Better rare than the 007 watch

George Clooney sips capsule coffee, Robbie Williams suddenly drives mid-range cars. The watch industry has not been spared the celebrity craze in advertising either. A major Swiss manufacturer is advertising its "agent's watch" to coincide with the movie due to be released in November. However, the main actor himself wears watches from another brand remarkably often in his private life. "Paid brand ambassadors are a very expensive betrayal of the customer," says Thomas Steinemann, CEO of DuBois et fils, in a statement. The Swiss watch brand is taking a different approach and turning its own watch wearers into brand ambassadors for a rare luxury item: only a maximum of 99 of each model are built. "With this concept, we are growing in Asia, Europe and America, and awareness is increasing through our customers and the shareholders that we were able to win as shareholders in our factory during a crowdfunding campaign," says Steinemann. The luxury watch industry is currently in the midst of a wild downturn; the market has shrunk considerably due to the global economic situation and the enormous price increases by manufacturers.

Rarity instead of celebrity bonus

Compared to other manufacturers, DuBois et fils has created exceptional exclusivity through strict limitation. For Steinemann and its customers, this is where the added value lies, especially as the brand philosophy also extends to the buyer. Rarity ensures special value. "The DuBois et fils concept does not involve spending a huge marketing budget. Either the product is good and finds independent distribution - or it's not," is the summary of the watchmaker from Switzerland. For Thomas Steinemann, turning the traditional world of luxury marketing on its head is a positive side effect: "We are the oldest watch factory in Switzerland, which has been producing watches without interruption since 1785. That was the most important reason for me to do something different from other brands."

Independence is the trump card

With his own self-confidence also comes a strong independence, which Steinemann wishes for the entire industry: "Concessionaires and jewelers are under increasing pressure from the big brands. In terms of sales and display, they quickly find themselves with only limited control of their own premises. Consumers tend to want very exclusive watches - in the sense of rare, not just expensive." The retail market is therefore beginning to view brands such as DuBois et fils - independent and exclusive - with growing interest. Meanwhile, more and more watch companies are up for sale, as one insider reports: "In Switzerland, brands such as Maurice Lacroix and Glycine are on the market, and there are also initial rumors in Glashütte. The sales crisis has hit many companies hard - with consequences such as short-time working and enormous job cuts," says Thomas Gronenthal, trade journalist and jury member of the Watchstars Award. (pd/hae)