Fondée en 2000
• Pionnière dans le marketing digital
• Partenaire de nombreuses Success Stories
• Clients: une quinzaine de marques internationales

3. A mon propos:
• Co-fondateur d’IC-Agency
• > 10 ans d’expérience stratégies digitales & e-commerce
• Membre du Conseil Scientifique du postgrade “Création du luxe et métiers de
l’Art”, Université de Genève
• Conférencier actif (HEC Lausanne, ESSEC Paris, LIFT, ADTECH, INSEAD Alumni, etc.)

4. Horlogerie: notre constat initial
• Cette industrie repose sur l’exportation
• Maîtrise des marchés internationaux et compréhension des attentes des clients
sont donc stratégiques
• Nombreux intermédiaires sont présents entre la marque et le client final
•Manque d’information et d’études internationales sur les attentes des clients
© IC-Agency, 2010. All rights reserved 4

5. Taille du marché
Export de montres suisses: un marché de 13.2 milliards de CHF en 2009
Source: FHS, The Swiss and World Watchmaking industry 2009
© IC-Agency, 2010. All rights reserved 5

6. Problématique
© IC-Agency, 2010. All rights reserved 6

7. Trouver les bon indicateurs:
© IC-Agency, 2010. All rights reserved 7

8. L’importance de la recherche d’information
© IC-Agency, 2010. All rights reserved 8

9. L’approche suivie:
« Rolex Daytona Replica Blue »
= Une recherche pour une contrefaçon de la marque (Rolex) modèle
(Daytona) dans sa couleur (bleue)
En anglais, chinois, russe, portugais, hindi, japonais, français, italien et allemand.
© IC-Agency, 2010. All rights reserved 9

10. © IC-Agency, 2010. All rights reserved 10

11. The leading watch market research
6ème édition
500 millions de recherches analysées
10 marchés (y compris BRIC)
25 marques
120 ambassadeurs
450 modèles les plus populaires
Filtre sémantique anti-contrefaçon
16 contributeurs internationaux

12. WorldWatchReport 2010
Les 25 marques étudiées:
Haute Horlogerie:
Audemars Piguet, Blancpain, Breguet, Franck Muller, Girard-Perregaux, IWC,
Jaeger-LeCoultre, Patek Philippe, Vacheron Constantin, Zenith
Women’s / Jewelry:
Bulgari, Cartier, Chopard, Piaget
Prestige:
Breitling, Hublot, Omega, Rolex, TAG Heuer
High Range:
Baume & Mercier, Ebel, Longines, Montblanc, Raymond Weil, Rado
© IC-Agency, 2010. All rights reserved 12

13. 2010 Invited Contributors
Ariel Adams aBlogtoRead.com, USA
Robert-Jan Broer Editor, Fratello Watches, Netherlands
Luana Carcano Lecturer, SDA Bocconi School of Management, Milan
Carlo Ceppi FHH Mission Delegate Italy
David Chang Writer, Founder of Research Office for Haute Horlogerie and
China, Chinese correspondent of FHH Journal
Benjamin Clymer Publisher, Hodinkee, USA
Danny Govberg President and Owner, Govberg Jewelers, USA
James Gurney Editor in Chief, QP Magazine, United Kingdom
Gareth Jones Head of Digital Sales, Financial Times, Switzerland
Anita Khatri General Manager, Times of India, FHH Mission Delegate India
Christophe Maincourt FHH Mission Delegate Latin America
Uché Okonkwo Executive Director, LuxeCorp, France
Author of “Luxury Online” (Palgrave, 2010)
Laurent Picciotto Owner of Chronopassion, FHH Ambassador France
Nicolas de Quatrebarbes FHH Mission Delegate Germany
Alexey Tarkhanov Chief of Culture, Kommersant, Russia
Cyrille Vigneron FHH Mission Delegate France

14. © IC-Agency, 2010. All rights reserved 14

15. Geographic Search Origin – Contributors’ View
“The US consumer is hungry for information. Over 70% of customers
who walk into our store have done online research first.”
Danny Govberg, President and Owner, Govberg Jewelers, USA - Invited Contributor
“Online communication is becoming the major communication channel
for brands. Because today, when you want to know more about
something, you first look to the Internet.”
Laurent Picciotto, Owner, Chronopassion, FHH Ambassador France – Invited Contributor
“Internet use is steadily growing in the U.K. and users are broadening
the range of its use. Mainstream media still pays comparatively little
attention to luxury watch brands which means that the Internet is
relatively more important as a source of information.”
James Gurney, Editor in Chief, QP Magazine, United Kingdom – Invited Contributor

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21. Résultats
More information:
http://www.worldwatchreport.com/press_clippings.html
© IC-Agency, 2010. All rights reserved 21

22. Couverture média:
2010, March 18 - Rolex’s 2010, May 03 - China Swatch 2010, May 26 – Swatch Surges
Swiss Watch Hegemony Partner Hengdeli’s Sales After CEO Says Watchmaker’s
Threatened by Omega May Grow 30% Sales Rose
© IC-Agency, 2010. All rights reserved 22

23. Bloomberg / Business Week - 26 mai 2010
Swatch Surges After CEO Says Watchmaker's Sales Rose
“Swatch Group bearer shares advanced 17.7 Swiss francs, or
6.2 percent, to 301.7 francs, the steepest gain since Oct. 15.
The benchmark Swiss Market Index
advanced 1.25 percent.
Sales increased 33 percent in January, 58 percent in
February and 45 percent in March, Hayek said today in an
interview in Shanghai. Demand for timepieces is
surging in China, where a quarter of all Internet searches for
brands last year were for Swatch Group’s Omega, according
to research firm IC- Agency, publishers of
the World Watch Report. Rolex scored 18 percent, the report
said”
© IC-Agency, 2010. All rights reserved 23

24. Media coverage
2010, March 18 - Watch 2010, March 19 – Horlogerie 2009, March 20 – The New
Brands Signing on, Uneasily, Les réseaux sociaux Marketing Helix: Ad Spending
for E-Tailing montent en puissance Splinters
© IC-Agency, 2010. All rights reserved 24

25. Media coverage
2010, April 26 - Cresce il 2009, December 20 - El Reloj 2010, March 18 – Les fans
falso d’autore dichiarato Marca la Navidad d'horlogerie sont sur Facebook
© IC-Agency, 2010. All rights reserved 25

26. Pour les marques:
- Meilleure compréhension des attentes des clients
- Données harmonisées à un niveau international
- Indicateurs de veille concurentielle / benchmarking
- Insights en provenance de leaders d’opinion
Pour les médias:
-Information – parfois exclusive – sur un sujet donné + expertise sectorielle
-Rapidité (ex: 48 heures)
Pour IC-Agency:
- Notoriété / Crédibilité
- Réseau
- Avantage compétitif
© IC-Agency, 2010. All rights reserved 26

27. About:
About IC-Agency and Luxury Digital Marketing
IC-Agency is the company in which the Luxury Digital Marketing™ concept was founded.
This unique approach offers exclusive brands the ability to reinforce their positioning online.
Based in Europe (Switzerland) and in North America (Canada), IC-Agency offers services
including analysis, promotion, and protection of brands, products and services. A number of
independent luxury brands can be found among IC-Agency’s clients, as well a brands
belonging to groups such as Swatch, Richemont, LVMH and PPR / Gucci. In 2009, following
an invitation from the Financial Times, IC-Agency participated in the worldwide launch of
HowToSpendIt.com.
Contact
•David Sadigh, Managing Partner, dsadigh@ic-agency.com, +41 79 615 3030
IC-Agency (Geneva) IC- Agency (Bathurst, NB)
7 Ave Krieg www.ic-agency.com 216 Main Street, Suite 312 Bathurst,
CH-1208 Geneva www.worldwatchreport.com NB, E2A 1A8 Canada
T. + 41 22 702 07 60 info@worldwatchreport.com T. +1 506 547 8292
© IC-Agency, 2010. All rights reserved 27