Internet - Dominated by members of an exclusive club
June 2nd 2009
In the fifth edition of its WorldWatchReport (WWR) published in partnership with EuropaStar, the IC-Agency web specialist shows that cybernauts typically search for information on just a handful of brands. Rolex, Omega, Breitling and TAG Heuer get by far the highest number of hits on various search engines. The conclusions are based on a massive sample of over 300 million searches globally.
The document provides a wealth of information. Since its last version, the IC-Agency report has been broadened to encompass social networks such as Facebook and Youtube as well as the usual fields such as the regions and countries of origin from which the searches stem, along with brands, the most famous models per brand, the nature of these models - originals or copies - and the various brand ambassadors. The number of brands dealt with has also more than doubled from 12 to 25. The Geneva start-up has thus undertaken an in-depth survey that provides an extremely relevant vision of brands' existence on the internet.
60% of searches
Models priced between 3,000 and 15,000 Swiss francs, classified in the "prestige" category, quite clearly top the rankings, with an average of 60% of global searches. That leaves little room for other types of watches. The same pre-eminence is echoed in searches for both brands- Rolex, Omega, Breitling and TAG Heuer - and models - Seamaster, Speedmaster, Daytona, Aquaracer, etc.
These figures naturally only reflect internet or "virtual" behaviour. Nonetheless, if these searches or "user intentions" do in fact translate into purchases, the best-selling watch clearly embodies a luxury object that is within reach of men - all the model searches are for masculine timepieces! - with a small sum at their disposal and who are looking to treat themselves to a well-known and clearly identifiable product. The watch buyer profile that emerges is that of a man with an established career and wishing to own a precious object. It is also worth noting that this man wants to buy authentic models, since searches linked to replicas or fakes account for only 2.3% of the total number.
The biggest consumers
The WWR underscores the public interest in affordable models with a powerful image. Its analysis of the typical watch consumer reinforces the idea that these are the kind of people who actually buy the most timepieces. After years spent in a kind of hype bubble with brands presenting ever more luxurious and expensive models, there is clearly a renewed interest in products that are simpler but also accessible to a broader market segment. This judicious trend was already apparent at the recent watch shows, and a glance at the strategies adopted by brands in their latest collections reveals their determination to win over these clients who had not so far been given due consideration.
Read the IC-Agency press release
The IC-Agency report can be ordered from the following website:
www.worldwatchreport.com
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