Watch circles and the same type of technology industry share common features, but they seem extremely unique in some ways! Probably since the invention of clocks by mankind, it has been dubbed the ‘luxury’. So in an era when there was no brand marketing, word of mouth put the clock on a high-end label.
Today, any brand that can be said is also going all the way up the road. When the watch industry wants to extend its tentacles to other industries, whether it is a brand name, media advertising, or even a magazine column, What must be considered must be the correlation between this industry and consumers of high-end watches. In simple terms, what people who buy watches care about, so in the end, the brand joint names are some expensive sports events. The advertisements received by the media are imported cars, whiskeys and real estate. The relevant units opened by the magazine are high-end cuisine and overseas travel. If these are the things that people who buy watches care about, conversely put these things together. In my opinion, the image of the watch buyer is a little simple.
Of course, what I want to tell you today is not these common tricks. It seems that in the current context where there are only strange things that can help the world, watch brands have also smelled such unstoppable influence and started a seemingly nonsense. Big competition. The following text is just from personal feelings, and those who don’t like it can detour.
When I first heard that the “Little Prince” teamed up with IWC, I didn’t think that it was the little prince who talked about the story, but thought that the tall and little prince of a certain country, but it turned out that I was still wrong! IWC introduced the latest generation of the Little Prince commemorative model at last year’s WW watch exhibition.
To be honest, I didn’t expect it to have such a big influence at the beginning of the hearing. This generation of commemorative models mainly refers to perpetual calendar models. Everyone’s evaluation of him is that it is considered to be the best model of all generations. Therefore, it has become one of the most favorite watches of many people. Personally, I only came into contact with the fairy tale ‘Little Prince’ in junior high school. Although I can’t represent most people, it is definitely a representative of the typical 1980s in the Mainland. When I was young, my understanding of fairy tales was limited to Grimm’s fairy tales. And Andersen’s fairy tales did not leave much deep marks on high-level fairy tales like the Little Prince in the same year.
From this point of view, our parents’ knowledge of the little prince is more negligible, but this is only the cultural background and division of some areas. People who may know a little bit know that The Little Prince is the writer Anthony de Saint-Erène. The famous French children’s literature short story written by Xupery in 1942. So far, his reading volume is one of the only books in the world after the Bible, which can show its potential huge market value. Brands are used as a cut-in. Whether they like it or not, to a certain extent, this is considered to popularize the collective subconsciousness of the audience, so it is basically advantageous in marketing.
However, as a region with low awareness, such as the region represented by me, the brand has also done a lot of marketing. The trick is not new, it just works. Therefore, the brand also found that the father and son of a personal reality show show fire at the time as the best promotion of this watch, suddenly opened the door to the market. This should be regarded as a combination of what seems unexpected and actual!
What I want to tell you next is actually not new, but it still has a stunning effect. In 2013, Swiss luxury watch brand Franc Muller presented a tailor-made watch to Uncle Bird. The dial of this watch is a comic style of PSY riding a horse, and the case is set with more than 500 diamonds.
Frank Muller is listed as a high-end watch in the watch market, and the price is often 100,000, so it is prohibitive for many people. But when this watch made for Uncle Bird just came out, it was really an uproar. Many people said that this was a fake watch. According to Frank Muller’s routine, there would be no such world. But reality once again proved that we were wrong again!
It is reported that Franck Muller, the founder of the famous Swiss watch brand Franck Muller, had lunch with PSY at a western restaurant located in Gangnam, Seoul. During the period, Franck Muller gave PSY a specially designed ‘horse dance’ watch. PSY received a watch designed by the founder of Famulan and expressed his excitement on the spot. Called himself ‘unusually significant.’
The watch presented to PSY by Franck Muller belongs to the most representative Cintre Curvex series of Franck Muller. The French company said: ‘To commemorate the extraordinary achievements of PSY in the world, Frank Muller specially crafted a unique watch for him in the world. The design style of this watch belongs to the Cintre Curvex series. Its case is embellished with 500 diamonds. In addition, the black numerals on the right side of the PSY comic-shaped dial are also inlaid with more than 60 diamonds.
There are so many surprises. A globally popular horse riding dance has uncle Bird printed on the dial of Frank Muller, which sounds really incredible. But as I said just now, because of the differences between regions and regions, we understand things from very different perspectives. Most people in my camp feel that it is very low to print a pop singer on a high-end watch. This deep-rooted concept may be derived from the fact that Franck Muller watches are not affordable, but Everyone can sing and dance. It is this strong sense of gap that makes it difficult for some people to accept this fact. Of course, a friend beside me also said another point, that is, even the front-line big names around us are used as spokespersons in various public places or the image of food packaging is always awful, so it’s decided We will have the inherent concept that as long as it is printed on the product, both the product and the star will be very low.
As mentioned above, tricks are no longer new, and it is the last word to use them all the time. Due to the world popularity of Uncle Bird, Frank Muller felt that this cooperation was not a loss. You can think about how many people know this watch brand and how many people know Uncle Bird, so it seems that this cross-border is reasonable again!
If it is to say that the most frustrating brand in the watch industry, I think it must be Hublot. All kinds of famous events and new products can’t get on the bridge without it. From all aspects of clothing, food, shelter and transportation, as long as he wants to do, he can find a reasonable and reasonable name.
I still remember that around 2012, Hublot launched a watch for a famous hotel. The new watch is characterized by bright yellow elements, and the hour markers, hours and dials in the dial are all beautiful yellow. The case is 48 mm in diameter and is made of titanium. Water-resistant to 4,000 meters. Date display at 3 o’clock. The dial is protected by sapphire crystal with a thickness of 6.5 mm.
In fact, it’s no wonder that the brand has nothing to do with everything, but is it a bit too arbitrary for the brand to simply categorize consumers? The people who buy watches are all really Bentley, drink Johnny Walker Oldest, and sit in their mansion Did you watch F1 broadcast on an oversized TV? I think part of it, and I think there is nothing wrong with it. It is a good thing to improve the quality of life if you can do it (but if Bentley and the toilet at home are gilded, it is another thing), but Do the people who buy watches really care about these things? I think some of them also like to read novels, listen to rock music, and make warship models; this example is not to say that reading and listening to rock music is more cultural, driving famous cars and drinking whiskey are local tyrants and bad gents, but want to discuss People who buy watches also have their versatility.
The watch that I said at home should have attracted much attention in the near future. The original intention of the product design is still relatively unpopular! Breitling’s famous Emergency watch, his most powerful part is that when you are in deep trouble and no one is helping you, this watch may be able to save your life.
Just last year at the Basel Watch Fair, the brand launched EmergencyII, which is the previous upgraded version. The reason for mentioning this watch in this topic today is that I think the brand must have more gimmicks than content when designing this watch. If I bought this watch, I may not necessarily use it, because it is still difficult to operate. If I can really skillfully use this help-seeking skill, then the organization that received my signal will not necessarily come to rescue, and in many places, this watch may not emit a signal. Probably the most tedious point is that once I use this emergency help function, the watch will be returned to the factory, and I can’t restore it to the original!
Such a tedious operation requires the right time and the right person to be able to bring out the functions of the watch, so Emergency was still little known at the beginning. Until the Malaysia Airlines incident in 2014, there was a saying in the bezel. If someone was wearing the watch on the plane at that time, maybe the plane could be found soon. With the increasing influence of this incident, people have gradually come to understand the powerful use of this watch.
Breitling launches the world’s first Emergency II watch with built-in dual-frequency personal positioning beacon (PLB), equipped with a dual-frequency transmitter that meets the special requirements of the Cospas-Sarsat global satellite search and rescue system, which can simultaneously send a distress signal and Guide search and rescue missions.
Followers of the Malaysia Airlines incident, we have been popularized by former people with aviation knowledge, maritime knowledge, and even current watch knowledge. We have to admit that sometimes coincidental event chain reactions always bring two effects. The unprecedented enthusiasm of the nationals for EmergencyII also seems to make the brand’s marketing with such a niche sensible.
Having said so much, some people may not agree with me, which is reasonable. If the clocks are categorized as tall, it will not be a problem if they can be reached or not, as long as a reasonable statement is given. However, individuals still think that things are clustered together. People are grouped only in a very broad sense. In fact, more refinement can be made on this basis. In fact, as a brand today, it has realized this problem, so there are so many different things. Cross-border and gimmick. In short, don’t underestimate your customers, they are far more than you think.