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6th International Watchmakers Marketing Day
(IWMD).
Are there still some opportunities ?
This was the theme of the 6th International Watchmakers Marketing Day (IWMD). Around 200 participants joined this event at the Musée International d’Horlogerie in La Chaux-de-Fonds, the 5th of December 2002.
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IWMD is organised
by the Swiss Marketing Club (SMC), whose goal is to promote the importance of the marketing vision in the economic environment. This 6th watchmakers marketing event aimed to answer to questions such as : How to sell better ? Which product for which customer group? Are there still some opportunities allowing differentiation ?
The guest speakers analysed and developed answers by highlighting the new market environment where big players start to organise vertical integration, in production and also in distribution.
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3
main axes of IWMD
In the round table discussions
we tried to understand and
develop the mechanisms,
circumstances and situations
under which a customer buys.
‘’We do not sell a watch,
but symbols’’ said
Jean-François Michaud, shop
owner in Neuchatel. ‘’The
techniques of watchmakers
marketing become like the
luxury goods ones ’’ In
fact, who pays attention
where branded bags or shoes
are manufactured, as far as
it helps to symbolise the
status. |
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WebVideo
"News" (3 mn 30
sec.)
6th International Watchmakers Marketing Day (IWMD)
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The second axe was based on the values of a brand. Dr. Nicolas Babey, presented his methodology, B5 System, helping watchmakers and luxury goods companies to understand and evaluate the brand values they want to promote. How to implement and communicate the one we pretend to be ?
Finally the third axe was expressed by 4 new watchmakers presenting the new markets they are
addressing.
Mr. Cedric Johner, from Geneva expressed his passion in manufacturing completely hand made watches. This differentiates his creations from the other
players.
For Mrs. Cinette Robert from Dubey & Schaldenbrand located in Ponts de Martel, the cornerstone of the strategy is Quality and Customer Care.
The founder of blu-Source du Temps, Bernard Lederer wants to develop unconventional models by mixing technical innovations and the philosophical values of the time.
For Henri-René Meier from Joss Watches in Bienne, the opportunities are in the specific construction of his cases and also the original solutions he is bringing to female
customers.
The conclusion of discussions and presentations, was “ YES there are still opportunities” that one should be able to identify and then, develop solutions able to respond to existing or future needs of targeted customers.
The organisers of this 6th edition of
IWMD, consider having met their objectives: the number of participants, high level presentations and discussions, friendly and professional relations established during individual meetings.
http://www.marketinghorloger.ch
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