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Soprism scrutinizes luxury watch lovers on social networks

Soprism scrutinizes luxury watch lovers on social networks

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Watchmaking is on a roll, as shown by the latest results of the major luxury brands, the strong trend in Swiss watch exports and the explosion in second-hand sales. But to take full advantage of this craze, it is still necessary to have a better understanding of the market and the interests of consumers.


The Belgian technology company Soprism, which claims to have “created the most powerful digital audience profiling tool on the market”, thus screened 12 major names in the luxury watchmaking industry : Cartier, IWC. Schaffhaussen, Blancpain, Omega, Tag Heuer, Rolex, Longines, Patek Philippe, Audemars Piguet, Vacheron Constantin, Breitling and Jaeger LeCoultre. Soprism, a pioneer in the generation of audience and consumer insights from Meta group data (Facebook, Instagram, Messenger, WhatsApp…), thus delivers in an interesting study their socio-demographic and psychographic particularities.


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Winning trios


This is how we learn that the most popular brands in one region of the world are not necessarily popular elsewhere. In Europe, the winning trio is Patek Philippe, Longines and Vacheron Constantin, while in Asia it is IWC, Blancpain and Rolex. In North America, Cartier, Longines and Audemars Piguet are the winners, while in Africa, it is Omega, Rolex and Cartier. In Central America, Omega, Cartier and Rolex share the top three spots, a trio that is found in South America, but in a different order : Cartier, Rolex and Omega.  Finally, in Oceania and the Caribbean, it is Cartier, Blancpain and Vacheron that are the dreamers…



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Featured photo : © Patek Philippe

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