1、Watches and Wonders 2023A Data Driven Review on its impact on Chinese audiencesApril 2023Watches and Wonders 2023Watches and Wonders 2023Watches and Wonders made its return for the 2023 edition between the 27thof March and 2ndof April in Geneva,Switzerland.The event is significant for the Chinese ma

2、rket as it represents the first time since the exhibition became established as the must-attend event in the watch industry that Chinese consumers,execs and industry players were able to attend.In this brief report we take a look from a data perspective which brands were able to capture the attentio

3、n of the Chinese consumers across the landscape of Chinese social media as well as ecommerce.1234512345123457.81%7.81%3.09%3.09%2.62%2.62%1.87%1.87%0.96%0.96%72.02%72.02%21.04%21.04%9.73%9.73%8.32%8.32%5.90%5.90%23.80%23.80%12.40%12.40%5.61%5.61%5.19%5.19%3.27%3.27%Hublot and Hublot and TagHeuerTagH

4、euer grew their audiences across each of the three platformsgrew their audiences across each of the three platformsWe tracked the number of followers for each Watch brand from 20thMarch until 2ndof April across Weibo,XHS and Douyin here you can see the top five by audience growth.123457.81%7.81%4.87

5、%4.87%3.09%3.09%2.62%2.62%0.96%0.96%Hublot leveraged a combination of new product release videos along with celebrity Hublot leveraged a combination of new product release videos along with celebrity presence at watches and wonders to grow its audience in the first dayspresence at watches and wonder

6、s to grow its audience in the first daysMarch 26thMarch 26thMarch 28thMarch 28thMarch 30thMarch 30thMP-13 Video DropSquare Bang Sapphire DropZhang YiXing booth visit1234572.02%72.02%9.73%9.73%8.32%8.32%5.90%5.90%5.17%5.17%While starting from a low base GirardWhile starting from a low base Girard-Per

7、regauxPerregaux consistently grew during the period consistently grew during the period however the content was not related to WW23,instead more celebrity focusedhowever the content was not related to WW23,instead more celebrity focusedMarch 26thMarch 26thAston Martin with LiuYucollaboration gains t

8、raction1234523.80%23.80%12.40%12.40%5.61%5.61%5.19%5.19%3.27%3.27%TagHeuerTagHeuer grew mostly during the middle of the exhibition on Douyin thanks to its story grew mostly during the middle of the exhibition on Douyin thanks to its story driven approach of Cai driven approach of Cai XuKunXuKun visi

9、ting the boothvisiting the boothMarch 31March 31st stTravel teaser with Cai XuKunApril 2April 2ndndCai XuKun on the way to the booth and at the exhibitionTop Drops Top Drops TagHeuerTagHeuer takes the top spot,but Hublot has two successful releases that takes the top spot,but Hublot has two successf

10、ul releases that resonatedresonatedWe looked at Weibo for the top engaged newly released watches during the period of Watches and Wonders with the top ten being shown below.Some brands are omitted due to having no Weibo account(Patek Philipe etc.).We took the top post if there were multiple posts me

11、ntioning the product.Date:2ndAprilProduct:Carrera ChronographTotal Engagements:440,995440,995Date:26thMarchProduct:MP13 Bi-Axis TourbillonTotal Engagements:355,229355,229Date:26thMarchProduct:Laureato Grene CeramicTotal Engagements:255,032255,032Date:2ndAprilProduct:Square Bang SapphireTotal Engagem

12、ents:173,687173,687Date:28thMarchProduct:Radiomir PAN01026Total Engagements:68,23668,23612345TagHeuerTagHeuer led the buzz generation from Chinese consumers throughout the week of the led the buzz generation from Chinese consumers throughout the week of the event,with Hublot not far behindevent,with

13、 Hublot not far behindWe tracked the number of posts that mention each watch brand across Weibo,XHS,Douyin and WeChat from 1stJanuary 26thMarch and the daily average number of posts from 27thMarch 2ndAprilBrandBrandUGC GrowthUGC Growth5,106%4,480%1,410%469%402%333%297%280%274%210%TagHeuer,Hublot and

14、 Panerai successfully drove engagement with Chinese audiences thanks in large part to their influencer and celebrity activations during the period.Breitlings 7thrank is impressive considering the brand had no official presence at Watches and Wonders.Their Top Time Classic Car collaborations drove th

15、eir interest in March.IWC and IWC and MontBlancMontBlanc saw the best performing products of the period on TMallsaw the best performing products of the period on TMallWe looked at the commercial performance of watch brands on TMall,the week before,during and after Watches and Wonders and tracked dow

16、n the products that had the most significant sales during the period.Note:Not all watch brands have Tmall flagship stores(Rolex etc.)and are not representedName:IWC TopGun PilotPrice:81,800 126,000Units Sold:12Name:MontBlanc 1858 Price:26,800Units Sold:12While not directly advertised during Watches

17、and Wonders,the Big Pilot series got some exposure through Eileen Gus visit to Watch and Wonders and the IWC Workshop this could be the source of an uplift in sales of the TopGun series.The MontBlanc 1858 Ice Grey was released alongside other new released for the brand.The brand had a great performa

18、nce during Watches and Wonders especially considering it is not often considered as a watch centric brand.Key TakeawaysKey Takeaways12345Hublot and TagHeuer walk away the winners of this years Watches and Wonders when it comes to engaging Chinese social media with significant audience increases,enga

19、gements and UGC content written about the brandsThe winning combination of flashy new releases,with strong,social media friendly celebs are helping watch brands drive relevance with celebrities being present at the actual event helping to drive strong storytelling and engagementSome of the big playe

20、rs did not make as much of a splash partly due to their lack of social media presence(AP,Patek)as well as a lack of specific activation supported by celebrity(Cartier for example)Brands that did not activate around Watches and Wonders still recognized that the potential to uplift their category was

21、there,Girard-Perregaux and Breitling both did excellent jobs at seizing some momentum around the exhibitionCommercial impact from the exhibition is incredibly hard to measure.Many brands are not on Tmall and much of the commericla impact will be felt in store or through distribution-that being said

22、MontBlanc must be recognized for driving sales of its newly released 1858 on TMall ECOMMERCEMERCHANDISINGMARKETINGWe help LUXURY AND PREMIUM brands in China to generate ONLINE GROWTH OPPORTUNITIES AT SPEEDby delivering actionable insights with immediacy to inform their digital strategy in 3 core pil

23、lars:Covering the full spectrum of China Digital EcosystemBENCHMARK YOUR PERFORMANCE against your competitors across channelsIDENTIFY PERFORMANCE GAPS and opportunties to prioritizeGENERATE NEW GROWTH OPPORTUNITIESat speedSTART A CONVERSATION TODAYwww.rehub.techThomas PiachaudHead of Strategythomasrehub.techCharlsy ZhangBusiness Analystcharlsyrehub.techMax PeiroCEOmaxrehub.tech