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stratégique Journée Intelligence Economique du 10 juin 2010, HEG Genève David

1 «Les enseignements de l étude WorldWatchReport : entre veille concurrentielle et sociétale» 7ème journée franco-suisse de l intelligence économique et de la veille stratégique Journée Intelligence Economique du 10 juin 2010, HEG Genève David Sadigh, IC-Agency Directeur associé dsadigh@ic-agency.com IC-Agency, All rights reserved 1

2 IC-Agency: Notre métier: le Luxury Digital-Marketing Fondée en 2000 Pionnière dans le marketing digital Partenaire de nombreuses Success Stories Clients: une quinzaine de marques internationales

3 A mon propos: Co-fondateur d IC-Agency > 10 ans d expérience stratégies digitales & e-commerce Membre du Conseil Scientifique du postgrade Création du luxe et métiers de l Art, Université de Genève Conférencier actif (HEC Lausanne, ESSEC Paris, LIFT, ADTECH, INSEAD Alumni, etc.)

4 Horlogerie: notre constat initial Cette industrie repose sur l exportation Maîtrise des marchés internationaux et compréhension des attentes des clients sont donc stratégiques Nombreux intermédiaires sont présents entre la marque et le client final Manque d information et d études internationales sur les attentes des clients IC-Agency, All rights reserved 4

Taille du marché Export de montres suisses: un marché de 13.

9 L approche suivie: «Rolex Daytona Replica Blue» = Une recherche pour une contrefaçon de la marque (Rolex) modèle (Daytona) dans sa couleur (bleue) En anglais, chinois, russe, portugais, hindi, japonais, français, italien et allemand. IC-Agency, All rights reserved 9

11 The leading watch market research 6ème édition 500 millions de recherches analysées 10 marchés (y compris BRIC) 25 marques 120 ambassadeurs 450 modèles les plus populaires Filtre sémantique anti-contrefaçon 16 contributeurs internationaux

12 WorldWatchReport 2010 Les 25 marques étudiées: Haute Horlogerie: Audemars Piguet, Blancpain, Breguet, Franck Muller, Girard-Perregaux, IWC, Jaeger-LeCoultre, Patek Philippe, Vacheron Constantin, Zenith Women s / Jewelry: Bulgari, Cartier, Chopard, Piaget Prestige: Breitling, Hublot, Omega, Rolex, TAG Heuer High Range: Baume & Mercier, Ebel, Longines, Montblanc, Raymond Weil, Rado IC-Agency, All rights reserved 12

13 2010 Invited Contributors Ariel Adams Robert-Jan Broer Luana Carcano Carlo Ceppi David Chang Benjamin Clymer Danny Govberg James Gurney Gareth Jones Anita Khatri Christophe Maincourt Uché Okonkwo Laurent Picciotto Nicolas de Quatrebarbes Alexey Tarkhanov Cyrille Vigneron ablogtoread.com, USA Editor, Fratello Watches, Netherlands Lecturer, SDA Bocconi School of Management, Milan FHH Mission Delegate Italy Writer, Founder of Research Office for Haute Horlogerie and China, Chinese correspondent of FHH Journal Publisher, Hodinkee, USA President and Owner, Govberg Jewelers, USA Editor in Chief, QP Magazine, United Kingdom Head of Digital Sales, Financial Times, Switzerland General Manager, Times of India, FHH Mission Delegate India FHH Mission Delegate Latin America Executive Director, LuxeCorp, France Author of Luxury Online (Palgrave, 2010) Owner of Chronopassion, FHH Ambassador France FHH Mission Delegate Germany Chief of Culture, Kommersant, Russia FHH Mission Delegate France

15 Geographic Search Origin Contributors View The US consumer is hungry for information. Over 70% of customers who walk into our store have done online research first. Danny Govberg, President and Owner, Govberg Jewelers, USA - Invited Contributor Online communication is becoming the major communication channel for brands. Because today, when you want to know more about something, you first look to the Internet. Laurent Picciotto, Owner, Chronopassion, FHH Ambassador France Invited Contributor Internet use is steadily growing in the U.K. and users are broadening the range of its use. Mainstream media still pays comparatively little attention to luxury watch brands which means that the Internet is relatively more important as a source of information. James Gurney, Editor in Chief, QP Magazine, United Kingdom Invited Contributor

22 Couverture média: 2010, March 18 - Rolex s Swiss Watch Hegemony Threatened by Omega 2010, May 03 - China Swatch Partner Hengdeli s Sales May Grow 30% 2010, May 26 Swatch Surges After CEO Says Watchmaker s Sales Rose IC-Agency, All rights reserved 22

23 Bloomberg / Business Week - 26 mai 2010 Swatch Surges After CEO Says Watchmaker's Sales Rose Swatch Group bearer shares advanced 17.7 Swiss francs, or 6.2 percent, to francs, the steepest gain since Oct. 15. The benchmark Swiss Market Index advanced 1.25 percent. Sales increased 33 percent in January, 58 percent in February and 45 percent in March, Hayek said today in an interview in Shanghai. Demand for timepieces is surging in China, where a quarter of all Internet searches for brands last year were for Swatch Group s Omega, according to research firm IC- Agency, publishers of the World Watch Report. Rolex scored 18 percent, the report said IC-Agency, All rights reserved 23

sociaux montent en puissance 2009, March 20 The New Marketing

24 Media coverage 2010, March 18 - Watch Brands Signing on, Uneasily, for E-Tailing 2010, March 19 Horlogerie Les réseaux sociaux montent en puissance 2009, March 20 The New Marketing Helix: Ad Spending Splinters IC-Agency, All rights reserved 24

25 Media coverage 2010, April 26 - Cresce il falso d autore dichiarato 2009, December 20 - El Reloj Marca la Navidad 2010, March 18 Les fans d'horlogerie sont sur Facebook IC-Agency, All rights reserved 25

26 Pour les marques: - Meilleure compréhension des attentes des clients - Données harmonisées à un niveau international - Indicateurs de veille concurentielle / benchmarking - Insights en provenance de leaders d opinion Pour les médias: -Information parfois exclusive sur un sujet donné + expertise sectorielle -Rapidité (ex: 48 heures) Pour IC-Agency: - Notoriété / Crédibilité - Réseau - Avantage compétitif IC-Agency, All rights reserved 26

27 About: About IC-Agency and Luxury Digital Marketing IC-Agency is the company in which the Luxury Digital Marketing concept was founded. This unique approach offers exclusive brands the ability to reinforce their positioning online. Based in Europe (Switzerland) and in North America (Canada), IC-Agency offers services including analysis, promotion, and protection of brands, products and services. A number of independent luxury brands can be found among IC-Agency s clients, as well a brands belonging to groups such as Swatch, Richemont, LVMH and PPR / Gucci. In 2009, following an invitation from the Financial Times, IC-Agency participated in the worldwide launch of HowToSpendIt.com. Contact David Sadigh, Managing Partner, dsadigh@ic-agency.com, IC-Agency (Geneva) 7 Ave Krieg CH-1208 Geneva T info@worldwatchreport.com IC- Agency (Bathurst, NB) 216 Main Street, Suite 312 Bathurst, NB, E2A 1A8 Canada T IC-Agency, All rights reserved 27

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