Report contents.

Main indicators include:

Social Media

The WorldWatchReport™ monitors the popularity of brands and their respective interactivity on Facebook, Twitter, YouTube, as well as leading Chinese social media platform, Sina Weibo. The following indicators are used to benchmark the performance of watch brands on these platforms:

Number of Fans/Followers/Video Views Ranking: These basic indicators highlight social media footprint and allow brands to benchmark with key competitors.

Which brands are gathering the largest communities on Social Media?

Engagement rate: The engagement rate is a qualitative indicator measuring the level of interactivity between a brand and its community on Social Media sites.

What are the best practices in terms of content strategy for luxury watch brands on Social Media?

Mobile

Mobile Usage Regional Patterns: A shift is happening in the way the clients are consuming digital media, increasingly through web-enabled mobile devices. This metric deciphers the level of maturity of mobile use amongst the luxury watch clientele, as well as the specific concerns of clients whilst being “on-the-go”.

Which markets need prioritizing for mobile marketing initiatives?

Mobile POS Demand: Word Watch Report analysts identified the rising demand for point-of-sales information for luxury watches. This indicator reveals the percentage of total demand for point-of-sales made through mobile searches.

How can brands’ mobile strategies generate in-store traffic? 

Product Range

Case Material: This indicator monitors the regional demand for case materials in the geographies covered by the WorldWatchReport™

What is the demand for yellow gold vs. white gold watches in Northern China?

Tourbillon Movements: Included in the searches tracked for watch complications, Tourbillon-related searches is an indicator that can be used to gain an insight into the demand for technical and top-of-range watches

What are the most renowned brands for their watchmaking savoir-faire?

Watch Style: Some markets are more attracted by sports watches, while other  markets tend to be more interested by classic styles. This indicator evaluates the market demand for specific collections and product lines

Which markets show enthusiasts for Sports watches? Classic Watches? Diving Watches?

Women’s Watches: The female target audience has become a key growth driver for many luxury watch manufacturers. This indicator looks at the popularity of ladies collections and product lines across the various markets.

Which brand is the most sought after for Ladies watches?

Brand Distribution

Distribution: Every search query related to point-of-sales or purchase intent is tracked, providing unbiased insights into where clients and prospects search for boutiques and point-of-sales.

In which markets should retailers’ visibility be reinforced?

Online vs. Offline Purchase Intent: Considering the increasing demand for online point-of-sales, this year, the World Watch Report integrated a new metric that allows brands to better understand consumer demand for online purchases.

When and where should brands move forward with e-commerce?

Client Behavior

Search Intentions: 14 different client intentions are featured in the report, ranging from price concerns to the search for vintage watch models. Search intentions indicators highlight the various market specificities for each brand.

How US vs. European clientele respond to price-sensitivity?

Watch Affinity Index: This indicator shows the total number of watch-related searches per thousand internet user, revealing the markets where the interest for watches is the most concentrated among the population.

What is the level of interest for watches in a specific market? 

Identifying the “connoisseur” markets: Complementary to the Watch Affinity Index, the “connoisseur” indicator identifies the markets where the proportion of searches for specific watch models and collections is the highest.

In which markets should product-centric advertising campaigns be reinforced? 

Brand-Ambassador Association

Most Searched Ambassadors Rankings: The WorldWatchReport™ annually tracks more than 200 watch brand ambassadors in order to benchmark the popularity of celebrity endorsements across the different markets.

Which celebrities are gathering the most attention? In which markets?

Brand-Ambassador Association: This indicator analyzes the impact of celebrity endorsement strategies on client’s perception by measuring the number of times people associate the brand with the ambassador selected.

What is the impact of brands’ celebrity endorsement strategies as expressed by the audience? 

China Regional Searches

The WorldWatchReport™ also provides regional and city-level information about the demand for brands within China.

How regional maps depicting online demand for brands can support commercial strategies and expansion plans of retail networks in China?

Counterfeiting

Share of Replica Searches: This indicator applies to geographical or brand levels. It shows which markets register the most volume of demand for counterfeit products. At the brand level, this indicator points out which brands are the most affected by the counterfeit threat.

What are the worldwide trends in counterfeiting? Which brands are affected the most? Where?

Tailored to your needs

The WorldWatchReport™ is available in 3 main editions to address the various needs of the luxury watch industry. Digital Luxury Group also provides custom data related to specific brands upon request.

Find out which edition is made for you »