China top in haute horlogerie as IWC shines online

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Seven fast facts about the watch world from WorldWatchReport 2012

The full WorldWatchReport won’t be available until BaselWorld in March but visitors to SIHH earlier this month were given a sneak preview into this year’s findings of the annual watch report compiled by Digital Luxury Group.

The WorldWatchReport, which covers 20 brands and 40 markets, is based on millions of intentions expressed independently and anonymously by consumers searching for luxury watch brands through the world’s leading search engines and the analysis provides a view of the preferences and topics of interest of luxury watch shoppers around the world.

In the build up to the launch of the 2012 WorldWatchReport, Digital Luxury Group has released details of the seven main trends that it feels will shape the world of haute horlogerie in 2012.

 

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WORLDWATCHREPORT’S SEVEN KEY TRENDS FOR HAUTE HORLOGERIE

1. China becomes the #1 market for haute horlogerie
For the first time since the launch of the WorldWatchReport in 2004, China overtakes the US to become the market with the highest demand for haute horlogerie, with nearly 25% of the international search market share versus 21% for the US.

2. 1 out of 6 queries are made from a mobile device
Nearly 17% of the global searches for haute horlogerie are now performed through web-enabled mobile devices. The share of mobile searches are particularly high in Japan, where it represents almost 50%.

3. IWC, Patek Philippe and Zenith are the most searched-for haute horlogerie brands
IWC (23%), Patek Philippe (16%) and Zenith (11%) capture 50% of the demand expressed for haute horlogerie brands internationally via search engines.

4. Audemars Piguet’s Royal Oak dethrones Jaeger-LeCoultre’s Reverso
For the first time in three years, Jaeger-LeCoultre’s Reverso has lost first position as the most wanted haute horlogerie model. The watch now finds itself in the third place behind Audemars Piguet’s Royal Oak and IWC‘s Portuguese.

5. Singapore, a land of connoisseurs
Singapore is emerging as the country where the clientele express the most advanced knowledge of haute horlogerie models, with 18% of the demand directly linked to model names, rather than just brand names alone.

6. Jaeger-LeCoultre acclaimed for its Gyrotourbillon
The Le Sentier-based brand captures most the demand related to tourbillon movements. In contrast, IWC – which is the most searched-for haute horlogerie brand – ranks only in 8th position, with a lower number of searches related to technical terms.

7. IWC shines on social networks
Active on Facebook, Twitter and Sina Weibo, IWC has established itself as the most advanced haute horlogerie brand in terms of social media. On Facebook, IWC maintains a high engagement rate and has a community – 230,000-people strong – which is more than twice the size of its nearest rival Jaeger-Le Coultre with 85,000 online fans.

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