Under that title, the Swiss Marketing Club organized again a memorable event today. About 200 people were reunited in a theater built in 1837 (L’heure Bleue in La Chaux-de-Fonds) to discuss the way to market timepieces.
Amazingly low profile When you discuss with friends (obviously depending on who your friends are) about watch industry and the way people behave in that world, you often have the impression that some people there think that they are just better than anyone else. And that was not the case at all today. The Swiss brands were there to learn and exchange information about how the market evolves. That was nice to see that all these companies actually have a marketing approach and the willingness to learn more, year after year.
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Experts discussions from left to right: Emmanuel Vuille, CEO Greubel Forsey, Nathalie Veysset, CEO De Witt, Antonio Calce, CEO Corum and François Courvoisier Management School ARC.
. Open to the world In our ever changing world, what are the values that make people buy? In fact the situation is what gives sense and if the situation changes, then sense changes too. The brands must listen to their customers to tailor their offer (this is actually marketing, isn’t it?)… but is it always the case? Sometimes a nice idea that comes from inside also brings the market a brand new idea that is instantly bought (see the iPhone) (Isn’t it marketing too?). Partakers were able to explore both aspects during the day (and many others).
Music versus management We also understood how the changes in music from simple to complex (and the contrary) and from the inside to the outside (and the contrary) can be used to explain companies behaviors… a very strange but actually clear message. Branding still a very strong asset On a study based on panels for watch and jewellery, we discovered that within the past few years, the watch industry resisted far better than industry of jewels. This information alone is not that important, but what makes the difference is the fact that in jewellery, only 10% is sold by brands… and in watch industry it’s 90%! To conclude that brands is still a strong asset is quite evident.
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Next Year’s event will take place on December 2 still in La Chaux-de-Fonds. If you’re active in a way or another in Watch industry, subcontracting and/or marketing, book the date now.
I know that this post is not as technical as usual, but such a day impacts directly the way to design and produce watches… Good evening
py
You can reach the website of the organizers here (in French) www.marketinghorloger.ch
