Elegant in a nostalgic look
Luxury retailers—jewelry and watch stores—must position their brands in an increasingly global market.
Advertising campaigns by jewelry and watch retailers. During the year
the visitor frequency and the length of stay under
are average,
the fear of the threshold seems to have almost completely disappeared in December, and the
expensive stores fill up with customers eager to buy.
In the pre-Christmas environment, where 13th month pay and bonuses are the
temporarily increased liquidity with a broader public and thus the
The willingness to make extraordinary gifts is increasing
Jewelry and watch retailers, the watch brands themselves are also increasing their advertising pressure.
up.
This is how it currently shines and sparkles in newspapers, magazines and from
the posters much more metallic than at any other time of year.
Lukas Zihlmann from Media Focus
confirms the seasonal nature of advertising expenditure in this sector, which
is on the upswing. The figures speak for themselves: the
In the first ten months of the year, the key "watches and jewelry" market
over 27 million francs in classic advertising in the current year
were invested. This corresponds to an increase of a good 28%, meaning that the
luxury segment in 2005 behind transportation, but still ahead of the
Telecommunications the sector with the highest growth in advertising spending
will be. Especially when you consider that in the last three
traditional sales peak in the first months of the year, which is followed by
accompanied by a firework display of advertising. In 2004, this devoured
fourth quarter accounted for more than half of the total annual budget of around
44 million francs.
The share of the numerous, mainly small jewelry and
of the industry's advertising budget is relatively modest.
Many of them have a very local customer base and a
corresponding awareness, which they achieve with the support of manufacturers and
their product-oriented pull campaigns, brochures and catalogs
serve. By far the largest share of communication is controlled by
The brands of the luxury goods groups themselves therefore contribute.
Retail chains build image
These are followed by a number of owner-managed businesses that are
generations have been able to expand and acquire new businesses.
In contrast to the small individual stores, these have different
positioned chains have realized in recent years that they can benefit from the
Retailers must grow into a brand in order to meet customer demand for
more prestige. Because when you buy an expensive watch or
The purchase price of an exquisite piece of jewelry is not the decisive factor - that is
the same everywhere - but on the one hand the brand assortment in breadth and
depth and the most exclusive ambience possible. With a
strong brand, retailers can also create clearly differentiating
communicate brand promises much more concisely and sustainably.
Hermann Waterkamp, CD and Managing Partner of Leagas
Delaney Hamburg, who works for the internationally active German jewelry and
watch retail chain Wempe, knows that "this clientele, which
already has a certain basic knowledge, not primarily about
service, expertise or watchmaking tradition". Such qualities
are usually taken for granted. "Market research has shown us that
it is not about buying and owning a Masterpiece, but about the
moments of great emotion associated with it," explains Waterkamp.
He appropriately developed Wempe's brand presence on the platform of the
emotional inner world "Wempe. Show what you really feel".
When it comes to the big emotions, people feel more comfortable with a
Retailers with a department store or chain store groove are less well catered for,
than in a well-known family business or in the fine
manufacturer boutique. The younger distribution channels of the
international luxury goods groups have set the benchmark in ambiance and
Brand attractiveness set high. As the examples of
Omega, Tourbillon or other Swatch Group boutiques, the
manufacturers are increasingly entering the retail business themselves and "opening,
where retailers are unable or unwilling to do so, have their own boutiques with
a consistent brand presence," says Beatrice Howald, Head of PR
at Swatch Group.
Switzerland's largest retailer reacted to the changes in the retail market by
Jewelry and watch retailer Bucherer already three years ago; under
with the relaunch of its Carl F. Bucherer watch brand and before
few weeks with a
new branding campaign, which is clearly a sender advertisement from Bucherer
is recognizable. The Lucerne jewelry and watchmaking company is thus completing the
the same step as Wempe, whose campaign has no longer included the
features of co-branding, but is a real brand campaign.
It is therefore not surprising that Lesch + Frei's
four years, the positioning "For the most beautiful moments in the
Life" also by the new house agency Jung von Matt/Limmat
will be continued. In addition to the new image appearance, the
status of the jewelry and fine watch business in Switzerland also includes the
international claim and also builds a bridge to the
Founded in 1888 and a tradition.
The CD duo Michael Rottmann and Alexander Jaggy set the mood.
and the lifestyle of the opulent French fin de siècle through
Photographer Ellen von Unwerth's new interpretation. Romantic, emotional
the eleven motifs dramatize in a very independent way the
precious, delicate Bucherer world. While the characters here are charming
make the leap back in time just on the verge of kitsch and thus
deliberately ignore moments of identification, those responsible chose to
at Juwelier Kurz a very contemporary presentation for their
Image campaign.
Short - the beautifier of women
To this end, Jeweler Kurz Managing Director Olivier Fabrikant stretched his
brother, Remy Fabrikant, CD at JWT+H+F. He was supposed to
Repositioning of the watch and jewelry company Kurz on a communicative level
level with the same modernity and stylish look as
star designer Hannes Wettstein has already done this in the newly designed
Kurz branches on Zurich's Bahnhofstrasse and in the Glatt center
has been spurred on. The result is the first - initially locally deployed -
large, multimedia campaign for Kurz.
At the center is the simple statement that all women are beautiful,
and that Kurz has the right piece for every woman to
personality and to express their character.
underline. The proof is provided by the portraits of "completely
unknown Zurich women from the street," explains consultant Rainer
Bühler. For those for whom the headline and implementation are still not confident enough
is released, the short teaser spot on local TV stations will refer to the
making of the campaign on the Internet. The campaign is accompanied by
Image campaign of product advertisements in daily newspapers.
Luca Aloisi
