1. Market introduction
1. Key figures
The market of watch industry is always increasing instead of the crisis and other external economical factors. There is a lot of “luxury watches” brand that can be divided on two groups, according to the watchmaker “Berner” dictionary: the factory watchmaking and ending workshop.
Another mean to be sure to identify a brand of “Haute Horlogerie”, is thepresence in the product catalogue of a big complication.
According to Wikipedia: “In horology, the term complication refers to any feature beyond the simple display of hours, minutes, and seconds in a timepiece. These functions can be astronomic, practical or technical to improve the precision….”
A complicated piece is referring to a “high know-how” horloger.
The most important brands arepresent in the listing elaborated by the Steering Committee of “la Fondation de la Haute Horlogerie” that accounts 60 brands.
2. Main actors
LBSI (Luxury Brand Status Index) realized a survey on les Ultra-Luxury Watches 2006, some key points of this survey are:
• Rolex (82%) and Cartier (73%) are the luxury brand the most known. A Rolex watch has been bought by 45% of the asked peopleduring the last eighteen months.
• The brands Patek Philippe and Piaget are known by 58% of rich people asked. Then we find Hermès, Van Cleef & Arpels
• Men know the less famous brand better than women. The knowledge of the famous brands (Rolex, Cartier, Patek Philippe and Piaget) increase with the age, but decrease with the incomes and the prosperity.
• For the social statut, PatekPhilippe, et Audemars Piguet take the first position.
2. Rolex and Patek Philippe comparaisons
1. Brand origins
ROLEX was founded by Hans wilsdorf. This latter entered the world of swiss watchmaking at a time when the pocket watch was the order of the day. He began to dream of a watch worn on the wrist. In 1908 Wilsdorf registered the trademark "Rolex" and opened an office in Switzerland.Patek Philippe & Co. (PP) is a Swiss luxury watch manufacture founded by a Polish immigrant business man Antoni Patek and the French watchmaker Adrien Philippe in 1851. In 1868, Patek Philippe made their first wrist-watch. Since 1932, the company is owned by the Stern family. The company is located in Geneva and the Vallée de Joux .
2. Chinese portrait
If you were an animal? Atiger A lion
If you were a colour? Green Golden
Ifwere a season? Spring Autumn
If you were a town? Paris London
If you were a place? A Green A castle
If you were a sport? Tenis Polo
If you were a car? Ferarri Rolles royces
If you were an element? Fire Water
3. Kotler analysis and Kapferer prism
Patek Philippe4. Brand identity
a) Brand naming: semantic, phonetic, formal structure, evocation
“Rolex”,the origin of this name is still mysterious. Some says that it is the abbreviation of “horlogerie d’excellence”
For Rolex, the name is not cumbersome, and has a pleasant sound and its pronunciation is unchanged whatever European language spoken.
ForPattek Philippe, the name is complicated and not easy to pronounce.
For Rolex, the name is short and it is easy to inscribe the two syllables in the watch dial. It is written with green capital letters.
For Patek Philippe, the name is long written with black capital letters.
Patek Philippe Rolex
Gender Masculine Masculine
Age Old 40 to 50
Color Black Green
Shape Square Wavy
Music Classic Jazz and slow
Light Subdued light Shining
Touch Leather Metallic
Weight Heavy Not heavy but not light
b) Visual identity
Since its creation, Rolex has a yellow crown inscribed by laser as a logo which symbolizes engineer’s hand- five fingers and the wrist.
For Patek Philippe, the logo is the order of calatrava emblem which...
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