The World Luxury Index™ China: Watches · $ (a4234 %a' (*% () !'a-!* aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa % the world luxury index™ china: watches the most sought-after

The World Luxury Index™ China: Watches THE MOST SOUGHT-AFTER LUXURY WATCH BRANDS BY CHINESE CONSUMERS

MEDIA KIT EMBARGO – MONDAY, DECEMBER 17TH – 6AM GMT

A new luxury benchmark is born.

The World Luxury Index.

Understanding the Chinese watch market

The Market.

“The Chinese watch and jewellery industry is worth

$4 billion alone”

Financial Times, September 2012

The Context.

Growing scrutiny over extravagant gift-buying

and government corruption.

The Trend.

“China's overseas buyers spend around €11,000 on each

shopping trip to places like Europe, Singapore, and Hong

Kong.”

Wall Street Journal, August 2012

Pre-purchase research is done in China long prior to travel.

The Pattern.

The Scope.

60+ watch brands

Unbiased insights from the top search engines in China:

100 million+ searches*

1,500+ watch models, 14 search intentions

&J&E.C.%9>&F(?()<&G)$(3D&'H&! Z!

The Brands. [$)>:F(?()<\6:+?]&8#.69&[9%*#+4&@)96:&4+C1+6%9%.$6,!

6""5'7310'89':;'<&/-51+

Haute Horlogerie Women's Jewelry Couture Prestige High Range H0&F96C+&N&'^#6+! _(>C9).! 8#96+>! _)+.%>.6C! _9(1+&N&`+)*.+)!H(:+19)4&".C(+%! 89)%.+)! E.$)! a(@>$%! _+>>&N&b$44!_>96*39.6! 8#9)).$>! a+)1c4! d1+C9! _)+1$6%!_$=+%! 8#$39):! F$(.4&e(.Y$6! "96+)9.! 8$6*$):!_)+C(+%! e96&8>++B&N&H)3+>4! b9>3#&F9()+6! b$>+?! f@+>!89)>&U&_(*#+)+)! 8#9(1+%! gHG&a+(+)! f@+)#9):!8$)(1! U)+:! U)h:h).i(+&8$64%96%!E+&_+%#(6+! a9))<&[.64%$6! G)9#91!E+;.Y! ".9C+%! V9*$@&N&8$!U)96*/&`(>>+)! g.j96<&N&8$0! F$6C.6+4!G.)9):I"+))+C9(?! F$(.4&f)9):!G>94#kY+&d).C.69>! `9().*+&F9*)$.?!G)+(@+>&U$)4+<! `$6%@>96*!\[8! "+))+>+%!V9+C+)IF+8$(>%)+! b9:$!V9i(+%&E)$A! b9<1$6:&[+.>!"9)1.C.96.! b$19.6&V+)$1+!"9%+/&"#.>.33+! '.66!b.*#9):&`.>>+! g+*#6$19).6+!b$C+)&E(@(.4! g(:$)!l><44+&L9):.6! e(>*9.6!e9*#+)$6&8$64%96%.6!m+6.%#!

What is the current state of the luxury watch market in Mainland China?

Watch Interest Growing. Growth of Total Searches for Luxury Watches | China

Watch Segments and Growth. Growth of Searches for Luxury Watches by Category | China

How do big luxury watch players compare with niche brands?

XO!

Top 10 Brands Stay Strong. Top Luxury Watch Brands in China | 2012 vs.2011

<&/-5+ ()*(+ ()**+ =>87?038-+d1+C9! X! X! o! !"b$>+?! K! M! ! #$"F$6C.6+4! M! K! " !$"89)%.+)! O! O! o! !"b9:$! P! P! o! !""9%+/&"#.>.33+! Q! Q! o! !"e9*#+)$6&8$64%96%.6! R! Z! ! #%"\[8! S! R! " !$"".9C+%! Z! XW! ! #$"8#96+>! XW! XK! ! #%"

&J&E.C.%9>&F(?()<&G)$(3D&'H&!

!!!&!

!&

!

!&E+%9.>4&$6&"9C+&KQ!

\6%+)+4%+:&.6&4++.6C&%#+&*$13>+%+&)96/.6C&$B&QP&@)96:4p!@?%1#&3%"'08'02"'A8&75A/0#2B".8&0C'D23-/'E?/&0"&7F!

'$()*+,&E.C.%9>&F(?()<&G)$(3D&V96&qV(6&KWXK!

XP!

Winners Monopolize. \6&96&+1+)C.6C&19)/+%&;#+)+&9;9)+6+44&$B&419>>+)&@)96:4&.4&<+%&%$&@+&:+=+>$3+:D&%#+&>(*/<&;.66+)4&+6r$<&9&1$)+&3)+=9.>.6C&:$1.696*+!

8$139)+&%#.4&%$&9&19%()+&19)/+%&4(*#&94&U)96*+D&;#+)+&%#+&%$3&XW&@)96:4&*93%()+&QOn&$B&19)/+%&4#9)+!

The top 10 most searched for brands represent nearly 80% of

the search market

'$()*+,&E.C.%9>&F(?()<&G)$(3&V96I&V(6&KWXK!

The challenge for niche brands. “The influence of small or niche

brands is still quite limited in China. Especially since these

brands do not have a lot of dynamic and locally-relevant

information to share” David Chang, Editor-in-Chief, Perfect Time, China & WorldWatchReport™ Contributor

G/10"10',-#&"/13-H+

I"/&J8>"&JI"/&+ <&/-5+ ()*('

B/-K+()**'B/-K+

X" "//&.'! b$>+?" K" M"

K" "/*&,'! d1+C9" X" X"

M" ",.&.'! 89)%.+)" O" O"

XR!

The Big Get Bigger.

H%&9&brand levelD&%#+&%$3&M&B94%+4%&C)$;.6C&@)96:4&9)+&9>4$&%#+&@)96:4&%#9%&)+3)+4+6%&%#+&@.CC+4%&19)/+%&4#9)+,!

G/10"10'!"#&"/13-H+

I"/&J8>"&JI"/&+ <&/-5+ ()*('

B/-K+()**'B/-K+

X" 0*)&%'! l><44+&L9):.6" MR" MM"

K" 0)+&%'! "96+)9." XR" XP"

M" 0)-&*'! a(@>$%" KO" KX"

'$()*+,&E.C.%9>&F(?()<&G)$(3D&V96&qV(6&KWXK!

Top 3 Movers in Brand Search Volume Bottom 3 Movers in Brand Search Volume

!!!&!

!&

!

!&E+%9.>4&$6&"9C+&KQ!

\6%+)+4%+:&.6&4++.6C&%#+&*$13>+%+&)96/.6C&$B&QP&@)96:4p&@?%1#&3%"'08'02"'A8&75A/0#2B".8&0C'D23-/'E?/&0"&7F!

XS!

A Market Difficult for New Players to Crack.

H%&9&model levelD&%#+&%$3&P&1$:+>4&)+19.6&%#+&491+&94&>94%&<+9)D&@(%&6$;&%$C+%#+)&*93%()+&1$)+&%#96&PWn&$B&9>>&$6>.6+&.6%+)+4%&!

Searches for Watch Models in China | Top 5

'$()*+,&E.C.%9>&F(?()<&G)$(3D&V96&qV(6&KWXK!

&J&E.C.%9>&F(?()<&G)$(3D&'H&! XZ!

Bigger is Better? "  HB%+)&+6r$<.6C&<+9)4&$B&4(**+44&.6&%#+&19r$)&*$94%9>&*.%.+4&$B&'#96C#9.D&_+.r.6CD&

+%*0D&%#+&@.C&;9%*#&@)96:4&9)+&19/.6C&9&3>9<&.6&.6>96:&8#.69D&;#+)+&%#+&+*$6$1<&.4&@$$1.6C&96:&>(?()<&*$64(13%.$6&.4&;9/.6C&(3&!

"  H&)+%9.>&3)+4+6*+&.6&%#+&*$94%9>&*.%.+4&.4&6$%&4(s*.+6%&96<1$)+&96:&94&9&*$64+i(+6*+D&419>>+)&@)96:4&1.C#%&@+&3+69>.A+:&B$)&6$%&@+.6C&9@>+&%$&:+=+>$3&%#+.)&)+%9.>&6+%;$)/&.6&%#+&1.::>+&96:&;+4%&)+C.$6&94&@.C&@)96:4&6$;9:9<4&:$!

"#/&.'!

"#*&)'!

"#.&/'!

"  \6%+)+4%&B)$1&%#+&;+4%&.4&*$6t)1+:D&94&%#+&)+C.$6&4#$;.6C&%#+&B94%+4%&C)$;%#&.6&4+9)*#+4&B$)&>(?()<&;9%*#+4!

"  H&%<3.*9>&t)4%I%.1+&>(?()<&;9%*#&3()*#94+&.4&$B&9&>$*9>><&;+>>I+4%9@>.4#+:&@)96:D&%#(4&@+6+t%.6C&%#+&@.CC+4%&3>9<+)4&;.%#&>9)C+&>$*9>&@(:C+%4!

Growth of Total Searches for Watches in 3 Economic Regions

_)96:&691+&4+9)*#+4&$6><!'$()*+,&E.C.%9>&F(?()<&G)$(3D&V96&qV(6&KWXK!

&J&E.C.%9>&F(?()<&G)$(3D&'H&! KW!

How Can Brands Ensure Their Spot in the Market? "  _.C&3>9<+)4&6++:&%$&9=$.:&%#+&>$6CI%+)1&).4/&$B&$=+)+?3$4()+&;#.*#&*96&>+9:&

%$&u>$C$&B9%.C(+v&!!

"  f64().6C&%#+&@)96:&ELHD&6$%&$6><&%#+&@)96:&691+D&.4&;+>>I*$11(6.*9%+:D&(6:+)4%$$:D&96:&933)+*.9%+:&@<&%#+&>$*9>&9(:.+6*+!

"  a+>3.6C&%#+&+?.4%.6C&*>.+6%+>+&%$&:.j+)+6%.9%+&<$()&@)96:&;.%#&$%#+)4D&@(.>:.6C&(3&9&%)(+&>$<9>%<!

"  U$)&419>>+)&@)96:4D&;#$&(4(9>><&#9=+&>+44&*94#&9%&%#+.)&:.43$49>&B$)&)+%9.>&96:&1+:.9&.6=+4%1+6%D&%#+&:.C.%9>&*#966+>&.4&+43+*.9>><&4%)9%+C.*&%$&)+9*#&9&;.:+&9(:.+6*+&96:&+6#96*+&@)96:&9;9)+6+44&i(.*/><&!

"  !"#$%&'#($)(*#+,#-.#$+?#.@.%.$6&#$4%+:&.6&%#+&3).=.>+C+:&a$(4+&$B&b$$4+=+>%&$6&%#+&_(6:&.6&'#96C#9.!

"  g#+&b$>+?&$s*.9>&@)96:&39C+&$6&E$(@96D&9&*(>%()+I$).+6%+:&4$*.9>&6+%;$)/&(4+:&@<&9&;+>>I+:(*9%+:D&()@96&3$3(>9%.$6!

How are the tastes of Chinese consumers evolving?

vs. Worldwide average: 4.1%

vs. Worldwide average: 1.5%

Share of Online Interest for Style & Price

Style of Greater Interest Than Price.

&J&E.C.%9>&F(?()<&G)$(3D&'H&! KM!

Why So Much Interest for Watch Styles?

Boom in Style-Related Searches

=! =!

G.B%&3()*#94+&39Y+)64&.6-(+6*+&4+9)*#&1$%.=9%.$64&%$;9):&1$)+&C+6+).*&96:&4%<>+I$).+6%+:&.6B$)19%.$6!!

H&1$)+&43+*.t*&.6%+)+4%&B$)&;9%*#&4%<>+4&.4&+?3)+44+:&$6*+&*$64(1+)4&#9=+&9**(1(>9%+:&4(s*.+6%&9;9)+6+44&$B&@)96:4!

F9*/&$B&>$*9>.A+:&;9%*#&1$:+>&691+4&>+9:4&%$&4%<>+4&@+.6C&4+9)*#+:&94&9&4(@4%.%(%+!!

!!!&!

!&

!

!&E+%9.>4&$6&"9C+&KQ!

\6%+)+4%+:&.6&#$;&%#+4+&.64.C#%4&*96&.139*%&9&@)96:x4&$6>.6+&19)/+%.6Cp&!

@?%1#&3%"'08'02"'A8&75A/0#2B".8&0C'D23-/'E?/&0"&7F!

Chinese Tastes Become More Sophisticated.

“Swiss-made brands carry a lot of cachet for Chinese consumers…In the past people bought a watch just to show off, but now they are learning more about the brands, and have their favorites and dream watches. People want to know the story behind each watch.”

Wall Street Journal, January 2012

&J&E.C.%9>&F(?()<&G)$(3D&'H&! KP!

Localization is Key. "  ")$1$%.6C&;9%*#&1$:+>4&96:&+:(*9%.6C&*$64(1+)4&.6&9&>$*9>><&)+>+=96%&;9<&.4&

6++:+:&.6&$):+)&%$&@(.>:&(3&9&%)(+&)+>9%.$64#.3&;.%#&%#+&8#.6+4+&19)/+%!!

"  H:93%.6C&%#+&3)$:(*%&$j+).6C&$)&39*/9C.6CD&@<&(6:+)4%96:.6C&>$*9>&3)+B+)+6*+4&.4&9&1(4%!

"  d1+C9x4&E+&e.>>+&1$:+>&#94&9*#.+=+:&+6$)1$(4&4(**+44&&.6&8#.690&\%4&:+>.*9%+><&%)964>9%+:&8#.6+4+&691+&1.C#%&9>4$&#9=+&@++6&$6+&.13$)%96%&*$6%).@(%$)0!

"  8#.6+4+&%)964>9%.$6&$B&E+&e.>>+&I&y蝶飞xD&;.%#&3)$6(6*.9%.$6&*>$4+&%$&%#+&$).C.69>&$6+&1+964&yU><.6C&@(Y+)-<x&.6&8#.6+4+D&96&+94<I%$I)+1+1@+)D&<+%&&+?%)+1+><&+>+C96%&691+&B$)&%#+&>$*9>&9(:.+6*+0!

"  u8$(3>+4&;9%*#+4v&$)&u>$=+)4&;9%*#+4Dv&9)+&9&3$3(>9)&C.B%&$3%.$6&B$)&;+::.6CD&966.=+)49).+4D&$)&e9>+6%.6+x4&E9<0&g#.4&.6*>(:+4&9&4+%&$B&%;$&19%*#.6C&;9%*#+4D&9&/,0$1$/#+00!

"  '$1+&@)96:4&#9=+&:+4.C6+:&+?i(.4.%+&39*/9C.6C&%$&B+9%()+&9&39.)&$B&*9)+B(>><&4+>+*%+:D&*$>$)&96:&4#93+I19%*#+:&;9%*#+40!d1+C9&'+9194%+)&

*$(3>+4&;9%*#+4!

Interested in More Information?

65 luxury watch brands

20 markets, including BRIC

1,500 popular models and collections

20+ international invited contributors

MN<O='PG'DP6M=6M@++D?&&"-0'10/0"'89'02"'7?Q?&F'4/0#2'3-5?10&F'3-'D23-/+!•  g$3&OW2QP&_)96:&b96/.6C&f=$>(%.$6&{Xa&KWXK&=40&Xa&KWXX|!•  U$*(4&$6&g$3&`$=+)4&N&'#9/+)4!•  E+196:&f=$>(%.$6&@<&`9.6&F(?()<&8$6C>$1+)9%+4!•  E+196:&f=$>(%.$6&@<&8#.6+4+&b+C.$6!•  f=$>(%.$6&$B&%#+&g$3&KW&`$4%&'+9)*#+:&`$:+>4&{Xa&KWXK&=40&Xa&KWXX|!

P?0788K'8-'02"'3-R?"-#"'89'#8-1?$"&'."&1."#03>"1+!•  f=$>(%.$6&$B&*$64(1+)&.6%+)+4%&B$)&43+*.t*&;9%*#&4%<>+4&N&3).*+&:+%9.>4&

{Xa&KWXK&=40&Xa&KWXX|!•  U$*(4&$6&4%<>+I)+>9%+:&4+9)*#+4&B$)&g$3&O&@)96:4&{Xa&KWXK|!•  \139*%&$B&>$*9>&691.6C&$6&@)96:&9;9)+6+44,&39)%.*(>9).%.+4&B$)&%#+&

a(@>$%&@)96:D&d1+C9&E+&e.>>+&96:&b$>+?&d<4%+)&"+)3+%(9>&*$>>+*%.$64!•  \139*%&$B&ge&3)$C)914&B$)&>(?()<&@)96:4,&g#+&8#96+>&&VXK&*94+!!N-/7FS3-H'%&/-5'."&98&$/-#"'8-'@8#3/7'T"53/+!•  _+6*#19)/.6C&KS&;9%*#&@)96:4&$6&'.69&[+.@$,&'.A+&$B&8$11(6.%<&=40&

f6C9C+1+6%&b9%+&{Xa&KWXK|!•  `$4%&f6C9C.6C&g$3.*4&$6&'.69&[+.@$,&U$*(4&$6&g$3&XW&@)96:4!!N.."-53QU''M2"'P-73-"'@#&?03-F'8>"&'O?Q?&F'A/0#2"1'/-5'V8>"&-$"-0'V3903-H'+

`$)+&.6B$)19%.$6&$6,&;;;0;$)>:;9%*#)+3$)%0*$123)+1.(1&&$)&*$6%9*%&(4&9%,&;$)>:;9%*#)+3$)%z:.C.%9>I>(?()<0*$1&&!

@?%1#&3%"'%"98&"'+W/-?/&F'X*L'()*('98&'02"'A8&75A/0#2B".8&0C'()*X''Y&"$3?$'=53038-'Z=[B'*\L;))]'/-5'&"#"3>"'02"'

7/0"10'D23-/'E?/&0"&7F'/1'/'%8-?1+

WorldWatchReport™ China Quarterly.

World Luxury Index™

World Luxury Index™

WorldWatchReport™

ABOUT.

&J&E.C.%9>&F(?()<&G)$(3D&'H&! KZ!

ABOUT.

www.digital-luxury.com

www.luxurysociety.com

[.%#&$s*+4&.6&L+;&w$)/D&G+6+=9D&'#96C#9.D&96:&E(@9.D&E.C.%9>&F(?()<&G)$(3&{EFG|&.4&%#+&t)4%&.6%+)69%.$69>&*$1396<&%$&3)$=.:+&>(?()<&.6:(4%)<&19)/+%&.6%+>>.C+6*+&96:&(4+&%#.4&4%)9%+C.*&=.+;3$.6%&%$&*)+9%+&96:&.13>+1+6%&:.C.%9>&19)/+%.6C&96:&*$11(6.*9%.$6&4%)9%+C.+4&B$)&>(?()<&@)96:40&!

F(?()<&'$*.+%<&.4&%#+&;$)>:}4&1$4%&.6-(+6%.9>&$6>.6+&*$11(6.%<&$B&%$3&>(?()<&+?+*(%.=+40&_94+:&.6&"9).4D&;.%#&1+1@+)4&.6&1$)+&%#96&XPW&*$(6%).+4D&F(?()<&'$*.+%<&.6B$)14&96:&*$66+*%4&8fd4D&1969C+)4D&r$()69>.4%4D&*$64(>%96%4D&:+4.C6+)4&96:&969><4%4&B)$1&9*)$44&%#+&>(?()<&.6:(4%)<0&!

www.europastar.com

"(@>.4#+:&;.%#$(%&9&@)+9/&4.6*+&XZKRD&f()$39&'%9)&#94&:+=+>$3+:&9&(6.i(+&)+9:+)4#.3&;.%#.6&%#+&.6%+)69%.$69>&;9%*#&*$11(6.%<0&f()$39&'%9)x4&19C9A.6+4&9)+&*.)*(>9%+:&@<&3+)4$69>&19.>&$=+)&%#+&t=+&*$6%.6+6%4&%$&1$)+&%#96&XQW&*$(6%).+4&96:&:+>.=+)+:&:.)+*%><&%$&%#+&:$$)4&$B&%#+&:+*.4.$6&19/+)4&.6&%#+&C>$@9>&;9%*#&.6:(4%)<0&!

CONTACT.

G78&"-0'<8-58?Q+a+9:&$B&'%)9%+C<&N&\6%+>>.C+6*+&!~$6:$(?z:.C.%9>I>(?()<0*$1&!

^23F?"'_=#28`'^28?+8#.69&E.C.%9>&")$r+*%&`969C+)!AA#$(z:.C.%9>I>(?()<0*$1&!

M/$/&'a839$/-+a+9:&$B&`9)/+%.6C&N&`+:.9&b+>9%.$64!%/$.B196z:.C.%9>I>(?()<0*$1&!

Y/%78'T/?&8-+G+6+)9>&`969C+)D&EFG&8#.69!319()$6z:.C.%9>I>(?()<0*$1&!

www.digital-luxury.com www.worldwatchreport.com

[email protected]

GfLfeH! Lf[&wdb�! 'aHLGaH\! El_H\!