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The Belgian technology company Soprism<\/strong>, which claims to have “created the most powerful digital audience profiling tool on the market”<\/em>, 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<\/strong> and Jaeger LeCoultre<\/strong>. Soprism, a pioneer in the generation of audience and consumer insights from Meta<\/strong> group data (Facebook, Instagram, Messenger, WhatsApp<\/strong>…), thus delivers in an interesting study their socio-demographic and psychographic particularities.<\/p>\n <\/p>\n <\/p>\n This is how we learn that the most popular brands in one region of the world are not necessarily popular elsewhere. In Europe<\/strong>, the winning trio is Patek Philippe, Longines<\/strong> and Vacheron Constantin<\/strong>, while in Asia<\/strong> it is IWC<\/strong>, Blancpain<\/strong> and Rolex<\/strong>. In North America<\/strong>, Cartier, Longines<\/strong> and Audemars Piguet<\/strong> are the winners, while in Africa<\/strong>, it is Omega, Rolex<\/strong> and Cartier<\/strong>. In Central America<\/strong>, Omega, Cartier<\/strong> and Rolex<\/strong> share the top three spots, a trio that is found in South America<\/strong>, but in a different order : Cartier, Rolex<\/strong> and Omega<\/strong>. \u00a0Finally, in Oceania<\/strong> and the Caribbean<\/strong>, it is Cartier, Blancpain<\/strong> and Vacheron<\/strong> that are the dreamers…<\/p>\n <\/p>\n Another valuable lesson from social networks: the themes that will most inspire fans of a particular house. “Business”<\/em> and “art museums”<\/em> are unanimously supported, as are “smart watches”<\/em> (except for Rolex<\/strong>). Fans of Cartier, Iwc<\/strong> and Blancpain<\/strong> are more sensitive to “innovation”<\/em>, those of Cartier, Rolex, Blancpain, Omega, Iwc<\/strong> and Breitling<\/strong> to “jewellery”<\/em>, “beaches”<\/em> or “travel”<\/em> (except for Breitling<\/strong> for this last theme). On the other hand, fans of all these luxury brands show little interest in information related to NGOs (non-governmental organisations)…<\/p>\n <\/p>\n <\/p>\n Luxury brand consumers’ attractions to particular sports are also not aligned, although many are almost unanimous. Horse riding, winter sports<\/strong> in general and skiing<\/strong> in particular, golf<\/strong> and tennis<\/strong> all appeal to them, whatever their favourite brand. This is also the case for Formula 1, sailing, rugby<\/strong> and the Olympic Games<\/strong>, with the notable exception of Cartier<\/strong> fans. Hockey<\/strong> is also ecumenical except for the pro-Cartier<\/strong>, Iwc<\/strong> and Rolex<\/strong> fans. Swimming unites the clans of 9 houses, but not those of Audemars Piguet, Longines<\/strong> and Jaeger Lecoultre<\/strong>. Football<\/strong> is also more divisive, appealing to some, but much less to fans of Iwc, Blancpain, Patek Philippe, Rolex<\/strong> and Longines<\/strong>. Finally, whatever their favourite brand, all are gradually becoming interested in video games.<\/p>\n <\/p>\n <\/p>\n Finally, the study of social networks is also a mine for the Houses to choose their ambassadors.<\/p>\n <\/p>\n Sportsmen and women are ideal ambassadors, with a marked interest among luxury watch lovers. Roger Federer, Tiger Woods, Lewis Hamilton<\/strong> and Max Verstappen<\/strong> are all closely followed by everyone (and not only by Rolex, Iwc<\/strong> and Tag Heuer<\/strong>, which have made them their ambassadors). Except for the Cartier fans. Also very prominent, the young disc jockey Martin Garrix<\/strong>, Mr. Tag Heuer<\/strong>, also shunned by the Pro-Cartier<\/strong>.<\/p>\n <\/p>\n Contrary to what one might have intuitively thought, luxury watch enthusiasts have very little interest in Georges Clooney<\/strong>, even though he is an Omega<\/strong> ambassador, and a little more, but not overwhelmingly, in Leonardo di Caprio<\/strong>, even though he has recently been seen wearing Tag Heuer, Patek Philippe<\/strong> or Rolex<\/strong> watches on his wrist. Still among actors, Daniel Craig<\/strong>, aka James Bond<\/strong>, Mr. Omega<\/strong>, is more popular with all.<\/p>\n <\/p>\n The famous female actresses, Nicole Kidman<\/strong> and Charlize Theron<\/strong> (with a small advantage for the latter) have average powers of attraction on social networks among lovers of beautiful watches, with however a more marked interest from…Pro-Cartier<\/strong>. A clan that is definitely in a class of its own !<\/p>\n <\/p>\n <\/p>\n <\/p>\n Read also >\u00a0MORGAN STANLEY : WHICH ARE THE LEADING BRANDS IN THE SWISS WATCH INDUSTRY ?<\/a><\/p>\n <\/p>\n Featured photos : \u00a9 Patek Philippe[\/vc_column_text][\/vc_column][\/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]<\/p>\n <\/p>\n <\/p>\n The Belgian technology company Soprism<\/strong>, which claims to have “created the most powerful digital audience profiling tool on the market”<\/em>, 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<\/strong> and Jaeger LeCoultre<\/strong>. Soprism, a pioneer in the generation of audience and consumer insights from Meta<\/strong> group data (Facebook, Instagram, Messenger, WhatsApp<\/strong>…), thus delivers in an interesting study their socio-demographic and psychographic particularities.<\/p>\n <\/p>\n <\/p>\n This is how we learn that the most popular brands in one region of the world are not necessarily popular elsewhere. In Europe<\/strong>, the winning trio is Patek Philippe, Longines<\/strong> and Vacheron Constantin<\/strong>, while in Asia<\/strong> it is IWC<\/strong>, Blancpain<\/strong> and Rolex<\/strong>. In North America<\/strong>, Cartier, Longines<\/strong> and Audemars Piguet<\/strong> are the winners, while in Africa<\/strong>, it is Omega, Rolex<\/strong> and Cartier<\/strong>. In Central America<\/strong>, Omega, Cartier<\/strong> and Rolex<\/strong> share the top three spots, a trio that is found in South America<\/strong>, but in a different order : Cartier, Rolex<\/strong> and Omega<\/strong>. \u00a0Finally, in Oceania<\/strong> and the Caribbean<\/strong>, it is Cartier, Blancpain<\/strong> and Vacheron<\/strong> that are the dreamers…<\/p>\n <\/p>\n […][\/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…<\/p>\nWinning trios<\/h2>\n
Favorite sports<\/h2>\n
Ambassadors<\/h2>\n
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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.<\/h4>\n
Winning trios<\/h2>\n