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Social media and the luxury watch industry (part two)
Culture

Social media and the luxury watch industry (part two)

Tuesday, 24 July 2018
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Cécile Fischer
Editor, RE-UP

“Wise with words”

Telling stories word after word.

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3 min read

The luxury watch industry is a relative newcomer to social media, the most recent example being Patek Philippe’s Instagram debut in March. Are luxury watch brands finally realising the importance of social media to their business?

Targeting millennials, the new generation of luxury watch buyers
Who runs social media? Millennials! For an industry led by an older generation, understanding the millennial mind may prove challenging. But Gen Y and millennials are the next generation of watch buyers, and social media remains the best way to get through to them.

Are brands ready to ask Y?

Generation Y is the largest consumer demographic in history. Born connected, these 15 to 35 year-olds don’t think, communicate or buy like their parents and grandparents. Brands have had to get into their minds and learn to speak their language, but the watch industry is still lagging behind.
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Dubai: Understanding the millennial mind

Millennials are the future buyers, but do Fine Watch brands have what it takes to lure them away from their natural habitat? Will it take a new Generation Y of watchmakers to capture their attention? These are the questions we asked at Dubai Watch Week 2017. Here are the answers.

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“You have to know your customer if you’re to convince them to buy”

We spoke to watch collector Francois-Xavier Overstake, aka @equationdutemps, about how brands are failing to properly understand their customers and struggling to address millennials.
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Why watchmakers must crack the youth market (1/2)

Youth are tomorrow’s decision-makers and the next day’s consumers. This article, the first of two, looks at early initiatives to reach this demographic using online strategies.
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Why watchmakers must crack the youth market (2/2)

Part two of this series considers why social media may not be the only way to reach a younger generation of watch buyers.
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What are the most popular watches online in 2018?
Sometimes, products have a stronger online presence than the brands that make them. We’ve collated a list of articles about some of the top-performing watches online so far this year.

Why is the Rolex Submariner so popular on social media?

The Rolex Submariner has achieved such cult status that it’s now one of the most recognisable watches out there. Having not only survived but thrived across decades, we look at the power of this icon online.

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Why is the Rolex Submariner so popular on social media?
Thursday, 19 April 2018
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Top 5 watches on Instagram during Baselworld

Baselworld brought its usual slew of record-breaking watches and new models. Which of them fared well on social media and why? Our answers, here.

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Top 5 watches on Instagram during #Baselworld
Wednesday, 11 April 2018
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Top 5 A. Lange & Söhne on Instagram

Having analysed A. Lange & Söhne’s social media performance here, we looked at its best-performing watches on Instagram. Check out which watches made the top five.

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Tuesday, 23 July 2024
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Top 5 ladies watches on Instagram

Gone are the days when brands presented their women customers with scaled-down versions of men’s watches. This year’s watch world is all about the ladies. We reveal which models are the most popular on Instagram and why.
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