Social Media buzz report about Baselworld and luxury watch brands.

1. Luxury Watch Brands
Social Media Buzz Report
March 2012
Damian Kunz, Dominic Stöcklin, Jan Sedlacek
Picture: www.baselworld.com

2. Management summary
/ Articles about replica watches, which are spread by spam accounts dominate the overall buzz. The replica watches
are praised in blogs or forums, which is why there is so much buzz within these sources.
/ Rolex is the brand that is most talked about (1’450’557 mentions), followed by TAG Heuer and Omega.
/ With respect to the most mentioned watches, the Breitling Superocean is by far the most popular watch among our
sample of luxury watches (228’726 mentions), followed by Omega Seamaster and Omega Speedmaster.
/ Brand Ambassadors have a lot of buzz (also in conjunction with the watch brands), whereas owners / managers of
watch brands have in general less buzz than the ambassadors (although their buzz is higher in conjunction with the
watch brand than without it).
/ There is a lot of buzz about “Baselworld” (32’468 mentions in the last year), however historically there is no significant
buzz increase about the luxury watch brands during Baselworld.
© 2012 Goldbach Interactive 2

3. >> Baselworld

4. Baselworld – Overall buzz analysis
⁄ At the beginning of 2012 there are still
significantly more articles about the
2011 fair than the upcoming fair.
⁄ Interestingly, there is a lot more buzz
about watch related topics than specific
brands.
⁄ The buzz distribution across countries
is dominated by the USA with a share
of voice of 20%, followed by Italy
(12%), Germany (12%), Switzerland
(11%) and France (10%).
© 2012 Goldbach Interactive 4

5. Baselworld 2012 – Overall buzz analysis
⁄ Forums are the dominant sources with
39% of the total amount of mentions,
whereas classic online news media has
the lowest share of voice with only 13%.
⁄ There is a strong increase in buzz during
January and February. Throughout the
rest of the year the activity is rather low.
© 2012 Goldbach Interactive 5

6. >> Watch brands overall

7. Share of voice – Watch brands in forums and blogs
Rolex
Tag Heuer
Omega
Breitling
IWC
Audemars Piguet
Hublot
Patek Philippe
Jaeger-Le Coultre
Breguet
0% 10% 20% 30% 40% 50% 60%
Forums Blogs Total
⁄ Rolex has by far the greatest buzz.
⁄ Tag Heuer is strongly represented in blogs and forums compared to its total share of voice.
⁄ Omega and Breitling also have a lot of buzz with a good proportion of 10% of share of voice.
⁄ Audemars Piguet, Hublot, Patek Philippe, Jaeger-LeCoultre and Breguet don’t have as many
mentions as the other brands.
© 2012 Goldbach Interactive 7

8. Share of voice – Watch brands on Twitter
Rolex
Tag Heuer
Hublot
IWC
Breitling
Tweets
Omega Replies
Retweets
Audemars Piguet
Patek Philippe
Jaeger-LeCoultre
Breguet
0 100000 200000 300000 400000 500000 600000
⁄ Rolex has a significant number of tweets, retweets and replies (despite not being very active on its
Twitter account).
⁄ Tag Heuer, Hublot, IWC, Breitling and Omega follow, while other brands such as Audemars Piguet,
Patek Philippe, Jaeger-LeCoultre and Breguet barely have buzz.
© 2012 Goldbach Interactive 8

9. Share of voice – Watches with the most buzz
Breitling Superocean
Omega Seamaster
Omega Speedmaster
Breitling Navitimer
Rolex Oyster Perpetual
Tag Heuer Grand Carrera
Hublot Big Bang
IWC Portuguese
0% 10% 20% 30% 40% 50% 60%
Total
⁄ With an overall of 414’052 mentions, there has been considerable buzz around selected watches.
⁄ Breitling’s Superocean dominates the buzz (55% share of voice).
⁄ Omega’s Seamaster and Speedmaster come in second (16%), respectively third (11%).
⁄ Breitling’s Superocean is praised in forums for its design, while the buzz around Omega’s
Seamaster is centered around its replicas.
© 2012 Goldbach Interactive 9

10. Rolex – Overall buzz analysis
1’450’557 Mentions Wordcloud
5%
25%
36%
34%
News Blogs Twitter Forums
70000 ⁄ Forums and Twitter dominate as sources
60000 with 36% and 34% of all mentions.
50000
40000 Blogs ⁄ Twitter peak:
30000
Forums ⁄ August: Phrase in a song about buying a
20000 Rolex is posted repeatedly.
News
10000
Twitter ⁄ Blog peak:
0
⁄ December: Replica Rolex watches are
sold strongly.
⁄ Rolex wordcloud contains a lot of positive
keywords (e.g. “good”, “great”, “quality”) as
well as Daytona model.
© 2012 Goldbach Interactive 10

11. TAG Heuer – Overall buzz analysis
371’166 Mentions Wordcloud
4%
18%
23 55%
%
News Blogs Twitter Forums
60000 ⁄ Blogs are the dominant sources, totaling
50000 55% of all mentions.
40000
30000 Blogs ⁄ Blog peak:
Forums ⁄ January: The different models from TAG
20000
News Heuer are introduced within blogs.
10000
Twitter ⁄ Peaks:
0
⁄ August: Replica watches that look like
the originals are mentioned.
⁄ Tag Heuer’s wordcloud shows a strong
association to men.
© 2012 Goldbach Interactive 11

12. Omega – Overall buzz analysis
284’438 Mentions Wordcloud
5%
38%
45%
11%
News Blogs Twitter Forums
18000 ⁄ Blogs are the dominant sources, totaling
16000 45% of all mentions.
14000
12000
10000 Blogs ⁄ Forums and blog peaks:
8000
Forums ⁄ December: Advantages of replica
6000
4000 News watches are showed.
2000 Twitter ⁄ Twitter peak:
0
⁄ November: Buzz about a new Omega
watch.
⁄ Wordcloud highlights Swiss Quality,
Seamaster model and shows competitor
Rolex.
© 2012 Goldbach Interactive 12

13. Breitling – Overall buzz analysis
268’204 Mentions Wordcloud
4%
35%
44%
17%
News Blogs Twitter Forums
⁄ Blogs dominate as the most important
18000 sources, totaling 44% of all mentions.
16000
14000 ⁄ Blog and forums peak:
12000
10000 Blogs
⁄ December: A new replica Breitling watch
8000
Forums
is mentioned.
6000 ⁄ Twitter and Blog peaks:
4000 News
2000 ⁄ August: User promotes Breitling watches
Twitter
0 on Twitter. Replica watches with the
same serial-number as the original are
mentioned in blogs.
⁄ Wordcloud alludes to replica watches and
shows competitor Rolex.
© 2012 Goldbach Interactive 13

14. IWC – Overall buzz analysis
211’273 Mentions Wordcloud
6%
41%
32%
21%
News Blogs Twitter Forums
10000 ⁄ Forums are the dominant sources with a
9000
8000
proportion of 41%.
7000
6000
5000 Blogs ⁄ Twitter peak:
4000 Forums ⁄ July: Replica watch is promoted.
3000
2000 News ⁄ News peak:
1000 Twitter ⁄ Study about social media and luxury
0
brands in China mentioning IWC.
⁄ Wordcloud shows that people are aware of
Rolex, Omega and several other
competitors of IWC.
© 2012 Goldbach Interactive 14

15. Audemars Piguet – Overall buzz analysis
102’260 Mentions Wordcloud
6%
20%
12%
62%
News Blogs Twitter Forums
12000 ⁄ Blogs are the dominant sources with a
10000 share of 62%.
8000
6000 Blogs ⁄ Blog peaks:
Forums ⁄ June and August: Replica watches are
4000
News offered.
2000
Twitter ⁄ October and November: Discussion
0
about the elements that define the value
of wristwatches.
⁄ Replica watches and the competitor Rolex
are often mentioned in relation to the brand.
© 2012 Goldbach Interactive 15

16. Hublot – Overall buzz analysis
139’384 Mentions Wordcloud
19% 6%
35%
40%
News Blogs Twitter Forums
10000 ⁄ Twitter is the dominant source, totaling 40%
9000
8000
of all mentions.
7000
6000
5000 Blogs ⁄ Twitter peak:
4000 Forums ⁄ Significant activity through launch and
3000
2000 News promotion of a new Hublot.
1000 Twitter ⁄ Blog peak:
0
⁄ Replica watches are promoted.
⁄ Rolex, Breitling, Cartier and Omega are
highlighted as competitors in the wordcloud.
© 2012 Goldbach Interactive 16

17. Patek Philippe – Overall buzz analysis
88’485 Mentions Wordcloud
9%
27%
11%
53%
News Blogs Twitter Forums
⁄ Blogs are the dominant sources with 53% of
6000
all mentions.
5000
4000 ⁄ Forum peak:
3000 Blogs
⁄ October: The watch brand is listed and
Forums
2000 discussed as one of the top ten
News jewelries.
1000
0
Twitter ⁄ Blog peaks:
⁄ Replica watches are offered.
⁄ Rolex, as well as Breitling, Cartier and
Omega are highlighted as competitors.
© 2012 Goldbach Interactive 17

18. Jaeger-LeCoultre – Overall buzz analysis
56’433 Mentions Wordcloud
14%
26%
13%
47%
News Blogs Twitter Forums
3500 ⁄ Blogs are the dominant sources with a
3000 share of 47%.
2500
2000 Blogs ⁄ Blog peaks:
1500
Forums ⁄ March and December: Replica watches
1000 are mentioned.
News
500
Twitter ⁄ News peak:
0
⁄ October: Jaeger-LeCoultre sponsors the
Venice International Film Festival.
⁄ A lot of mentions show the importance of
the Reverso model.
© 2012 Goldbach Interactive 18

19. Breguet – Overall buzz analysis
51’095 Mentions Wordcloud
12%
36%
45%
8%
News Blogs Twitter Forums
3000 ⁄ Blogs and forums are the dominant sources
2500 with 45%, respectively 36% of all mentions.
2000
1500 Blogs ⁄ Blogs and forums peaks:
Forums ⁄ December: Replica watches that are
1000
News very cheap dominate the buzz.
500
Twitter ⁄ News, forums und blogs peak:
0
⁄ March: Despite the global crisis there is
a high demand for watches.
⁄ Breguet is often mentioned in conjunction
with replica watches.
© 2012 Goldbach Interactive 19

20. Analysed watch brands – Overview
⁄ Overall there are 2’516’518 mentions about
all the watch brands.
⁄ USA is the country with most of the
mentions. The focus is less on european
countries than it has been with Baselworld.
⁄ The sentiment of all the buzz is 89%
positive.
© 2012 Goldbach Interactive 20

21. >> Owners / managers and
ambassadors

22. Share of voice – Watch brand and owners / managers
Hublot: Jean-Claude Biver 3’109
Tag Heuer: Jean-Christophe Babin 1171
Omega: Stephen Urquhart 1102
Tag Heuer: Jack Heuer 987
Breguet: Marc Hayek 944
Jaeger-LeCoultre: Jérôme Lambert 907
IWC: Georges A. Kern 829 Owner /
Audemars Piguet: Philippe Merk 469 manager
with
Patek Philippe: Thierry Stern 440 watch
brand
Breitling: Ernest Schneider 363
Patek Philippe: Philippe Stern Owner /
274 manager
Rolex: Gian Riccardo Marini 177 without
watch
Rolex: Bertrand Gros 150 brand
Audemars Piguet: Jasmine Audemars 102
0 500 1000 1500 2000 2500 3000 3500
⁄ With a few exceptions, the owners / managers have more mentions in conjunction with the watch
brand than without it.
© 2012 Goldbach Interactive 22

23. Share of voice – Watch brand with ambassador
Rolex: Roger Federer 3371
Omega: George Clooney 1389
Tag Heuer: Leonardo DiCaprio 1222
Jaeger-LeCoultre: Diane Kruger 692
Breitling: John Travolta 631
Patek Philippe: Charlie Sheen 606
Hublot: Usain Bolt 312
IWC: Paulo Coelho 69
0 500 1000 1500 2000 2500 3000 3500 4000
⁄ The brand ambassadors do have a lot of mentions in relation to the watch brand. This means that
the public strongly associates the ambassador with the respective watch brand.
© 2012 Goldbach Interactive 23

24. Owners and Ambassadors – Findings
⁄ Jean-Claude Biver is the owner / manager with most of the mentions.
Roger Federer is the ambassador that is most mentioned in social media
compared with all the other analyzed ambassadors.
⁄ Compared to the mentions of the ambassadors, the mentions of the
ambassadors alluding to the watch brand are quite limited. The selection of
a highly popular ambassador is therefore very important.
⁄ Generally, few mentions of the owners / managers without the watch brand.
⁄ Increase marketing ROI by strengthening connection of ambassador and
watch brand.
© 2012 Goldbach Interactive 24

25. Time period of the analysis
• The analysis covers the periods from Feb 2011 to Januar 2012
Scope of the analysis
• The fair Baselworld
• The different watch brands, it’s models, owners and ambassadors
Geographical restrictions
• None
Language restrictions
• None
Sources
• Blogs, Forums, Twitter, News, Facebook
© 2012 Goldbach Interactive 25

26. GOLDBACH INTERACTIVE (SWITZERLAND) AG Damian Kunz
Mattenstrasse 90, 2503 Biel/Bienne @damiankunz
Seestrasse 39, 8700 Küsnacht +41 (32) 366 01 95
damian.kunz@goldbachinteractive.ch
www.goldbachinteractive.ch
Dominic Stöcklin
@dstoecklin
+41 32 366 01 73
dominic.stoecklin@goldbachinteractive.ch
Jan Sedlacek
@JanSedlacek1
+41 32 366 01 90
jan.sedlacek@goldbachinteractive.ch