The document summarizes trends from the Cannes Film Festival observed over a two week period. It discusses how the 70th anniversary of the Cannes Film Festival was a top trending topic online, increasing mentions by over 500% compared to previous weeks. It also explores how luxury watch brands like Chopard and Jaeger-LeCoultre associated themselves with the exclusive event through partnerships and hosted events, helping to boost their reputation and place in the luxury market. The methodology section describes how social listening tools were used to analyze conversations and gather insights into influencers and brands mentioned in relation to the Cannes Film Festival.

1. CANNES
FILM FESTIVAL:
70 YEARS OF LUXURY
17th May - 30th May

2. TABLE OF CONTENTS:
INTRODUCTION.........................................03
SNAPSHOT OF THE PERIOD
TrendingTopics...........................................05
Volume of Conversations......................07
ANALYZING THE SOCIAL BUZZ
Among Influencers...................................10
Beyond Influencers....................................12
THE BACKGROUND...................................13
BEHIND THE TREND.................................16
READ THE TREND.....................................21
THE METHOD...............................................22
THE FOUNDATION’S MISSION...........23

3. INTRODUCTION
This series of trend reports are a collaboration
between London-based agency RE-UP and
the Fondation de la Haute Horlogerie. They
will look back over the past two weeks and
discover what’s been ‘trending’ online.
We aim to discover which watches, stories
and industrial developments in the world of
horology gain the most amount of coverage
on the digital sphere - uncovering why these
trends are important.

4. SNAPSHOT
OF THE PERIOD

5. TRENDING TOPICS AND STORIES
FROM 17TH MAY TO 30TH MAY
Percentage of conversation about Fine Watchmaking* brands penetrated by the topic, on a sample of 1,000 articles
*Fine Watchmaking defined by the parameters set by the Fondation de la Haute Horlogerie in their White Paper report
Cannes Film Festival celebrated its 70th
anniversary this year.
Ceramic bezels were being spoken about online.
Dive watches were being talked about a lot in
the past two weeks.
The most romantic of complications, the
Moonphase has been trending.
Harry Winston is reviving the pendant watch
with the Divine Time.
3.48%
3.06%
2.32%
1.90%
1.16%

6. #1 #2 #3 #4 #5

7. VOLUME OF CONVERSATIONS
ON HIGH-END WATCHES

8. ANALYSING THE SOCIAL
BUZZ OF CANNES
FILM FESTIVAL

9. @mdenisot

10. Among Influencers
1.97%
Penetration of conversations
by the expression ‘Cannes Film
Festival’ in Swiss watch related
conversations
0.58%
Penetration of all
conversations by the
expression ‘Cannes Film
Festival’
542.86%
Increase of ‘Cannes Film
Festival’ mentions against the
previous two weeks

11. @ festivaldecannes

12. Beyond Influencers
105,960
All online mentions of
‘Cannes Film Festival’
558.26%
Increase of ‘Cannes Film
Festival’ mentions against the
previous two weeks
5.13%
Of mentions of ‘‘Cannes Film
Festival’’ in relation to ‘Swiss
Watches’

13. THE BACKGROUND
Closing curtains on its 70th year at the Palais des
Festivals et des Congrès, Cannes Film Festival is an
annual film event which previews films, including
documentaries, from across the globe.
Cannes Film Festival not only celebrates its 70th year, but
also 20 years of partnership with Chopard, something
which was celebrated with the release of a collaborative
watch.

14. @ festivaldecannes

15. The event, which took place from the 17th - 29th May,
is invite only and seen as one of the most luxury and
exclusive events in the entertainment industry’s calendar.
Cannes Film Festival is attended by the biggest
celebrities, influencers and VIPs across the globe and this
year’s event showed many brands host smaller outside
events to connect the dots between entertainment and
luxury, through a range of different mediums.

17. BEHIND
THE TREND

18. The first and most influential brand on the coveted event
has to be Chopard. Over the past 20 years, the brand has
built a long-lasting partnership that adds value on both
sides; for Chopard it is a way of having their brand spoken
about among some of the most important people in
entertainment and potential customers, and for Cannes it
shows them strengthening their ties with luxury by being
connected to a Historic Maison of Fine Watchmaking.

19. @chopard

20. To mark the 20th anniversary of partnership, Chopard
released the L.U.C XPS 1860 Black Tie, a dress watch
with a platinum case and a black gold dial that mirrors
the elegance of the event.
Beyond them partnering with the event, Chopard and
several other luxury brands such as Jaeger LeCoultre
hosted a number of events such as exhibitions and
intimate dinners. These events help to secure a
brand’s place within the luxury market and boost their
reputation among the influential audience of Cannes
Film Festival.

22. Beyond its obvious link with celebrities, Cannes has
continued to remain relevant for a luxury audience for
70 years. This is partly due to its strive for diversity and
showcasing talent which sometimes isn’t recognised
at other ‘Hollywood’ awards. Chinese actress, Fan
Bingbing is the highest paid in the world and is always a
headline attraction at the festival with brands fighting to
have their wears seen on her.
A final shoutout must be given to Montblanc, whose
long-running ambassador strategy was present at the
event with several high-profile directors and actors
such as Pedro Almodovar and Park Chan-Wook being
spotted wearing their timepieces at the event.

23. THE METHOD
We use two key social listening tools to gather the raw
data we have analysed for this report.
The first, an in-house bespoke database of 2000+
influencers and online sources within luxury and
watches - with the ability to gather insight into six
month’s worth of online buzz.
The second, a social (and media) listening tool that
looks at multiple keywords. This allows us to measure
and examine all online conversations over a set period.

24. THE
FOUNDATION’S
MISSION

25. The mechanical watch is a wonderful instrument and
the guardian of craftsmanship, creativity
and of course, time.
Our objective here at the Fondation de la Haute
Horlogerie, is to take our wealth of expertise into
the world through our four missions: to inform, train,
recognise and organise.
Since 2005, we have promoted values of excellence and
tradition within an organisation that has the support of
many Fine Watchmaking brands.

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