Every year the Digital Luxury Group unveils during the SIHH (Salon International de la Haute Horlogerie in Geneva) the market research results for Haute Horlogerie brands in its WorldWatchReport.
The Report is based on millions of searches by independent and anonymous consumers through the leading internet search engines (Google, Bing, and others) and provides a unique view of preferences and topics of interest.
The full Report, which covers 40 brands and 20 markets, will be available at Baselworld, next March.Seven main trends were revealed, some of them obvious and some surprising:
- China becomes the #1 market for Haute Horlogerie.
- One out of six queries are made from a mobile device.
- IWC (23% of the searches), Patek Philippe (16%) and Zenith (11%) are the brands most searched for.
- Jaeger-LeCoultre’s Reverso is dethroned by Audemars Piguet’s Royal Oak ánd IWC’s Portuguese.
- Singapore is the country where the consumers possess the most advanced knowledge of Haute Horlogerie.
- Most of the searches for tourbillon movements are for Jaeger-LeCoultre’s Gyrotourbillon.
- In terms of social media (Facebook, Twitter, and so on) IWC is the most popular brand, before Jaeger-LeCoultre.
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