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WorldWatchReport 2007 publication

Once again, IC-Agency is making a BaselWorld appearance to present their WorldWatchReport market study.  This study showcases the luxury watch industry, analyzed by the means of the Internet.

Online luxury boom:

  • The online luxury watch market is booming: all studied brands have seen increases in online demand.
  • Rolex, Tag Heuer, Omega, Cartier and Breitling dominate the market: together they represent 90% of all searches in both Europe and the United States.    
  • Rolex remains the world’s most popular brand in search intentions, followed by Tag Heuer in the United States and Omega in Europe.
  • Jaeger-LeCoultre saw the largest increase in demand in 2006 (+39%) outpacing Omega (+29%) and Breitling (+24 %).

Counterfeit demand rapidly increasing:

  • Counterfeit demand registered large increases in all of the 5 studied markets.
  • The French market demonstrates astounding results: demand for counterfeit products nearly doubled from 2005 to 2006. This now represents 21% of search volume in France, 19% in Germany, 17% in the United States, 16% in the United Kingdom and 12% in Italy.
  • In 2006, the brands most associated with counterfeit searches were      ranked as followed: Rolex, Breitling, Cartier, Omega and Tag Heuer. Among these brands, Breitling saw the biggest increase in 2006 (+71.8%), outpacing Rolex (+45%).

You can view a selection of graphs illustrating these trends on the report website at www.worldwatchreport.com.

Tags: baselworld, watch industry, luxury, IC Agency, watch, worldwatchreport

By Flavio Quaranta | April 12, 2007 | Demand Analysis , | News & Trends , | Sectorial Analysis
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Flavio Quaranta
Associate Partner, Bathurst
Jonathan Tower
Internet Marketing Specialist

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