Interesting article in Fondation de Haute Horlogerie e-newsletter. They have tracked which brands are most searched for in search engines the world over. For Vacheron Constantin, '61% of searches come from BRIC countries'. BRIC refers to the emerging markets of Brazil, Russia, India and China. Presumably a deliberate tactic on VC's part and business-wise pretty smart. Will be interesting to see if VC ends up with effectively two collections: those aimed at Europe and those aimed elsewhere... Full article for those interested at http://journal.hautehorlogerie.org/en/echoes/in-the-market/the-internet-and-luxury-watches-china-is-hot-on-the-heels-of-the-united-states-2427/
it would be counter productive to make watches specifically for a
02/26/2011 - 04:42
certain market and VC won't go that way. Well let's say you can have limited editions made for a market like the Malte Tourbillon for HK or the Overseas for Greece but they are just evolutions of existing designs, making something for the exclusive tastes of an emerging market would be wrong because: - the production capacity is not extensible and what you give to one market you take away from the other and it dis- equilibrates your production - if people from a specific market like your watches and buy them its because they like your style as it is, if you change that style you loose your brand image and style and end up with clients for whom you make special watches but who turn their back on you!
Separate collections for separate markets would be wrong
02/26/2011 - 10:29
in my opinion. With the limited number of watches that VC makes, (18K-19K this year), creating separate collections would really affect the positioning and Brand. Do you have a European VC, a BRIC VC, a North American VC? How much do we separate the markets (i.e., China vs. S.E. Asia vs. India, etc.) Would there eventually be quality differences (whether real or perceived)? This would put any brand on a very slippery slope. IMHO, there must be only VC collection and serve the world markets (I'm not including the occasional LEs for certain dealers that Alex has already referred to - those are minor/cosmetic changes to me) I think the interest in VC (as well as other major luxury brands) from BRIC is not something that VC intentionally created. It comes from regions with new found wealth and strong demand for luxury items to show off that wealth. So they look for the world's best, aka VC, :-) Best Regards, Dan