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In the 1970's, after around 1000 companies and 55'000 place of work disappeared, many analysts left the Swiss watchmaking industry for dead as it missed out the electrical revolution and was facing tough competition from cheaper Japanese watches. Today, the watch industry is Switzerland's third largest exporter after the machine and the chemical industry. Switzerland's production of finished watches amounts to around 26 million units for a value of 10 CHF billions. The aaa Replica Watches average export price for Swiss watches is 378 CHF versus 7 CHF for Hong Kong and 61 CHF for French watches. Where does this huge price difference come from? Switzerland possesses close to 100% of the luxury market value (which represents 48% of the watch market value). Export of watches including precious metal represents only 5% in units, but 46% in value. But watches are not only important in terms of revenues for Switzerland; it is also an important part of the replica breitling navitimer Helvetic tradition. When kids get their first watch, it is usually a Flik Flak (Swatch Group). Then, most of the teenagers (and adults as well) go through what one could call a "Swatch mania". Colorful, cheap and fancy: everyone has at least one Swatch.
Then,cartier love bracelet gold plated, as adult, most of the people possess one ore more luxury watches. Nevertheless, behaviors changed a lot in the past years. Watches were typical present to offer at certain stage of the life (20 th birthday, graduation, wedding, etc). One would wear the same watch his entire life. Nowadays, most of the people own more than one watch and like to consider it as a fashion accessory they can change as they like and that matches their cloths or envy of the breguet replica moment. The redaction of this thesis has been partially realized during an internship at Omega Headquarter, Bienne. This document is divided into four major parts. The first part (chapter 2 and chapter 3), includes a short introduction to the world of luxury watchmaking and then analyzes the prestige watchmaking industry according to the theory of Michael Porter. The second part is using the three generic strategies proposed by Porter in order to identify the strategies used by the main brand on the luxury watch market. Then, the ulysse nardin replica watches third part presents the profile and strategy of Omega's main competitors which are also some of the main player on the market in terms of volume. These companies are Rolex, Cartier and TAG Heuer.
Finally, the last part is an exploratory content analysis of Omega and Rolex paper advertisements using multiple celebrities. The aim is to assess the pertinence and coherence of the communication strategy with the other elements of the strategy and to better understand the use of celebrities in the luxury watchmaking industry. The goal of this research is to provide Omega with an analysis of the strategy of its major competitors, which are Rolex, Cartier and Tag Heuer as well as assessing the validity of the celebrity endorsement strategy used by Rolex. This replica jaeger-lecoultre study concerns the Swiss luxury watchmaking industry. In order to clarify what luxury means and includes in term of price, a classification taken from the Pictet report "The Watch Industry, What makes it tick ?",cartier love bracelet price 2011, November 2003, will be used. The following table distinguishes four different segments which are exclusive luxury, accessible luxury, mid price and low price.
Any time this report refers to "luxury watch industry", it includes both the exclusive and the accessible luxury segment. What is more, as the Swiss luxury watchmaking industry represents close to 100% of the luxury watch market value, in this study, the expression "Swiss luxury watchmaking" or "luxury watchmaking" can be considered as equivalent. Price segmentation in the watch market (factory gate) (Source: Pictet) Luxury watches are defined as being those with a factory-gate price of over CHF 500, which corresponds more or less to a retail price in excess of CHF 1500. Accessible luxury watches are defined as those being sold for factory prices between CHF 500 and CHF 3000 (which corresponds to a retail price between CHF 1500 and CHF 9000).
The technologies used are mainly based on mechanical movements and to a lesser extent quartz movements. The replica Patek Philippe watches exclusive luxury segment represents watches with a factory-gate price in excess of CHF 3000 with no upper limit given. The production involves sophisticated craftsmanship and technologies are usually exclusively based on top-grade mechanical movements.
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