In China’s high-end watch market, Swiss watches account for more than half of the market share, owning a Swiss-made watch seems to have everything. Although some well-known watches in Germany and France have gradually become known to some people in recent years, the high image of Swiss watches in the hearts of Chinese people has not been shaken at all. Why is the Swiss watch high in China? Let’s explore the underlying reasons.
Switzerland is known as the “Kingdom of Watches and Clocks”. The reason why the watchmaking industry can occupy the forefront of the industry in the world is summarized for the following reasons:
1. Pay attention to product positioning.
Although mechanical watches are not as accurate as quartz watches or electronic watches, their complicated craftsmanship and functions make them more valuable. In order to give play to its own advantages, the positioning of Swiss watches in the global market is mechanical watches, highlighting high-end mechanical automatic watches.
2, rely on brand effect and brand diversity.
Swiss watchmakers have been promoting brands in the Chinese market for a long time, clarifying the differences between different product positioning and formulating corresponding marketing strategies, as well as a relatively mature after-sales service system. Swiss brands of watches have stable quality, reliable performance and unique features, and they have not given up the ‘Made in Switzerland’ logo. The name brand and the ‘Made in Switzerland’ logo support each other, providing consumers with the best quality assurance.
In addition to relying on brand effects, Swiss watchmakers also pay great attention to the diversity of famous brands. Well-known Swiss watch brands are not unique. Each Swiss watch brand has a different recognition and reputation in the markets around the world. Each Swiss watch manufacturer has one or more internationally recognized brands.
3. Ensure brand reputation.
Because of the popularity of Swiss watches, it is also one of the most counterfeit products in the world. There are many ways of piracy, from brands and styles to ‘Made in Switzerland’, or the word of origin and some technical words. Counterfeit products have caused serious damage to the Swiss watch industry, not only greatly reducing its revenue, but also adversely affecting the overall brand. In order to combat counterfeiting, protect the value of its own products and consumer confidence, the entire Swiss watchmaking industry makes full use of the laws and international agreements of various countries to wage a tit-for-tat fight against counterfeiting, including the use of bilateral agreements reached between Switzerland and European countries and the use of the world. Multilateral framework agreements developed by WIPO and WTO, such as the ‘TRIP Agreement’ on the protection of intellectual property rights in trade. At the same time, the Swiss legislature also formally adopted and re-enacted the ‘Trademark and Appellation of Origin Protection Law’ on August 28, 1992, effectively strengthening civil and criminal penalties. Swiss customs strictly monitors the import, export and re-export of goods related to the watch industry.
4. Adhere to R & D and innovation.
Swiss watches and clocks have always occupied the first place in the world in terms of precision, style, and materials innovation. They rely on research and innovation, win by technology, win consumers by reputation, and win market share by quality.
In 1979, ebauches / eta produced the world’s thinnest watch, only 0.98 mm; in 1982, Longines produced a high-precision analog quartz watch; in 1988, Swiss le phare jean d’eve produced the first An automatic quartz watch that does not require a battery and is powered by the movement of the wrist; in 1988, eta produced the world’s most complicated quartz astronomical chronograph movement; in 1991, ronda developed a lithium-iodine battery that could be used for 20 years Quartz movement; in 1992 iwc produced one of the most complicated mechanical watches in the world, with a total of 750 parts and 21 functions.
5. Satisfy consumers’ all-round needs.
Compared with competitors, the Swiss watch industry can provide consumers with a full range of products, from manual winding to fully automatic mechanical watches, from analog to digital display quartz watches, and materials from precious metal diamonds, stainless steel, wood, plastic to High-tech ceramics, from modern to classic, from sports to fashion, from alarm clocks, table clocks, pendulum clocks to watches, Swiss clocks can meet the full range of consumer needs.
Swiss watches and clocks have been able to achieve greater success in the Chinese market, not only because China’s rapid economic development has increased the ability to consume high-end products, but also because Swiss watch quality, popularity and credibility, brand and consumer loyalty have all been relatively relatively mature. In the long run, the important status of Swiss luxury watches to China’s export market will not change.
With nearly 30 years of experience in the watch manufacturing industry, Aldo Magada has enough ability to prove his role in brand development and repositioning. As Jean-Frédéric Dufour believes, Aldo Magada will ensure continued success in the future with Zenith.