1. Luxury Watches communicate your strategy Napoli 28 maggio 2008

6. The Golden triangle

7. A “bathtub” market willingness to spend in watches watch price affordability fashion exclusivity Newcomer’s trap Emerging Countries Happy fews New affluents economic pressure on customers price competition

8. Watches Communication Strategies

9. Trade Exibitions & Fairs BASELWORLD is the leading event for the watch and jewellery industry. More than 2,100 exhibitors - specialists in watches, jewellery, precious gems and related brands - showcase their latest products to the industry. Visitors can browse through a select assortment of products in luxurious surroundings covering over 160,000 m2 of exhibition area on several floors. Products sectors are clearly segmented and divided between the six exhibition halls. Watch brands, jewellery brands and related brands have their own halls and there are also national pavilions. A show designed to give you a complete market overview and provide you with an ideal business platform. Every year in spring time, over 94,200 retailers and wholesalers from all over the world make the journey to Basel to visit this presentation of the latest trends and creations. Sector (2005) Exhibitors (no./%) Exhibition area (m 2 /%) Watch brands 326 15.3% 60,516 54.4%

10. Trade Exibitions & Fairs

11. Trade Exibitions & Fairs

12. Trade Exibitions & Fairs

13. Trade Exibitions & Fairs The event is organised by the “Fondation de la Haute Horlogerie”, founded in early 2005, a private law foundation created on the initiative of three founding members: Audemars Piguet, Girard-Perregaux, and the Richemont Group. Objective of the event is: “ To meet the expectations of participating brands wishing to receive their internationally based customers in optimal conditions” In 2006 the sixteenth edition had be hosted by the Hall 6 on Palexpo (Geneve) covering an area of 24,000 m 2 , with an attendance of nearly 13,000 trade operators coming from all over the world with a strong presence of Russia, China, India.

14. Trade Exibitions & Fairs

15. Trade Exibitions & Fairs

16. Trade Exibitions & Fairs

17. Communication Strategy Positioning 90% male 90% female fashion craftsmanship tradition easy life fashion accessory “ push the brand ” the best toy you can buy “ play with the brand” at the top “ brand at its best ” quality never goes out of style “ reassure with the brand”

18. Best in town go along together Comarket with another best in a brand-consistent niche (luxury cars) reassure best brand play

19. Reassure while innovating Introduce technology filtered by your brand values (analog & digital dial) reassure best brand play

20. The best just for the happy fews segment your top customers Comarket with another best in a brand-consistent niche, add on top a limited edition effect (luxury cars) reassure best brand play

21. I’m the one Build a history of reputation against your competitors. You’re market benchmark (or you pretend to be so) reassure best brand play

22. You know what we’re talking about, don’t you? Build a sense of community among your top customers (If you ask what’s that, you don’t deserve it.) reassure best brand play

23. Diamonds are forever Reassure she’s the one (diamonds are girl’s best friends) reassure best brand play

24. Diamonds are forever Reassure she’s the one (more casual look with the steel bracelet) reassure best brand play

25. On every occasion Play with life. There’s no reason to lose your style. reassure best brand play

26. The good old times Buy it! It’s perfect for your everyday life, lifelong… reassure best brand play

27. Cool! Is it Puma? Innovate and reinforce the brand (watch is extremely light as Puma snickers are) reassure best brand play

28. It’s new, but with a long tradition… Reassure with some female touch. (a cup of hot tea in a warm house) reassure best brand play

29. It’s new, but with a long tradition… While men are doing some real men work… (...being at sea...) reassure best brand play

30. Use a testimonial Not for exclusivity positioning and limited editions Product placement in movies and in the daily life of your testimonial is usually more efficient reassure best brand play

31. Use a testimonial and a cause Use a testimonial, a charity cause, and your brand, to build your brand image (support schools, help preventing cancer and environmental disasters all at the same time…) reassure best brand play

32. Get set…Ready…Go! Craftsmanship at its best, combined with limited edition Only the bravest will get it! reassure best brand play

33. Technical Excellence Craftsmanship at its best, combined with a little more classical touch, for even more exclusivity. Grand complication at top reassure best brand play

34. Finally, we made it! Reassure you’re no longer just one of jewellery top three brands. Finally customers can have at the same time italian design & swiss watch craftsmanship. (First tourbillion built 100% in house) reassure best brand play

35. Push, push, push the brand Shoot right at your target! (you can wear as many watches you feel like) reassure best brand play

36. Push, push, push the brand Make your customer advertise your brand (watch and bracelet combined together) reassure best brand play

37. Brand pushing (even more...) Just in case you need to complement a Prada total look with a watch (watch blend in the background with the other products) reassure best brand play

38. Product Placement – for her Watch as part of coordinated fashion look (a result of PR activities) reassure best brand play

39. Product Placement – for him Watch as part of a man coordinated look (no fashion, 100% technique) reassure best brand play

40. Here, we go! Building image and reputation (getting out of newcomer’s trap fast) reassure best brand play

41. It’s brand power, baby! Rolex (what else?) reassure best brand play

42. The Pink Panther... Cartier (what else?) reassure best brand play

43. The Jeweller of Kings... Cartier (emphasis on Jeweller image) reassure best brand play

44. Reassure

45. Reassure + Top

46. Top

47. Top

48. Top

49. Fashion - Branding

50. Fashion - Branding

51. Ooops! The next watch market killer? ? ? ? ? reassure best brand play