1. brighton digital festival 2013
lloyd amsdon
brand director & co-founder

2. introductionwf&co.’s digital marketing
• The company, the brand, the customer
• a typical marketing month
• the impact of going offline
• creating success in the watch world
• the future

3. about usestablished in 2002

4. £92M
value of watches
sold to date
12,000number of
daily visits
£3200average customer
spend
35kmonthly
marketing
budget
51members
of staff
50,000digital magazine
readership

5. .co.uk time services royal exchange customer eventsthe watch magazine
e-commerce watch servicing retail publishing services & events
international

6. the brandrepositioning watchfinder
• brand positioning
• brand personality
• key messages
• communication
statements
• tone of voice
key messages
service
knowledge
independence
& choice
engaging
respectful
knowledgeable
inclusive &
positive
trust
expertise &
innovation
brand personality
tone of voice

7. brand equityAgainst other retailers both pure play and high street
watchfinder watches of
Switzerland
mappin and webb watches.co.uk jura watches

8. brand equityAgainst watch brands
bremontraymond weilpaneraipatek philippewatchfinder

9. Aalpha territory
bprofessional
rewards
gcareer & kids
oliberal opinions
mosiac profileswho are our customers
our customers

10. customer
lifestyle
successful, substantial
wealth & influential
executives, significant
equity & comfortable
children, good incomes
& comfortable homes
young singles, degree level
educations & creative jobs
A b
g o
A
b
g
o

11. where our
customers livebond street vs the city
visits 251,996
london 86,469
manchester 5,348
birmingham 5,290
liverpool 4,872
leeds 4,762
edinburgh 3,642
sheffield 3,622
glasgow 3,532
newcastle upon tyne 3,319
norwich 3,269

12. the luxury watch buyerthe behaviour of our customers
• r.o.p.o
• traditional and online media
• early adopter
• choice, convenience and knowledge
• loyal and exacting
• warranty, buy-back and part exchange
• new luxury experience
94%trust pilot score
35%repeat business

13. marketing monthwhat happens in a typical month

14. emailthree sends a week
• special offers
• new arrivals
• news & reviews
• 190,000 recipients
• 11% opens
• 2.75% clicks
tuesday friday sunday

15. eventssix events every month
• masterclasses
• pop-ups
• friday club
• corporate days

16. social mediatwo instances every day
• twitter
• facebook
• instagram
• pinterest
• linked-in
• google +
• partnerships

17. videoenriching content
• website
• you tube
• 1000 views a week
• partnerships

18. passionate about watches
print edition
wf&Co. issue one
watChfinder&Co.
time is running out for the
traditional watchmaker. can
wf&co.’s tony williams step in?
page 4
t
hebiscuittinidealofawhite-hairedwatchmaker,
bent double at his bench as he labours over a
movement from the first screw-turn to the last,
is a scene not long for this modern world. The
traditional, timeworn artisan is being rapidly
eclipsed by someone cheaper, easier to train
and ultimately less traditional - the sequential worker. Think
of sequential watchmaking as you would a car assembly line:
each worker along a chain has a specific duty, adding a screw,
tightening a bolt, gradually piecing together the final product.
Not a particularly romantic scene, granted, but it gets the job
done, and each worker requires only minimal training. But
what of the traditional watchmaker? And those who want to
follow in his footsteps? It seems their future is bleak - but then
again, perhaps not...
continued on page 6
Investing in watches has proven lucrative over
the years - is it still worth investigating?
The Watch Magazine reviews a selection
of the latest watches to hit the market
Explore The Royal Exchange and the City of London
when you visit the WF&Co. boutique
marketwatch inreviewwithtwm out&about
12 14 16
the
inside
man
a place
in the city
NewspaperFinalAM.indd 1 12/09/2013 09:16
printengaging through direct mail
• re-engagement
• in-store
• new orders
• unique offer
Watchfinder
Invicta House, Pudding Lane
Maidstone, Kent, ME14 1NX
the Wf&co. Boutique
The Royal Exchange, Bank
City of London, EC3V 3LQ
Tel. +44 (0) 844 247 8884
www.watchfinder.co.uk
Watchfinder.co.uk Ltd, Registered in England 04524723 at 37 St Margarets Street, Canterbury, Kent, CT1 2TU
Special Offer
Dear Mr Smith
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derepel iquam, que nobitas res num aut opta nulles is ad eatur, opta con nonsequid quia volo
blabo. Ut re labore rem in nimusdae serit plam, omnitib erianto occaess inveliquo offictus
sitas vollit dus ni ipid evelibus exped ullenimet ulparcid unt.
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quiassi
Yours Sincerely
Lloyd Amsdon
Lloyd Amsdon

19. the watch
magazinequarterly digital publication
• 90,000 app. downloads
• >50,000 readers per issue
app. 70% browser 30%
• >10 mins average dwell time

20. press releasesengaging the press
• lifestyle
• business
• industry

21. events videohttp://www.youtube.com/watch?v=Gq7ErMKE8kc

22. the wf&co. boutiquefive weeks to take our proposition offline

23. store impactbuilding trust in the brand
• re-positioning
• trade profile
• partnerships
• destination
• confidence and conversion

24. 400
350
300
250
200
150
100
50
0
450
500
550
600
650
Units
Months
700
Nov‘12Oct‘12 Dec‘12 Jan‘13 Feb‘13 Mar‘13 Apr‘13 May‘13 June‘13 July‘13 Aug‘13
store impacthow offline has aided online
online sales store sales

25. store marketingsupporting the store
• email by location
• ppc by location
• newspaper drops
• direct mail
• television
£240,000

26. creating successin the watch business

27. the productliving up to your promise
• quality
• choice
• knowledge
• the service centre

28. DIRECTORSMANAGERSSTAFFEXTERNAL
AGENCIES/
CONSULTANTS
SERVICING
DATA
DISPATCH
H.R.
SALES
(ONLINE)
SALES & PURCHASING (RETAIL)
CUSTOMER
SERVICES
PURCHASING
& COMMISSION
ACCOUNTS MARKETINGI.T. LEGAL
ADMIN (SERVICING)
CHERYL C.
LAURA H.
MANAGING DIR.
STUART H.
OPERATIONS DIR.
STUART H.
SERVICING DIR.
MATT B.
BOARD OF
DIRECTORS
SHAREHOLDERS
CFO
JOHN H.
SALES MANAGER
ALEX S.
RETAIL MANAGER
SIMON M.
HUMAN RESOURCES
& DISPATCH MNG.
JADE C.
TECHNICAL DIR.
TONY W.
OPERATIONS MNG.
SEAN D.
DATA
SIMON F.
PURCHASING MNG.
JON B.
LEGAL
AMY C.
BRAND DIRECTOR
LLOYD A.
CREATIVE DIRECTOR
DAN B.
SENIOR DEVELOPER
STEVE L.
IT DIRECTOR
JON G.
FRONT END
SEAN J.
PUBLIC RELATIONS
FIELD
COMMUNICATIONS
PAYROLL
REEDS
ONLINE MARKETING
PERISCOPIX
MAGAZINE (BUILD)
APTUS
MAGAZINE (DESIGN)
TALL TREE
WATCHMAKER
TREVOR P.
DESIGN
MANÉ B.
ACCOUNTS AST.
BEVERLEY A.
HAYLEY S.
PURCHASING
SAM B.
COMMISSION
JENIFFER F.
DEP. RETAIL MNG.
MICHAEL H.
SENIOR SALES
MARTIN A.
RETAIL PURCHASING
OLIVER W.
DISP. (SERVICING)
EMILY B.
DISP. (ONLINE)
TBC
DISP. (RETAIL)
NEHA M.
TRN. WATCHMAKER
SARAH JANE S.
QUALITY CONTROL
THOMAS M.
AST. SALES MNG.
TOM HOLLAND
CUSTOMER SERVICE
NATALIE P.
SALES
KIERAN N.
TERRY R.
SALES (FRANCE)
CHARLOTTE V
WATCHMAKERS
PHIL C.
PETER A.
CLEANING
TECHNICIAN
WILL C.
POLISHING
ROBERT P.
DAVE W.
SCOTT R.
LYDIA V.
JASON R.
BEN W.
CONTENT
ANDREW M.
PHOTOGRAPHY
JACK S.
TOM P.
DATA AST.
ZOE J.
MARKETING
(OFFLINE)
ROB B.
MARKETING
(ONLINE)
GARY R.
INVICTA HOUSE
LOCATION POSITION
ASCOT HOUSE
ROYAL EXCHANGE
DIRECTOR (4) SHARED RESPONSIBILITY
MANAGER (8)
STAFF (39)
COMPANY STRUCTURE JULY 2013
investing in staffcreating the perfect team

29. staff experiencefrom the old to the new
tony williams
servicing director
simon Moody
store manager
andrew morgan
editor

30. rolex submariner 16610
a new section
he know when
hes with a view
orth. Buying a
re than simply
g asset - in fact
n net modest
en substantial
re putting the
inthehotseat.
ews that the
nsiblepurchase
y growth and
ideal control
Market watch.
acingtheshort-
was current for
he 116610 took
saw extensive
lex, making it
nt (see graph).
around £1,200,
in early 2011,
eadily in price
rrp 1988 (£)
1200
inflation (£)
1500 (3.3% Pa)
appreciation
by 2013 (£)
1400
= 4100
final rrp 2011 (£)
4120
Watches
solD at
WatchfinDer
in 2012
rolex rrp
average pre-oWneD sales price
5000
4000
3000
2000
1000
2003 2004 2005 2006 2007
yeaR
value (£)
2008 2009 2010 2011 2012 2013
1.5%
16610
submariners
5.8%
non-16610
submariners
dIScOntInued;
PRe-Owned valueS
cOntInue tO RISe
laRge RRP RISe;
PRe-Owned valueS
fOllOw afteR 1 yeaR
50th annIveRSaRy;
PRe-Owned valueS
acceleRate uPwaRdS
Watch spec

31. the futurewhat’s next for wf&co.?
• even more choice
• additional stores
• a watchmaking academy
• complimentary new watches
• additional products
• event sponsorship
• ambassador model
• the brand journey