Ajouter aux favoris   Ajouter cette page à mon bookmark --- SOCIAL BOOKMARKING --- Digg Furl del.icio.us Netscape

Mintel estimates that the total UK market for luxury watches is worth £405 million in 2005. Since 1996 there has been shifting consumer attitudes leading to substantial increases in demand for luxury watches. Women are now playing a greater role in the market and there has been an increase in the aspirations of younger consumers towards the ownership of luxury watches.
Bringing together the most innovative consumer research and latest market analysis, Mintel's new report offers you all the insight and inspiration you need for designing clever, creative and profitable marketing strategies. Use Mintel's research to:
Track the market's size, trends, drivers and segmentation
Discover what the luxury watch consumer considers to be the most important features of watch, enabling you to tailor your offering accordingly
Pin point market potential before your competitors Find out how to best reach key audiences with the most effective marketing communications
Measure market forecasts and build realistic business models
Gain insight into future trends
Develop the next big idea in the luxury watch market
Gather in-depth information about consumer target groups, including key demographics and media targeting information

Introduction and Abbreviations Definition Consumer research ACORN Advertising data Abbreviations Executive Summary Men’s attitudes fashion are changing Market witnessing steady growth Women’s watches growing faster Rolex dominates Strong brand image requires heavy media spend Independents dominate Consumers are more receptive Portents for the future Market Drivers Attitudes towards fashion, style and dressing Figure 1: Attitudes towards style and fashion, 2000-04 Men want to stand out in the crowd Accessories and style Growth in 15-24-year-olds providing a favourable operating environment Growth in ABs providing a rich and productive body of consumers More women at work Economic health Skills base Counterfeits Market Size and Trends Volume continuing to outstrip value Luxury watches account for only 3% of the watch market in volume… ...but 55% in value Healthy growth Increase in unit price Younger buyers Change and innovation Style Size and simplicity Diamonds Limited editions Gift purchase Celebrity association Watchmaking and jewellery Market Segmentation Mechanical watches dominate Men’s watches are most important Women’s growing importance Femininity and fashion Women and mechanics Mechanical interest and affordability New Product Developments Spring Drive movement Technology and the future Materials Technology as protection? The Supply Structure Imports The Swiss name Swiss exports The UK as an importer Brand shares Groupings Companies and brands The Rolex Watch Company The Swatch Group of brands Omega Longines Rado Other Swatch brands The LVMH Group of brands TAG Heuer Zenith Other LVMH brands Gucci Group Gucci The Richemont Group of brands Cartier Baume & Mercier IWC Jaeger-LeCoultre Other Richemont brands Raymond Weil Oris Maurice Lacroix Breitling Other companies Advertising and Promotion High advertising-to-sales ratio Print media International media Rolex TAG Heuer and Breitling Omega and the Swatch Group Goldsmiths Group Other advertisers Sponsorship Trade events Other below the line Distribution Figure 18: UK retail sales of luxury watches, by type of outlet, 2002 and 2005 Retail change Independents - a clear competitive advantage General jewellers Dedicated jewellers and watchmakers Other independents Multiples The MW Group The Goldsmiths Group The Signet Group The Consumer Ownership Upward trend for ownership Potential ownership also up The gift element Non-buyer trends suggest growing interest in category Favourable shift in attitudes Desirable features General qualities Branding Functionality Men look for more conspicuous added functions Holding value ABC1 consumers look for Swiss heritage Brands appeal to under-25s Desirable Features - Detailed Demographics The Future Omens are good Favourable demographics provide a fertile background to growth Figure 40: Projected UK population, by age, 2005 and 2010 More women in work delaying families for longer Innovation will remain key Luxury watches must maintain their exclusivity Forecast Optimistic future growth Amicable future conditions underlie positive growth On the perception of luxury watches Factors incorporated in the forecast