Académique Documents
Professionnel Documents
Culture Documents
Trends Report
2018
Contents
CEO of Bvlgari
Baselworld
Classic rules________________________13
Kristian Haagen_____________________ 11
Emmanuel Gueit________________ 32
Influencer Affordable icons_____________________14
CONTENTS
Designer
Chabi Nouri_________________________16 Vintage-mania ______________________ 15
Gianfranco Ritschel______________ 33
CEO of Piaget
Watchmaking consultant and trainer
François-Xavier Overstake____________21 Movements___________________ 17
Influencer
Slim & precise_______________________18 Conclusion___________________ 34
Louis Ferla_________________________ 24
Useful & desirable___________________19
CEO of Vacheron Constantin
A creative force____________________ 20
Impressum/Disclaimer__ 35
Carson Chan _______________________ 27
Influencer
About Fondation
Forecasts
de la Haute Horlogerie
1. Customer service _________________ 22
2. Second-hand____________________ 25
3. E-commerce_____________________ 28
—2—
INTRODUCTION
INTRODUCTION
never fails to reinvent itself, year after year. Fine
Watch brands, like Haute Couture houses, have
their “fashion weeks” – trade events for the most
part – where they can exhibit, explain and show
the world their latest products.
—3—
INTRODUCTION
It’s here, at these industry gatherings, that the of these mechanical marvels. Taking the
trends set to dominate watches for the twelve temperature of these two events is therefore
months to come are revealed. Starting the ball essential when seeking to understand how
rolling, in January, is Salon International de the industry is moving ahead.
FHH WATCHMAKING TRENDS REPORT 2018
INTRODUCTION
weeks later by Baselworld, the world watch with many years' experience of these two key
and jewellery show, in Basel since 1917. For any dates in the watchmaking calendar. Since 2015,
brand with global distribution, or looking to they have compiled an in-depth review of the
make a name on international markets, taking year's launches in an online publication. As a
part in either - or both - is a must. However complement to this, we have mapped out the
much digital is transforming sales, nothing highlights of 2018 in watchmaking, as illustrated
has yet replaced presentations “in the metal” by the trends spotted at SIHH and Baselworld.
—4—
FIGURES
Workforce and companies in the Swiss watch industry TOP 10 - Swiss watch exports per country in 2017
2525 +6%
2 500 100 000 2500
2050 -4.4%
2 000 80 000 2000
+18.8
% change
Workforce
1 500 60 000 1500
1229 -2.6%
1290 +7%
+8.5%
vs. 2016
1537
-2.2%
0%
Companies
-0.4%
891 -3.5%
1181
1 000 40 000 1000
1099
1078
982
500 20 000 500
0 0 0
FHH WATCHMAKING TRENDS REPORT 2018
1950
1960
1970
1990
2010
1955
1965
1975
1980
1985
1995
2000
2005
2015
Hong Kong
USA
China
UK
Japan
Italy
Singapore
Germany
France
UAE
Companies Workforce
FIGURES
Source: 2016 census of staff and companies in Swiss watchmaking and microtechnology industries Source: Federation of the Swiss Watch Industry FH
variation variation
+1.9%
21.8 +1.9%
21.5 -3.2%
+13%
19.9 +2.7%
20 8%
19.4 -9.9%
+40%
22.3
20 7%
21.4
21.0
20.6
20.2
20.2
18.8
15 6%
18.3
+22%
16.3
16.0
5%
+27%
15.3
15.3
Market in € bn
14.7
CHF bn
10
+33%
10 4%
+29%
3%
+29%
+21%
5 5
+12%
2%
+18%
+29%
4.9
+31%
4.6
4.4
4.0
3.6
+3%
3.5
1%
0
0 0
2012
2013
2014
2015
2016
2017
2012
2013
2014
2015
2016
2017
2004
2006
2009
2008
2005
2003
2007
2010
2014
2016
2015
2013
2012
2011
Electronic wristwatches Mechanical wristwatches Total Total export value
(Electronic + Mechanical
+ Movements)
Source: Federation of the Swiss Watch Industry FH Source: Federation of the Swiss Watch Industry FH
—5—
“We look ON FINE WATCHES ON AUDIENCES ON THE FUTURE
GENERATION OF
Jean-Christophe Babin
to balance What’s the big-
gest opportunity
Which expanding
customer groups
WATCHMAKERS
activity for your brand to are you focusing How do you find
new watchmakers
increase its appeal your marketing
between to customers? (and design) and what qualities
millennials That we further
efforts on? do you look for?
CEO of Bvlgari
INTERVIEW
—6—
EXTERNAL PARTS
FHH WATCHMAKING TRENDS REPORT 2018
As classicism, including in
materials, becomes the defining
EXTERNAL PARTS
element across the board of
watchmaking, opportunities
for customisation become more
important. Reflecting this trend
are the brighter colour options
and interchangeable straps,
now widely available.
—7—
EXTERNAL PARTS
—8—
EXTERNAL PARTS
of the retailer.”
came in packages that included two or
more interchangeable straps. The idea was KRISTIAN HAAGEN
—9—
EXTERNAL PARTS
The reign
of colour
Colour is all the rage this year, as cases, dials Bovet 1822 Roger Dubuis H. Moser & Cie Van Cleef & Arpels
and straps come alive with vibrant shades – Château de Môtiers 40 Excalibur Aventador S Endeavour Tourbillon Lady Arpels
Concept Planétarium
particularly for women who want a watch
with a more assertive, standout aesthetic.
— 10 —
Kristian Haagen
ON WATCH DESIGN ON THE INDUSTRY
Which timepiece took your breath away After a rough two years, do you think the
at SIHH 2018? industry will continue to grow its exports?
Also, what do you think is the biggest driver
I really like the path Baume & Mercier has been taking
of this upturn and why?
these past years, and in 2018 especially with their
new movement. It’s maybe a slight exaggeration Well, I most certainly hope exports will do better soon.
to call it an in-house calibre, as it’s more a group- I want everybody to do well, but first and foremost I
produced movement from the Richemont facilities expect quality at every level. Not just the watch and
in Val F leurier, but it’s another great move nonethe- movement, but in sales and after-sales too. Service
FHH WATCHMAKING TRENDS REPORT 2018
less from what is something of the underdog in the charges are getting crazy high from pretty much
to be the relaunch of the Cartier Santos. I didn’t think should buy a smartwatch and take the entire family
it could get any better, but Cartier pulled it off with to the Four Seasons in the Maldives for a month, or
the elegant facelift and a brilliant new bracelet design. ON NEW AUDIENCES service their 12- to 15-year-old watch. So if you want
Do you think brands are doing enough an upturn, you also need to lower your after-sales
to bring in new customers? What do you charges. Not all brands are Richard Mille nor have
the same end customers.
think they will do this year?
I hope brands will speak the language of the consum-
er more than the language of the retailer. The watch
industry still hasn’t recovered. I think brands would
benefit immensely from being way more transparent.
Don’t say you are a Manufacture if you’re not. Don’t
say a paid influencer is a “fan of the brand” when it is
merely money talking. Don’t wrap it all up in champagne
and A-list ambassadors if your product sucks. Edouard “Don’t say a paid
influencer is a “fan
Meylan from H. Moser & Cie hit the nail on the head
with his now “illegal” movie for the Swiss Icon watch.
of the brand” when it is
merely money talking.”
— 11 —
DESIGN
FHH WATCHMAKING TRENDS REPORT 2018
DESIGN
strategies have veered
away from breakout
designs in favour
of tried and true
models.
— 12 —
DESIGN
— 13 —
DESIGN
Affordable
Certain watches, even entire collections, have too often overlooked in recent years.
become references in their own right, and Perceived value for money has become
icons
these models come to the fore as brands look an important construct, meaning brands
to secure their markets. These icons have have every interest in occupying this end
spanned several decades, hence most are time- of the market. These same brands also need
only models, sometimes with the addition of to maintain volume sales in order to keep
FHH WATCHMAKING TRENDS REPORT 2018
a useful complication such as a date display or production lines busy, hence the attention
— 14 —
DESIGN
Watch design reflects the importance afforded LOUIS FERLA, CEO VACHERON CONSTANTIN
DESIGN / VINTAGE-MANIA
to the enduring values of time measurement.
Little wonder, then, that the popularity of
anything vintage has reached epic proportions
over the past three years. Almost every brand is caught up in the same
strategy of reviving a golden – meaning pre-
digital – age. The phenomenon has grown such
that it now takes multiple forms.
— 15 —
“It’s important ON FINE WATCHES ON AUDIENCES ON THE FUTURE
GENERATION OF
that we take a What’s the big-
gest opportunity
Which expanding
customer groups
WATCHMAKERS
global approach for your brand to are you focusing How do you find
new watchmakers
increase its appeal your marketing
and create to customers? (and design) and what qualities
a unique It’s important that we
efforts on? do you look for?
communication our communication reach a wide audience with us for years and
channels, from events through our different provide extraordinary
channels.” to the red carpet. product lines. As for skills and technical com-
petencies in watch- and
marketing, we focus on
Today’s customers are providing experiences jewellery-making. These
are the skills that we
FHH WATCHMAKING TRENDS REPORT 2018
Chabi Nouri
Our movement
Manufacture in
La-Côte-aux-Fées
concentrates vast
amounts of expertise,
particularly in
ultra-thin calibres.
CEO of Piaget
INTERVIEW
— 16 —
MOVEMENTS
FHH WATCHMAKING TRENDS REPORT 2018
MOVEMENTS
form a parallel universe. With this
in mind, brands are attentive to the
precision and reliability of their
movements and give preference to
useful indications through chrono-
graphs for timing short intervals,
calendars and multiple time zones.
— 17 —
MOVEMENTS
Slim &
precise
FHH WATCHMAKING TRENDS REPORT 2018
This explains the plethora of alternative level. Not just the watch
tests and certifications. It also explains
the popularity of materials such as silicon, and the movement, but
which does away with the need for lubrication
and adjustment. As for thinness, records
in sales and after-sales
are toppled on a regular basis – including
in 2018 with a new record for the thinnest
too.” KRISTIAN HAAGEN
— 18 —
MOVEMENTS
time.”
watches are made with an audience of collec-
tors in mind. They form a separate category CHABI NOURI, CEO PIAGET
— 20 —
© Les Rhabilleurs
François-Xavier Overstake ON THE INDUSTRY
After a rough two years, do you think the
industry will continue to grow its exports?
Also, what do you think is the biggest driver
of this upturn and why?
ON WATCH DESIGN I don’t think we can speak of an upturn just yet. Exports
may be growing, but this is mainly driven by the need to
Which timepiece took your breath rebuild dealers’ stocks. The overall context remains frag-
away at SIHH 2018? ile, with the result that clients are buying more icons and
From a pure design point of view, I’d pick the new key references. The market is steadily becoming more
version of the Carré H by Hermès. I find this watch and more driven by the most famous watches. Look
perfect on the wrist; it’s simple but still has charac- at what’s going on with the Nautilus and the Daytona.
FHH WATCHMAKING TRENDS REPORT 2018
of fresh air. At Baselworld, the Akrivia Chronomètre One of the current problems is that some brands are too
to bring in new customers? What do you
Contemporain caught my eye. It’s a nice redesign cautious, in which case you can’t expect a significant
think they will do this year? improvement in your market share and turnover. Again,
of the classic three-hander in the high-end segment.
That, and the superb sandblasted cases of the That’s a complex question. Brands know that they need creativity is the key. Since it’s impossible to lower prices,
Bulgari Octo Finissimo. to renew their customer base, yet despite efforts in I’d say brands need to be thinking about improving the
communication I feel there is still a gap between what’s horological substance of their watches at stable prices.
on offer and what these new clients want, which is cre-
ativity, fun, personalisation and fair prices. The problem
I currently see is that the fair prices are very often the
consequence of cost controlling, which I’m afraid to say
becomes perceptible when you handle the watches.
The solution lies with creativity: when a watch is highly “It’s a big mistake to
desirable, price becomes a less prominent issue. If I were
a large group, I would focus my entry-level brand on very
adapt the offer to a lower
creative, daring pieces at reasonable prices, and I would price segment as this is
often perceived as a sign
adapt communication and distribution to clearly speak
to these clients and make them want to wear a watch
again. If I were a standalone company with a high price
segment, I wouldn’t focus on new clients at this stage.
of weakness.”
I would stay at my usual price point by offering bold
products. It’s a big mistake to adapt the offer to a lower
price segment as this is often perceived as a sign of
weakness and, for loyal clients, a loss of brand equity.
— 21 —
FORECAST 1
Customer
Service
FHH WATCHMAKING TRENDS REPORT 2018
— 22 —
CUSTOMER SERVICE
rally lose their properties over time. The need media to vent their dissatisfaction. Grievances to deal with 200,000 service requests a year.
— 23 —
“Each year ON FINE WATCHES ON AUDIENCES ON THE FUTURE
GENERATION OF
we enrol new What’s the big-
gest opportunity
Which expanding
customer groups
WATCHMAKERS
graduates from for your brand to are you focusing How do you find
new watchmakers
increase its appeal your marketing
vocational to customers? (and design) and what qualities
study courses Vacheron Constantin
efforts on? do you look for?
Louis Ferla
tion, and in this respect courses into our teams.
is a perfect example This is the best way
of Haute Horlogerie at to integrate them into
Vacheron Constantin. Vacheron Constantin, and
It mirrors our values give them the oppor-
and illustrates our tunity to train with our
ability to tell a story master watchmakers on
and push the limits our different collections.
of our expertise. Throughout their training,
we evaluate a number of
professional and personal
qualities such as manual
ability, visual acuity, con-
centration, meticulous-
ness and methodicalness.
Beyond training, we
INTERVIEW
— 24 —
Second-
FORECAST 2
Hand
FHH WATCHMAKING TRENDS REPORT 2018
FORECAST 2 / SECOND-HAND
Today’s second-hand watch market is worth an
estimated US$5 billion in revenue and increases
in value by 5% a year. It owes its success to
the internet, but also new consumption
habits. Once left to specialised
online platforms and third-party
dealers, a growing number of
brands are signalling an
interest in regaining
control over this
market.
— 25 —
SECOND-HAND
consultancy Kepler Cheuvreux. Since 2013 it pieces. What started out as a niche market, the initiative instead. However, rising sales of
FORECAST 2 / SECOND-HAND
has outperformed the market for new watches, limited to a handful of specialist dealers, has pre-owned watches coupled with declining
and continues to grow by around 5% a year. grown exponentially on the back of the inter- sales of new watches has prompted them to
Boosted by increased professionalism and net. This now global business has produced think again. At SIHH 2018, Audemars Piguet
by the internet, within the next 5 years sales giants such as Chrono24.com or TheRealReal. announced its intention to embrace the
of pre-owned watches are forecast to equal com, and given a new, less wealthy clientele second-hand watch market as of this year.
and possibly even exceed the market for new access to prestige timepieces. Richard Mille has said it will test the waters
watches. In an interview to Reuters during in the United States. Small brands such as
SIHH 2018, Audemars Piguet CEO François- Changing mentalities – buying pre-owned H. Moser & Cie and MB&F have also expressed
Henry Bennahmias declared that the second- luxury goods is no longer taboo – and new interest. First-hand involvement in this market
hand watch market could ultimately be worth consumption habits that favour experience is one way brands can control the quality of
10 to 20 times more than the market for new. over ownership have turned these platforms their pre-owned watches and at the same
into a playground for millennials. Collectors, time maintain prices.
meanwhile, have been instrumental in popu
larising watch-themed auctions, which have
seen a transformation of their own: until six
or seven years ago, the vast majority of lots
were vintage or rare watches whereas today’s
catalogues feature a high number of recent,
and in some cases very recent, items.
— 26 —
ON THE INDUSTRY
After a rough two years, do you think the
industry will continue to grow its exports?
Also, what do you think is the biggest driver
Carson Chan
of this upturn and why?
My answer to the first question is: yes. Brands are en-
larging their audience and lowering prices in an effort
to attract more new customers at entry level. Of course
ON WATCH DESIGN they are also taking care of customers at the more
FHH WATCHMAKING TRENDS REPORT 2018
Which timepiece took your breath away intermediate level by introducing complications and
at SIHH 2018? craftsmanship that are relevant to their tastes. I truly
— 27 —
FORECAST 3
E-commerce
FHH WATCHMAKING TRENDS REPORT 2018
FORECAST 3 / E-COMMERCE
Digital is a fast-growing channel in every
country and every sector, and luxury is no
exception. Consultancy firm Bain & Company
forecasts that by 2025 a quarter of luxury
sales will be made online. Closer ties between
brands and online platforms show that
watchmakers are continuing to make (still
timid) inroads into e-commerce. Will they
avoid the pitfalls of the web, not least the
importance of managing their image and
reputation online?
— 28 —
E-COMMERCE
Exponential Watchmakers
growth behind the times
Online retailing has exploded across every Despite progress made, the watch sector is still
sector in the past few years. New York-based lagging: online sales currently represent a tiny
market retail company eMarketer reports that 2% of revenue. The rise of the digital native
worldwide B2C e-commerce sales hit US$ 1.915 – luxury’s main growth engine – is, however,
FHH WATCHMAKING TRENDS REPORT 2018
trillion in 2016, up 24% on 2015. This is 8.7% forcing watch brands to adapt their behaviour.
of total retail spending worldwide, a figure that Pop-ups warning against online sellers are
FORECAST 3 / E-COMMERCE
is expected to double by 2020. now being replaced by partnerships with
major e-commerce portals such as JD.com in
Luxury
China or British e-tailer Mr Porter.
follows suit
The luxury sector mirrors this trend. The way ahead
According to Bain & Company, online sales
A 2017 study by Deloitte revealed that 67% of
of personal luxury goods reached US$ 28
watch executives consider e-boutiques to be
billion in 2017, climbing 24% on the previous
the most important sales channel. The next
year. The United States made up almost half
step will be to find the right balance between
this figure, although growth was particularly
virtual and physical, e-commerce and brick-
strong in Europe and Asia. Accessories are the
and-mortar stores. A further challenge will
fastest-growing category, ahead of apparel.
be to avoid the pitfalls of an online presence,
Bain estimates that online sales
i.e. being associated with close-out sites
for personal luxury goods will account for 25%
(detrimental to image) or insisting on going
of the market by 2025.
it alone (less effective).
— 29 —
BEST PICKS
Philippe Dufour’s
insight into SIHH
FHH WATCHMAKING TRENDS REPORT 2018
— 30 —
BEST PICKS
For designer Eric Giroud, each new crop of watches brings rich pickings.
Opportunities abound to marvel at the shape of a case, artful gem-setting
or an ingenious mechanism. Nor does he reserve his enthusiasm for watchmaking’s
highest echelons; there are innumerable opportunities to stop and admire.
From vintage inspiration to contemporary designs, from horological electronics
to the icons of the past, beauty is a form of intelligence that knows no boundaries.
— 31 —
BEST PICKS
As a designer himself – including icons such as the Rolex Cellini and Audemars
Piguet’s Royal Oak Offshore – Emmanuel Gueit browsed the booths at Baselworld
in search of a creative touch. His wanderings led him to brands whose products
shape lines and curves into emotions; products that infuse metal with soul while
delivering flawless technique. Because for him there can be no doubt:
design is part of our future.
— 32 —
BEST PICKS
— 33 —
CONCLUSION
The watch industry is in the throes of change. millennials, who don’t necessarily want the same
Digital has produced new paradigms that are things or consume in the same way as their elders.
forcing brands to reconsider how they go about Also, brands can no longer cling to the belief that
their business. Nor is there any clear logic as to luxury is immune to crises. Resilient, yes, but
where the two meet. On the one hand are the watch certainly not invulnerable. Watch companies must
companies that think in long cycles, particularly show themselves capable of adapting quickly to
for product development, and value tradition. economic uncertainty if they are to stay the course.
FHH WATCHMAKING TRENDS REPORT 2018
On the other there is the Internet, operating The consequence of these two factors is that the
24/7 to satisfy a culture of immediacy that erases industry is probably more attuned to its customers
CONCLUSION
borders. Watchmakers believed they could adapt and its markets than ever before. And showing
to these changes... given time. But time goes too unprecedented product responsiveness.
quickly! Whether it’s communication, marketing
or distribution, whether it’s knowledge-sharing, As this report shows, we can no longer dissociate
training or raising funds, everything can - even watch production and the economy, timepieces
must - be done online. and purchase motivations. And yet amidst these
transformations, one element remains unchanged:
This chain of information has made watch Fine Watchmaking continues to appeal to our
companies acutely aware of the need to make hearts and minds with products that, year after
contact with the buying public. Particularly year, are a culmination of expertise, creativity and
as the baby boom generation gives way to innovation. Values that withstand the test of time.
— 34 —
IMPRESSUM
Fondation de la Haute
Horlogerie
A not-for-profit foundation set up under private law in 2005 by FHH WATCHMAKING TRENDS REPORT 2018
Audemars Piguet, Girard-Perregaux and the Richemont Group, Rue André-De-Garrini 4, 1217 Meyrin (GE), Switzerland
the objective of the FHH is to promote and spread the reputation T. +41 22 705 83 00, info@hautehorlogerie.org
of Fine Watchmaking around the world. It provides information © Fondation de la Haute Horlogerie, 2018
on the latest news, history and skills within the watchmaking
FHH WATCHMAKING TRENDS REPORT 2018
IMPRESSUM / DISCLAIMER
It organises large-scale events and encounters intended for both the electronic, recording, information retrieval system, or otherwise, without prior
general public and professionals. A creator of content, competencies, written permission from Fondation de la Haute Horlogerie.
connections and experiences, the FHH is supported by 42 partner
brands. Leading names in the watch industry and independent Managing Editor: Fabio Teta
creators, they actively contribute to its activities. Editorial Staff: Alex Ballmer, Fabrice Eschmann, William McNish (ReUp),
Christophe Roulet, Emmanuel Schneider
THE 42 PARTNER BRANDS Translation: Sandra Petch
A. Lange & Söhne, Audemars Piguet, Armin Strom, Bovet, Bulgari, Cartier, Graphic Design and Production: CANA atelier graphique
Chanel, Chopard, Christophe Claret, Chronométrie Ferdinand Berthoud, Photography: Getty images, Istock
De Bethune, DeWitt, F.P. Journe, Girard-Perregaux, Greubel Forsey, Grönefeld,
Hautlence, Hermès, H. Moser & Cie, HYT, IWC, Jaeger-LeCoultre, Kari Voutilainen, FHH___________ hautehorlogerie.org
Laurent Ferrier, Louis Vuitton, MB&F, Montblanc, Officine Panerai, Parmigiani SIHH__________ sihh.org
Fleurier, Piaget, Ressence, Richard Mille, Roger Dubuis, Romain Gauthier, RJ, FHH Journal____ journal.hautehorlogerie.org
Speake-Marin, Tag Heuer, Ulysse Nardin, Urwerk, Vacheron Constantin, FHH Trends _____ trends.hautehorlogerie.org
Van Cleef & Arpels, Zenith FHH Forum _____ fhhforum.org
FHH Academy___ fhhacademy.org
— 35 —