3 Best Watch Marketing Strategies From Luxury Watch Brands

In 2021, the Swiss watch exports recorded an increase in 3.5% in value compared to 2019.  The next generation is slowly beginning to be drawn to luxury watches companies. They are drawn to luxury watches for more reasons than just their functionality. 

 

Gen Z is the generation that do most of their shopping online and under the influence of the media. This generation nevertheless places a high value on and is very interested in luxury timepieces. Their purchasing decisions are influenced by the product and the brand’s authenticity since they appreciate efficiency and reliability. While many manufacturers adhere to their heritage, several luxury watch manufacturers are adjusting to the needs of the modern generation.

 

Let’s take a look at some of the most effective watch marketing strategies from luxury watch brands.

 

1.Create Impressive Video Content

 

Luxury brands recognise the value of video because it is an excellent medium that effectively communicates the perception of luxury. When it comes to expanding the reach of a luxury watch company and raising brand recognition, video marketing is an ideal method. So, why is video marketing so effective?

 

(A) It Highlights The Best Customer Experience

 

The promise of a memorable experience has always been a key selling point for luxury products. While a video can’t replicate the full experience quite yet, it does a great job of conveying the feeling of luxury in just a few well-chosen shots. Using video, you can give potential customers a feel for your brand’s watch collections and make them aware of what it’s like to experience true luxury. 

 

(B) It Increases Brand Awareness

 

An effective strategy for increasing brand awareness is by video marketing. When compared to reading wordings or listening to an audio recording, video format increases the likelihood that your message will be remembered. This is because people process visual information faster than written text.  In addition, the visual nature of video makes it easier for viewers to relate to your brand story and build an emotional connection to your brand. Video also contains an emotional element that makes it possible to portray emotions in a level that is unmatched by other forms of media.

 

(C) Showcase Behind-The-Scenes (BTS) Content

 

It’s important to understand the process of crafting an elegant Swiss watch in order to fully appreciate its exquisite design. As consumers, we’re intrigued by the production process, and seeing what goes on behind-the-scenes gives the product a more relatable feel.

 

Why is it necessary to share the behind-the-scenes (BTS) content? Storytelling will play a crucial role in fostering consumer-brand relationships in the years to come. Today’s consumers emphasise more with the production process than the end product itself. The transparency of BTS content, which shows what happened behind the scenes of your watch production will come across as more friendly and approachable to customers. In the long run, this will earn you trust and loyalty from your followers.

 

Bell & Ross showcases the behind the scenes of one of their luxury watch collections production in the form of an interactive video. The video highlights the concept to completion process in their luxury watch making, giving audiences an inside look at the meticulous work that goes into creating these timepieces.

 

 

2.Tap Into The Power Of Influencers

 

In the past, reputation and word-of-mouth have been used by luxury brands to increase brand awareness. However, in today’s modern digital marketing environment, that spread is simply not fast enough. You might want to collaborate with social media influencers who are already associated with a luxury brand in order to expand your brand marketing strategy. With their already established reputation among your target audience, influencers can help you to promote your brand and attract new customers. Building a strong partnership with an influencer will bring various benefits to your luxury watch business which consist of:

 

(A) Get Your Message Across to A Targeted Audience

 

Many individuals base their purchasing decisions on the advice of influencers. By capitalising on that, your company has a great chance to boost sales and target the proper audience. Customers will be interested in your product if it is mentioned by an influencer they respect. As a result, if customers see that an influencer they follow has expressed enthusiasm for a product, they are more likely to consider giving it a try.

 

Influencers exist in every niche industry, including fashion, fitness, lifestyle and food. As a result, they gather a community of followers who share their interests and who are searching for advice and product recommendations.

 

When you align yourself with a prominent influencer in the luxury watch market, you gain access to their network of followers who are likely to be interested in what you have to offer. In this way, you may reach out and engage with the audience who are most likely seeking to make purchases from your luxury watch company.

 

Hublot, a luxury watch brand integrates innovative influencer marketing in their online marketing campaigns. Influential marketing is still one of their key marketing strategies today for building a successful brand. Hublot collaborated with Amelia Henderson to promote their Hublot Big Bang Unico luxury watch series. This partnership helps to increase the brand visibility to potential audiences who may be interested in the luxury watch brand.

 

 

(B) Create Unique and Engaging Content

 

It can be challenging to understand your target audience interest and purchasing decisions at times. Nevertheless, influencers deliver excellent content for your brand to drive more audience to your luxury watch brand. Typically, the influencer’s unique style is used to create engaging content, giving their audience a new perspective on your brand that never gets out of style.

 

Maintaining successful collaborations with influencers in your luxury watch industry is essential for keeping  your brand content interesting and relevant to your target audience. The marketing strategy of your brand can benefit tremendously from influencers who are typically at the forefront of industry developments and in tune with the values of your target audience.

 

(C) Why Influencer Marketing Will Continue To Expand

 

The use of influencer marketing is on the rise, as is the use of any other business strategy or tactic. Brands can now find the best influencers for their strategy with the help of agencies like Tinker Society, which represents influencers. Influencer marketing will gradually evolve as more businesses realise its true potential.

 

These kinds of agencies are a great choice for brands that don’t want to invest the time or resources necessary to stay current with influencer marketing trends. Even if you don’t know everything there is to know about influencer marketing, you can still reap the benefits.

 

Keith Foo has an impressive list of luxurious brand influencer partnerships to his name. He was featured in a Father’s Day marketing campaign by a luxury watch  brand company, Longines to promote their new HydroConquest watch collection.  The collaboration personifies the company’s values and reflects their image through the passion and authenticity he displays in every engagement. The partnership will undoubtedly resonate with luxury watch enthusiasts all over the world.

 

 

3.Engage In Corporate Social Responsibility (CSR) Projects

 

By engaging in Corporate Social Responsibility (CSR), companies of all sizes can make a difference in society. When businesses prioritise doing the right thing for their customers over short-term financial gains, that’s when they earn trust.

 

Customers believe they are making a positive contribution to society when they buy from a business that prioritises social responsibility. The community and customers of a company become more receptive as it becomes more socially responsible.

 

(A) Advantages Of CSR To Your Watch Business

 

While profit maximisation is the driving force behind any business, it is nevertheless important for that business to give back to the community in which it operates. Businesses that can show they care about their communities are more likely to succeed, and this is where CSR comes in. CSR is essential for company for a number of reasons, including:

 

(B) Brand Reputation Improves With Social Responsibility

 

Brands understand how crucial it is to have a good reputation, particularly among their loyal followers. Delivering excellent value and superior products and services is at the top of the list of the company’s social responsibilities. But they also have a duty to their customers, the community, and the company’s brand to be actively involved in advocacy and other socially responsible endeavours. 

 

You’ll find that businesses with strong social responsibility practices receive greater media attention, which is already one approach to market their brand. Companies believe that helping the community is a great strategy to promote their brand since it will result in positive press coverage.

 

(C) Gain More Trust Towards Your Luxury Watch Brand 

 

Due to the positive feelings it evokes, consumers prefer to purchase from socially responsible businesses. They understand that by making a purchase, they are contributing to a larger movement and making a difference in the world.

As a result of feeling good about their purchase, consumers are more likely to make additional purchases. It’s likely that a customer will choose your company over a competitor if they have to decide between you and another company that doesn’t participate in charity projects.

In any industry, customer loyalty is one of the most valuable assets. Customers will continue to shop your brand if they enjoy their experience. Additionally, they’ll spread the word about you on their social networks while still making purchases from your brand.

 

Together with Ti-Ratana Welfare Society, Casio and Marco Corporation have launched the ‘Turn-in Your Used Watch For A Good Cause’ Campaign as a Corporate Social Responsibility (CSR) initiative to improve the quality of life for the underprivileged. All of the watches that were given as donations were distributed among the children’s homes that are part of the Ti-Ratana Welfare Society. In return for this act of generosity, the donor will be given a set of coupons that can be used toward their subsequent purchase.

 

 

Conclusion:

 

Every luxury watch company has had a unique beginning. But with the right marketing strategy, these businesses went on to become major players in the luxury watch industry that we are familiar with today.You can use these marketing techniques in your campaign to offer greater benefits and, consequently, adding more value to your brand. 

 

Do you want to know more about the successful implementation of strategies by other brands? Give us a call. We’d be delighted to fill you in on further information!