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also well i managed to government witness recently these the lose that isn't
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a total of with you haven't come all seats that uh coveralls
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a a victim not could not figure whose argument isn't three by
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a lot okay yeah look please don't there's just not you
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just uses digital mobile you could be the low on the mat out these excuses
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it to mow says well you know this is the the purpose there's it
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so so my uh with whom illusory dose wanna see below casual blue
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maybe you know people would tuesday good indicator is also true that it washed i
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get a call easy to properly cuckoo newspaper uh only let's choose posted it
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you do about the models so welcome all that's that's is that a swell it
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well similar to you uh less shawls they don't know the the coup
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will not to move in with people who couldn't t. off it
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you know usually look like her but she could grew just a
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little before muscles go to resort to policy to attack to
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just you know uh come a little too so shooting where you
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about this typical male than the worker usually don't let
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what i don't see look at what is it but who do mall able to
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do normal because opal newcastle to look close the loop she's market you know
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couple up to just go with no see you should see more of is we need preschool only proper show
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that who uh is he let it i guess you look lovely people on the streets to risk your
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that's useful mobile phones was marketing group uh we've overlooked we do get some all
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you visit who could choose to over one of those two as well
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with the ability to look at your video if you couldn't look to look good
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you we should we could make the yes you to to registers also through
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to like to to to do not get you are in middle school that
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works were becoming because you love won't prove was even more pal andy
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so all the demo uh the author was rooms you lose it really
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three euro when we use the phone with multiple controller formation directors good depicted
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the that you only learned through the streets marketing you the scripts
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probably a little too through but not really because only a newsreel priest your uh with the real normal mall
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at the resources don't on the dishes market to rhetorical ongoing forms of it look at u. t.
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look at israel to do when your mobile is it people for all this was well through searches positivism so well it's that would
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happen to the roots remodel dishes market through a question that you
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should do more it's a four wheel up and we're
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three what was your shoulders was your victory to upset because you could read it
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the font to cook when the time your digits or you risk your own the creep of
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to do so people you altogether the bits of consoles or like screaming shopper is crap
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you don't like that but i also like to do that we live performance
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your arbitrary loose you provide television uh pretty measured routine loser weirdo
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told us she is so uh i'm the power who probably more powerful
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leader is not on would even knew what once was those who
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you create also sort of a woo no nationals come up that republican for was the lack kept the how
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to do the l. c. develop put it right on through troop israel look platform what it was well
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the the the group people will but for the most she'll be possible the presentation
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really close to work on the radio that type of t. also does that really cool for almost
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oh a visit to just look at israel do brought up on the two
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hundred so it'll devalued useful more so to the the bastard can it's
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supposed to have a relationship ask us to do that by the way
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that you alluded to limited by does what it was remotes it
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one can it's all just a loaded question that people because there was no one else provision of the most it
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a lap so sure and she's it other ways you them look at polls one
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sure lev buildup shell or you will come up quite opposes to val
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except on a very cute remove business model over should use it about the typical it's well
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i with a banana purses books as well 'cause you'll have well it up wrong
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a little cousin also material on the books as work with possible success what war does that to you
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to subway problems will see you have it but if it to more robust than uh
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i will hold on the show miss you look or something but the
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c. i. a a national spicy prior load it to suit yeah
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oh that person to do that's also what is the the buzz these yep she on uh the
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button or other countries too modest to sit at this was it at parties to propose
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you expose which is that uh or the isn't that isn't that true love tablet i keep busy teapot on them and let their well i
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we don't really do it is to we're right through to to to try prophecy
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there should be put out but that was use it overcomes this room
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the button always good that it is a realty you use a though 'cause the actor to studio with
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this it was the the two more or triple knows you don't you you don't you don't know
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when i was you you're the full so the purpose that uh or
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or whatever so bugs on the levels colour use uh oh say
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a lot to do sit out on the this is the the thing is it true
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a news reader it's got my cool examiner was from you if you want your show so that's it
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it's you will look without the the monstrous then over about a
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file should remotes that puzzled israel requests for us it
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in the the mortgage opens up the a word used to turn to see again more but you're a practical
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who is he a lot but you need to the present foot two possible
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are that photograph pushes a discussion areas on the direct t. so it's
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on the periphery to is the parts of a female so it was to choose it but it also issues with them as a separate issue
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the visual appeal she uh when you don't use your remote so
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to place those are quite likely you see missus wells to control what should know
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is that to the where i close when you as a typical falls
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uh that's the issue to more polluted 'cause you although the one that's the preschool
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seems you to the uh um to propose the a lot people use
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that cripple that's because a visitor should occur represent us also so
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to so poor group we're we see the little button no only to do with
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the highly the do or uh do don't reveal copies the button though
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does it small note who do not look at it it'll it'll it to the rule is in north
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wales also you well it was will occur 'cause if you just it's a pop though that's there
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so we're more open disclosure seasick are only rarely will prove it
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was it would not social social it's important to to low
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'cause all the recorded you could be just lucinda is for put put a couple the whipple
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or whatever the coup versus rollover local i'm i'm properly
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with whom you'd multiple so come on them
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whatever 'cause you're if it you all do the grill on all clear for
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looted for those that are for walls or fail focused we're in
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the market orders are recording a a little over g. brown other good
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to say though lucius marketing which is still does that now
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i will also put hoover energy demo across the consoles the elephant
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assisted with the little 'cause we're to the it's true
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except for what we worked all we want them to fit protocols visitors yet but it's it's
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what
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although we'll we'll go do this you could
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yeah
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yeah
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all of this is the one i
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what's what's the deal or just is who is you uh
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but i don't go necessary most widely tattoos good evening everybody
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them thank you for the introduction and thank you obviously
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for the invitation it's a pleasure to be and it's great to see so many people in the audience
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yeah i'll take it as a sign that we're doing a good job with a marketing it
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would not be and and that's exactly what i would like to talk to about um
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i'll try to catch up a little bit the candle would walk and and talked about uh about um
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yeah what we've done on the brand in the past five to six years and to give a bit of the context
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you might have heard that there were recently finally again some
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good news for the switch swiss watch making industry
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uh and the month of march was the first month of growth for this
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was export industry in terms of value after twenty months of consecutive decline
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so the industry's really in a tough spot right now and you can see two thousand fifteen sixteen were
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really two years for for many reasons i won't go
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into detail political anti corruption laws in china
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terrorism threat your prices and so on and so
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uh too tough years um and hopefully the month of march not is the turning point and you can see this is an
00:09:44
estimate of a frontal bank who publishes this entering a research
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but hopefully this year will be at least the stabilisation
00:09:54
now what's interesting is a tool that would not be good basically followed
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this this trend you know the big boom again after the financial crisis in two thousand
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eight two thousand nine and for the trend up to two thousand fourteen but then
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we on the different or project trajectory and we have very all the fortunate and
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proud as well that and we've been able to grow significantly also two thousand fifteen and sixteen so since
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two years in containing this year we really outperforming the industry for i think
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many valuable reasons i'm i'm always you gonna focus on the reasons
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and that relate to the brand and to the marketing side but before i go into
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that just to check who is from the watch making industry in the room
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okay quite a few so let me change a presentation to the more confidential one now but uh
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okay so obviously a few people who watch making uh in the room
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i thought i'd start with a bit of an personal anecdotes or
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when i joined um will not begin two thousand eleven
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i as chief marketing officer and before that i'd spent thirteen years in proctor and gamble
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and um those who work in industry they're probably agree that watch making is a quite a
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close to still industry it's it's opening up but it is that it's a closed community
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and those were gonna watch making industry also no
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i'm probably there's a very famous gossip website
00:11:29
called does this multiple income so if you're in the industry you are always and does a small plant all the
00:11:35
like all the jazz music guile et cetera there's a regular updates and the latest gossip of who is hired and fired
00:11:42
and just before judge would not be gay on does a small to a very proud that made it on that um appeared
00:11:50
this post up there you go
00:11:55
so this is it is a small i translated in english and a famous manufacture all so
00:12:00
obviously in the rest of the articles was clear that it was or not you
00:12:04
is about records new marketing director the choices said of fallen on the top calibrate had from pampers
00:12:11
comment from the personal told us they must be in deep shit if they need an expert in diapers
00:12:17
so do things i actually had never worked on pampers actually i spent most the time kind of uh the
00:12:24
fragrances beauty care and okay the brand was not in deep shit that's and that's
00:12:31
the starting point and that's why i wanted to share this anecdote with you
00:12:34
and the brand certainly needed some work um soul going back to two thousand
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eleven um the brand really read it needed a brand when you and
00:12:44
to start with a very simple thing uh starting with the logo an overloaded logo that tries to say everything
00:12:50
uh and the brand by the time and again out will only
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show used to slide had really lost its its half
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the branded really lost its identity it had served on ten
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years of pool uh of the watch making industry
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but had engaged in a multitude of partnerships of sponsor rings had
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exploited so limited editions way too much and you know at the end of two thousand eleven sort of ten eleven this
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is was the picture just when you looked at the advertising
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all over the place no idea no identity from
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just weird stuff to just to watch still at all so many markets had even disconnected from switzerland
00:13:34
had their own website so the brand was really in a terrible state and this is obviously
00:13:38
this at the same time great challenge but also great moment to come into brand like that because
00:13:44
i guess at the brand was never in deep trouble the fundamentals are incredible and
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the company's incredible so you have all the material and to make it work
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and so i'm just gonna talk about five topics that we really focused on and still do today or we see in
00:14:02
bringing would not p. back to where it really belongs which is
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at the very top another history and that is mission
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its identity its rarity and it isn't if
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so starting with history and always you would not be is a
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hundred forty to your brand like many others was watch brands
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but there's some important aspects of the history that are there are quite unique in that also are very very important for
00:14:30
us as a branded you'll see that we really leverage them and in our communications afterwards so first of all
00:14:37
he on the very up stop left you see that as a like tissue and the valley do
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probably all know what i'm up in the drawer mountains this is the
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birthplace of what might be gate is also the cradle of
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complicated swiss watch making and this is for very specific and very interesting reason
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and actually the first settlers in this valley were
00:15:00
actually very independently minded people people who escaped
00:15:05
religious and and political persecution in france and came to settle in this area and
00:15:10
then in this area obviously they found in nature that was extremely harsh so
00:15:15
it's not anymore the case really but at the time the winters were extremely long extremely cold i
00:15:21
think average temperature over the year was four degrees and this is average i mean just imagine
00:15:27
and the resources were extremely scarce so people could not live on farming
00:15:33
you couldn't survive on farming alone and what did people have at their disposal they had action the ground that
00:15:38
was i run in the rocks that was rusted our new could extract there was a lot of wood
00:15:43
so you can make a fire to have for just and and and extract that aren't and
00:15:48
because when you are locked into a valley for eight months of the winter you
00:15:51
also had a lot of time on your hands and with these resources
00:15:57
people started developing a business in their homes in the farms that's what they were called base orgy
00:16:04
and this is how first a motel logical industry develop that then
00:16:08
obviously sought higher value higher value added this started specialise thing they were told in the farms
00:16:15
small parts and this is how watch making develop first uh
00:16:18
suppliers for brands engineer and then obviously the on brands
00:16:22
and this is actually the very specific symbiosis off man and nature in this valley that
00:16:29
created watch making and that eventually created would map yeah so those are our two founders reload mounted walk to get
00:16:36
that founded the branded eighteen seventy five there were both already descendants of watch makers it's just the two of them
00:16:43
founded the company eighteen seventy five they always look quite old uh on these pictures but you have to
00:16:49
imagine when they found the company there when they're young twenties so there was sort of the internet
00:16:57
startup entrepreneur was of their dane age um and from
00:17:02
the very beginning they focused on high complications
00:17:07
so the d. n. a. of the company from day one and this is actually before they
00:17:10
one was complications this is before they won because these are the school watches of
00:17:15
our two founders this is cool watch of your own mouth it's a perpetual calendar with
00:17:20
the quota minute repeater and the deadbeat seconds an extremely high complication multiple complication
00:17:27
this is a big is a school watch and and this is a complete or triple calendar
00:17:33
so from the beginning they were on the highest level of watch making and
00:17:37
this is something that obviously went through the history of the company i
00:17:40
just pick some very few highlights first minute repeater in a wrist watch great
00:17:46
about what might be a at the end of the nineteenth century
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uh made of twentieth century the first perpetual kinda calendar with sleep clear indication so just
00:17:56
a few highlights of many will force that the brain created and then something
00:18:01
changed really the trajectory of the of the company and of the bright this was another
00:18:06
extremely disruptive invention i and that is the warlock
00:18:11
and and this watch was created in nineteen seventy two in a context when first
00:18:16
of all all watches at the time were very small round and in gold
00:18:22
and second at this time the industry was in the full blown courts crisis so the
00:18:28
industry lost tens of thousands of jobs and everybody believed the future wasn't quartz watches
00:18:34
and at this time in this moment or not to get
00:18:37
launched this watch with a an extremely disruptive design
00:18:43
very big thirty nine millimetres in diameter the time this was very big at the time to
00:18:47
bigger what was maybe thirty six thirty seven max in diameter it was made in steel
00:18:53
which is never been used in in in in that in that level
00:18:56
watch making the steel was treated like a precious metal so polished
00:19:01
second finished a extremely complicated finishing an inside you always you had
00:19:06
another quartz movement but have very beautiful ultra flat manufacturer movement
00:19:12
so this was the world nineteen seventy two and then twenty years later again i'm a
00:19:17
breakthrough innovation the first kind of oversized performance plots watch the warlock off shore
00:19:24
again copied many times but ninety ninety three would not be a lost this watch
00:19:31
and the last example just to give you a um an idea of how this continues last
00:19:36
year we presented this new model which is not just a beautiful open worked a
00:19:41
skeleton iced or log but it is also an invention it has a double balance we'll
00:19:46
still yes this wheel on the left for those another watch making industry that
00:19:51
cuts the time not that give the rhythm and there's actually two on top of each other also well first and created but would not be so
00:19:59
this is the history in a super fast forward and today we are still basically was to
00:20:06
my office is actually in this building um we um have
00:20:10
a around one thousand five hundred um employees worldwide
00:20:15
and we're privately owned company obviously so we don't disclose exact figures but in two thousand sixteen we
00:20:20
almost hit nine hundred million swiss francs in turn over and and we produce forty thousand watches
00:20:28
so this is a quick overview now how does this relate to mission so history is not just
00:20:34
longevity and that's the big difference history for brand like would not be is really about
00:20:41
the idea and the the desire to make history and to leave a mark
00:20:47
and this is really where we talk about mission and i already said
00:20:53
we are privately owned company we have an extremely um a unique situation that with the last
00:21:00
watch making brand on this level that is still on by the founding families so
00:21:04
do you see on the left but i'm just mean would now who is
00:21:07
the president of our board of directors and she's the fourth generation of
00:21:12
all my family and on the right is only about was the vice chairman the board of director what actually comes from the p. family
00:21:20
i won't go into the details with the names but uh just leave me that and so
00:21:27
we still family owned we still owned by the founding families and this means that we have an extremely strong
00:21:33
moot in the nation of the company in the history of the company and in the value and the mission that we have
00:21:40
as a company is very simple it is to preserve and develop the highest art of watch making in this place
00:21:48
and i'm not um and as you and i would often say the company doesn't
00:21:52
belong to us the company belongs to the watch makers in the valley
00:21:56
and that is an as you see later an extremely powerful and
00:21:59
authentic and mission in today's time and is also extremely
00:22:04
strong
00:22:06
kind of guidance for the company out of this comes everything out of this comes the fact
00:22:10
that we still a lot less we we don't you know we could put marketing uh
00:22:14
so like what would be much easier you don't have to drive one hour like i would a bad it makes the difference so this is my mission
00:22:22
is so important and it builds on the history and it's a big bases for everything we do today
00:22:28
and then mission obviously is translated into identity and this was an
00:22:31
important step and clarify again what is the brand stand for
00:22:36
and and it's really a flow out of out of that out of that sequence here
00:22:41
and one important point to say is
00:22:44
obviously in fast moving consumer goods you start with who you start with understanding who is your target group
00:22:53
and based on that you try to
00:22:55
shape the brand and offering and you bring it to him and um
00:23:01
in a lecture re uh what i would call in in kind of a level of
00:23:06
brands that focus on excellent it is really upside down and that's really important
00:23:11
it starts with the what as a brand like would not be you need to
00:23:15
start with you identity you need to look look deep inside the brand
00:23:20
understand what i your true values what is your at uni convictions what is your position
00:23:25
and then you simply need to translate this will execute is in the strongest way possible
00:23:31
and you who your your customers as simply a result of this and and this
00:23:37
is really an intellectually strategy always in this is something that we really did
00:23:42
and and it gives you three points i mean there's a a famous a manager was making you always
00:23:48
says three words first unique different first in a different you know and talked and laughed maybe um
00:23:55
unique is important um but also authenticity is important and
00:24:00
relevance is important and our great strength is that
00:24:04
as obvious scene based on history based emission our identities truly authentic
00:24:10
and it's also relevant because people today relate to a brand like this into
00:24:14
relates to a true story like this so our identity is very simple
00:24:20
as you can see is rooted in the history we represent the spirit of independence
00:24:24
in fine watch making if you want and we have four pillars that we
00:24:28
communicate that would based a base all our communication
00:24:31
one is our origins obviously family in place
00:24:36
second is artistry this is the several fallon watch making which would be a point of parity for most brands
00:24:43
for at one is important and also very different because we have family
00:24:47
company when not a big group we off company that if you
00:24:50
get involved in the company you will have a actually a very unique
00:24:53
and very close relationship with the company you can and will
00:24:57
me just mean only v. you need you know people from the company and we're not
00:25:02
and stand off ish does stand it is a real family feeling in
00:25:06
the company and the clients are included in it so that's why
00:25:09
extremely relationships is really part of identity and last but not least
00:25:14
we're forward thinking and this does not stop because everybody talks about tradition
00:25:19
and innovation you know every other slogan is is about that
00:25:23
and it was the common history of swiss watch making industry but
00:25:28
fast forward thinking does not stop only at product and the technology innovation
00:25:33
it goes beyond and also have the brand continues i'm sorry communicates
00:25:38
so if you wanna be forward thinking you have the most innovative products you cannot stop
00:25:43
and have not an innovative movie too short or very forward thinking movie you need to use
00:25:51
the contemporary language to reach today's audiences even if you
00:25:55
watch is still made by watch maker by unique
00:25:58
watch make i would take six months to build the piece so this is in short um
00:26:03
the identity and just a word of independence again based on history and mission
00:26:08
this is an extremely strong rallying cry for the company we really
00:26:14
believe and feel and it's quite motivating that we are the last ones little
00:26:19
standing surrounded by the big multinationals i'm exaggerating but it's a strong
00:26:25
value for the coach of the company with the last independent little village
00:26:29
up there um so the spirit of independence is extremely strong
00:26:34
origins i mention that talk about how we translated this artistry again fast
00:26:39
i think also what's important different is it's not just watch making prowess and several fat
00:26:45
it is also the design angle which for us is quite important and unique
00:26:51
relationships that talked about um obviously from the
00:26:55
most incredible events but the most
00:26:59
important element and moment in the relationship of outlined with would not be get
00:27:04
is when you can sort of wants to it's the ultimate pilgrimage
00:27:09
when people come to look once you and they obviously get a visit of the museum i get a visit
00:27:13
of the factory i get to meet the people and they really come to the source so this is
00:27:18
an important part of this relationship and i mention forward thinking he you can see this is
00:27:22
a booth we did for the brand uh at our boss affair again it tells
00:27:29
our history you know this refers to the rocks i mention the beginning so the the source
00:27:35
of watch making in the valley and but obviously it's an extremely contemporary translation of this
00:27:43
and that's not only is this identity we also translated it in a creative way into an idea communication idea
00:27:50
this is and maybe you've seen it to break the rules you must first mass of them which is
00:27:55
a great 'cause entity because it talks about you know you need to be masses first
00:27:59
and you need to have this heritage and history before you can have the right
00:28:04
to go further and be truly innovative and daring and
00:28:09
in theory that's at least the wishful thinking but for now it's working it obviously
00:28:14
put this in any place because there's the brands that are only masters
00:28:18
but they don't there to go further but there's many that have the similar mastery so those are the traditionalist if
00:28:24
you want and then on the other hand as the people i only break the rules but they don't have
00:28:30
this history and they don't have the capacity in house to build dies complication so those are the impostors
00:28:36
and with a unique once and only once and so that's the communication theory
00:28:43
then we can so the first one rarity
00:28:47
obviously extremely important and actually and again i think you two are unique
00:28:51
situation as an independently old and family owned company we actually
00:28:56
and have reached our maximum capacity already by the end of two thousand fifteen
00:29:02
so we produce forty thousand watches
00:29:05
the manufacturer that we have and the capacity we have does not allow us
00:29:09
to go beyond um and we have decided was a very important
00:29:14
choices in the current context of overcapacity is extremely powerful to not expand
00:29:19
our capacity for at least the next three to five years
00:29:23
we think long term midterm longterm yes we can do more for the brand and probably all but
00:29:29
for now for three to five years we will not expand our capacity it's not the time
00:29:33
and we don't have to deliver quarterly results we don't have
00:29:36
to show quarterly growth to the stock market and that's
00:29:41
extreme position of power that we limit ourselves to forty thousand watches and in two thousand sixteen we grew from
00:29:48
a little bit over eight hundred million to almost nine hundred with
00:29:52
the same volume so it's all based on defending our value
00:29:58
up selling so selling more complications bringing the brand back where
00:30:01
it belongs and obviously shifting business from wholesale to retail
00:30:07
and this is still delivering a strong growth any other element of rarity i want to touch on is is
00:30:14
the perceived rarity text passivity and this is also extremely important from us for us
00:30:20
how you act as a lecture brand to be yes you know we have family owned we have this relationship element
00:30:28
we're not arrogant we're not a glamorous brand from paris with from the television when we
00:30:32
know it so well authentic that you actually brand it can't be too accessible
00:30:39
and it shouldn't and there's a very provocative quote i quite like
00:30:44
by this gentleman who knows a little bit about lecture is well most likely band owners
00:30:48
make a fundamental mistake they believe the task is to get consumers into the brand
00:30:53
the wrong key task is to keep consumers out
00:30:58
obviously he's exaggerating to make a point but how to play this
00:31:03
balance between being open bats aspiration all and not just you know
00:31:10
even on social media not show you some examples even also show me that you need to look the part
00:31:16
uh and that's an important part as well for us to always be aspiration
00:31:21
all and this is for example one of the reasons why we decided
00:31:24
to really slowly gradually move out of ambassadors and to not
00:31:30
show our customer almost the mirror our customers are extremely successful people in their
00:31:34
field they don't they don't need to start to look up to
00:31:38
um so there's many elements to that to to also create
00:31:42
this extensive eating this aspiration um for the brunt
00:31:49
and last but not least myth is also important point for us then
00:31:55
and there's a sort of pyramid of of a higher values or ways of communicating that obviously
00:32:01
in mass marketing would start with function you buy a product that does the job
00:32:06
that also mass marketing started to bring in the motions love brands
00:32:11
you know even mcdonalds is the laughter and i'm loving it
00:32:14
but the love affairs quite short it's uh you uh it the bar guides finished i think
00:32:18
then people wanted to expand the relationship and drive deeper engagement so you went to storytelling
00:32:25
um and to the next level and this is where uh we're playing and we're trying to establish
00:32:32
uh i knew narrative is really nice and missus
00:32:35
justin even more powerful way of storytelling using
00:32:40
certain techniques in in in storytelling and reaching beyond making the brand legendary
00:32:46
enshrined in the brand in stories and myths and tales and legends
00:32:51
that make the brand something that is beyond emotional beyond story
00:32:55
almost something spiritual and physical uh and philosophical and
00:33:00
the main uh area obviously we started should translate this is these pictures
00:33:05
which is basically our brand well the now um main uh mm campaign look if you want is a pictures shot
00:33:12
by a contemporary land sakes get product or photographer had animals
00:33:16
was and it really captures both the story in
00:33:19
the valley but in an extremely powerful the mystical way in that the copy here is basically the
00:33:25
the story of the value of the brand in a very short version and uh this
00:33:30
is really our and storytelling in our brand world an outlook that we've created
00:33:37
um across collections and and to show you a little bit how
00:33:42
we try to combine this may if with watch making
00:33:48
and with beauty i have a little film which is the film uh for
00:33:51
the collection we launched last year which was uh the warlock yellow gold
00:33:57
um
00:34:24
mm mm rue
00:34:55
or
00:35:17
ah
00:35:24
yeah
00:35:32
uh_huh
00:35:34
so this is a little glimpse on a on a a part of the campaign
00:35:38
and to finish i just would like to show you a few other
00:35:42
executions across different touch point to give you a bit of a feeling how
00:35:45
we expanded this across um across the customer journey if you want
00:35:52
so we've seen that you've seen the campaign obviously extremely important was in another in major drive as
00:35:58
i said before of of our growth shifting business for most it to reveal and and
00:36:03
following this whole concept we developed a completely new retail concept
00:36:07
that we started rolling out in two thousand thirteen just finished rolling out in yeah about a year and a half ago
00:36:14
and is a few pictures it is again based on the same identity it is a contemporary interpretation of
00:36:19
the valley do so you will find the materials when you going on the big screen there's no
00:36:25
yes no uh event a sponsoring star movies no
00:36:29
that's only brand identity visuals beautiful films
00:36:33
uh in this style obvious you have other watch making content but this is really the translation of this identity
00:36:39
into the retail concept and we have now around just over fifty boutiques worldwide
00:36:46
um and that is the idea of how this idea this experience in trade is translated and again probably see
00:36:53
very contemporary in design so again the experience in the feeding get of the brands and ancient history
00:37:00
that's a super contemporary outlook and spirit
00:37:06
obviously digital is key as well and we are all the social media
00:37:09
again we play with certain strategies we started instead graham about just
00:37:15
over three years ago from scratch we made a choice to focus
00:37:19
instead graham exclusively on artistry so one pill of the brand
00:37:25
i don't know in so graham channel you have only beautiful the two rated pictures of our
00:37:31
watch making art obviously now you also have movies and within three as we have now over one
00:37:36
point two million followers never any investment into the account so it shows you the power
00:37:42
obviously of the brand but also of of focused strategy on digital media on the rights or is already running
00:37:49
another campaign we did last year for the launch of the perpetual calendar that
00:37:55
basically played last year was a leap year so you had a very
00:37:58
special day on which certain pieces in the perpetual calendar movement
00:38:03
moved and they only do these movements once every four years every leap year and around
00:38:08
this was the whole idea across social media that leveraged each platform to it's unique
00:38:14
purpose of for example to it uh it's all about news uh current you
00:38:19
saw today you have to tweak every hour of this very specially payday
00:38:23
and so on and then this campaign one uh one awarded a lot lot were lecture was last year um
00:38:32
so i i face but also with all the social media um and in the industry
00:38:38
why not the biggest but we have by far the highest engagement rates and
00:38:42
this is again exactly what we're looking for it's quality not quantity
00:38:48
and he is the film yeah sorry for the perpetual calendars well
00:40:03
mm kay so just a thing to more
00:40:08
examples um i mentioned before that we
00:40:12
a phasing out of official ambassadors and this was also very important choice for us
00:40:18
because we believe a brand on the level of would not be a
00:40:23
mm shouldn't borrow interest it should be interesting we have enough uh
00:40:29
to talk about we have enough things to share we don't need endorsement and the
00:40:34
brand on this level should have the confidence and the stature to not
00:40:40
depend on crutches to reach out um on the other hand we needed a platform
00:40:46
that enables us to really present the brent i'm to the right audience and in the right context and this is
00:40:53
why since two thousand thirteen we really opened the new
00:40:56
global sponsorship platform it's more partnership because we are
00:41:00
an exhibitor at about a globally so we travel without bottle around the three global fairs
00:41:07
hong kong about the miami beach and it is
00:41:10
a place where a weekend simply run exhibitions
00:41:16
we showcase our art of watch making in the context of
00:41:20
creativity cultures sophistication and and obviously too highly
00:41:25
affluent audience which is highly interested in
00:41:28
in in this um so this was a major step in terms of our
00:41:33
sponsorship partnership strategy and an extremely successful in terms of how it is unable to
00:41:40
talk again about the you know hundred forty two years of history and if you have a perpetual calendar
00:41:47
you know you can't this is this is not gonna work with an athlete and
00:41:52
if you want to rebuild your business in high complications perpetual calendars minute repeaters
00:41:57
you need this kind of context to bring this to life and this is exactly what about it as far as um
00:42:05
this is the kind of uh exhibitions obviously our watches and our heritage
00:42:10
an hour craftsmen should use a watch maker benches hide the centre
00:42:15
but it is presented in the context that is forward thinking that it's innovative
00:42:19
that it's creative and these are the type of exhibitions we run there
00:42:23
we also obviously engage artists and support artist but in
00:42:27
a very specific way um we don't just
00:42:31
support our to contemporary art in general we invite artists to actually
00:42:36
reflect on our topics and that's i think a crucial difference so if we invite artist to do work about
00:42:42
one hour origins so the valid issue this is how our
00:42:45
whole advertising campaign uh came to life and we invite
00:42:50
artists in the context of unofficial annual art commission to
00:42:53
do work around the themes of complexity and precision
00:42:58
so then we invite art is to basically portray us and this is a
00:43:04
very neat dialogue on it helps us really focus what we do
00:43:07
and make it's something interesting for both sides and just to give an example this
00:43:13
is the installation and uh extract from the movie of a chinese artist
00:43:17
um who did the last uh would not be our commission two thousand sixteen
00:43:23
and all the artists actually have to come to last you again it is absolutely key that they
00:43:28
come to that was really spend some time there they'll absolutely fascinated by the surroundings the history
00:43:34
the manufacturer and then the absolutely free to create and soon should not chinese artist
00:43:39
credit actually an animated movie made out of wood cuts so would cut is a plate
00:43:44
carved into word and i think for one second of movie he needs nine plates
00:43:49
you can do the math what he did uh obviously was a huge
00:43:52
studio of workers would cost all these plates and without us
00:43:56
obviously asking for it actually big part of this very surreal and that movie includes actually seen
00:44:03
rees from the bus you so he is again our office building in this heart piece
00:44:09
and the very last example in terms of touch with them ashore is always see um
00:44:15
maybe a great example of where it all comes together last year we created and i knew brand exhibition
00:44:23
the largest we've ever done with over two hundred watches and show and it's simply call to break the rules
00:44:28
must first master then we permitted at the use museum in shanghai it's an exhibition that will travel
00:44:34
um and again it is extremely and
00:44:39
yeah consistent with this fellow from history to mission to identity
00:44:44
and this is a few impressions also in a film on this
00:44:47
exhibition where you see all those elements come together to hum
00:44:56
or
00:44:58
or
00:45:01
yeah
00:45:45
um we are right so
00:45:54
basically this is a a short uh view onto our yeah on
00:45:58
on uh our strategy and what we did of the
00:46:01
last five to six years to sum it up i we really think there's a new language in contemporary luxury
00:46:08
and obviously uh will focus on the left talking about value not volume obviously and with a rarity
00:46:15
um kept that we have in place um it's pretty clear i also does about focusing deaf
00:46:22
not stretches service so for example we will i used to i hope never do anything else but watches
00:46:30
so if you want to be at the very top of your
00:46:33
category you should focus and watches the never do a perfume
00:46:38
uh something else uh we are as specialised brand i think if you look at the
00:46:43
key key brands this is what they've succeeded to do and we it's about
00:46:46
focus in depth it's about a relationship between craftsman aquinas was not
00:46:51
a trans actual business a relationship it's about obviously the fun knowing not
00:46:55
showing we want to take our customers on a journey of discovery
00:47:01
and it shouldn't be too easy actually um you know understanding the brand they need to be
00:47:06
surprises we open doors and they discover more new come into the brand and you
00:47:10
gradually discover more and last but not least obviously it's about
00:47:15
standing for your unique identity and not being everywhere
00:47:21
not loving everything will have certain things and you need to be poll rising
00:47:27
because don't forget we are extremely nice brand with forty thousand watches
00:47:32
you know we uh it's two to three percent of the total uh
00:47:36
market so it's an extremely small market share and it is absolutely crucial
00:47:41
that you stand for something very paul rising and we prefer to
00:47:44
have forty thousand people who passionately love what we believe in
00:47:50
and the rest you know we don't need to please the most common denominator
00:47:57
and that's that is an outlook uh again example right now
00:48:01
it's in construction and again it's it's summarise this this
00:48:06
you need balance between mastering breaking the rules between history and forward
00:48:11
thinking this is a rendering of the new museum we currently
00:48:15
building in the what's true so we've always or since many years had a private museum it's currently in the building
00:48:22
yeah you see on the right which is the original family home of the
00:48:26
well my family and we actually building an extension to the museum
00:48:31
and again this building will be only dedicated to the history if you want and
00:48:35
our artistry and the past because it's a museum but it is absolutely
00:48:40
looking to the future in terms of concept terms of design and and in
00:48:45
terms of at the end of the day the message of the bread
00:48:49
thank you very much i am very out probably because i caught up the catalogue ah
00:49:02
this all the valves also for says three just so you to one up on
00:49:06
the opposite you have a personal 'cause she will come adequate humid uh_huh
00:49:14
just will do so we look at the wheel hustler them is will have three
00:49:19
supposed to probably just choose to the pope of the fun he has little slip up on yeah
00:49:27
misty
00:49:31
yeah
00:49:33
most honest people would present a solution just could own little position little t. t. usually ensue
00:49:40
keys are just also ceased nudist unit is open to to us uh um we see some trouble but i
00:49:46
was top of topple i puddles you you don't eat enough don't just looks it has a bottle
00:49:51
mister beckett controls scroll polls the vomit uh on eval
00:49:55
dolls when you don't you didn't ask your formal
00:49:59
uh what i just forgot he's produced surely right is x. the principle that mark don't say on actually um point of
00:50:06
parity missy back axle compliments on that so you don't you don't you didn't ask you to to miss it 'cause all uh it's impossible
00:50:15
what about you were not a good christian we
00:50:21
uh_huh
00:50:28
also messy pull all the sites bleach example doesn't let 'em scene and says of the
00:50:33
others will do little seed on the market in g. ten ten q. already uh_huh
00:50:41
those laws releases book as a it does create all the time i d. to initial
00:50:46
position less is more the d. v. d. plus to it's it's obviously new she's
00:50:53
no known cure on a common was it was wonderful to start your affair is a sample i'm portal
00:50:59
you produce you pull a pledge easy but what i'm i'm not a not a c. b.
00:51:05
local fit to so seasick like your example in so graham if it's you monster our knees or
00:51:11
uh president suppose cavities montage on their uh and this to you don't
00:51:16
know who posed to pull pull hash the whole crew to define
00:51:19
thanks to develop more in the inquest has done on any could mess you know
00:51:22
off apps remote to side digital ad social ads problematic on just real
00:51:36
he stops toots militant plays into this little episode dozens of the
00:51:40
top like these tools blues and then you do the mold
00:51:45
that isn't the connected uh not connected this is the question
00:51:50
exact double don't care about most yourself levels the metal or pause got them
00:51:57
sure it's go hop resulting mortal totally un model not to get
00:52:03
civil ham article shows the complete medicinal knock a um
00:52:08
pulling also work well companies are excited just gonna norfolk over got the knack
00:52:14
well i'm on oh that guy me this on but i've um i think the backside euro task of
00:52:20
was etched in malta a little dollars we've um all pole that is all corporate money found true
00:52:26
in malta connected owns one about apple uh uh scroll on of you have all
00:52:31
not really to see on a put the functional lash divorce most pop up last go
00:52:37
so would you guys planned emotional with ashley basket socratic suffer plant click
00:52:42
simple uh functional coverage d. a. in mortal totally will you would actually
00:52:48
to double bass coven
00:52:51
it was in a look of was that mailer to have like he aided
00:52:54
all of which have infested at some point i make any cruise it's
00:52:58
a question it but i would suggest exceed that steve i'm all a merger come back to draw on these all
00:53:03
a sick i'm uh i'm is always have a lot done a flat screen a cat cat
00:53:09
size issue neural net was it because i'm a lot lot for susan it out with the tableau
00:53:16
for by leftist solemnly or was it the whole betsy sat out a chemical knock the boss
00:53:24
paul sat door uh old gamma of at most you collect records about the when you know just talk of fruit
00:53:31
that that's all basketball some on his hat to dental clinic to which posts a remote uh on russia she
00:53:40
the shows where the show was a man the usual much required quicker
00:53:45
says kind huge just talk off three is cassettes savage even yeah level down
00:53:51
i'm pretty well medals you collected no bicycle might appeal
00:53:57
you deal going to establish huh number seven on
00:54:02
june middle english to bleep s. hasn't it than it is today cap apple about uh oh my design
00:54:10
um the turkey study kenya left has something to cotton part and the the the relaxed as a
00:54:16
sounds sounds on the net yeah you on down to the visibility not on the shopping experience
00:54:22
i just see tools a snail yes it's just ask you to squeeze lost almost sassy on this and then
00:54:28
in italy you should still do the shopping experience to analysis
00:54:33
as it haven't is joe or a a force was a course was gone our just opened it'd be don't see vegetables cannot too
00:54:41
canonical set t. a. i. c. d. fell down and used females because they are not
00:54:45
have partially retailing into shopping experience says i cannot tell call flannel crayon pair
00:54:52
um uh in many other fat when i caveman wonderful is the offsetting get some calls
00:54:57
oppose all colour that's true for probably could more fat part are the good old
00:55:02
uh_huh so not really big on retail launch a on a camel's uh we're able
00:55:07
to contact but that he uh you know all the details also mall
00:55:12
a penalty i don't all c. take a course was gonna but you to
00:55:15
try to have a complete is if i'm also another peek at cycle
00:55:20
go now see competing four fifths oddball cooper's the the fuckers
00:55:24
doc say um well on the alternate heavy so scion upstream all not
00:55:29
lost on those you create in sort of sing at your unique
00:55:34
would not be a i don't recall set actually on a d. j. c. them at home plus others was by example that till we
00:55:41
well i would think about to look at the design is i imac
00:55:46
uh at all on that note also let the tool long orgy assault
00:55:52
doc
00:55:53
cohn was i don't i would seek to leak morris about two on your classmate was that it was that they that dwell for ontology
00:56:01
chip articulate yet but okay cepstral yet but the well our reason desk whistle tamper
00:56:08
don't movies all tie up all my contacts is also at a low energy
00:56:12
aquarius really i know a bit up the vault yep i receive a lounge you know what i call them the
00:56:18
shadow design was see the list that's uh is he did
00:56:22
a whole other subgroup recorded yeah civil to casual
00:56:26
a past college off at expel see it 'cause i yeah but miss it park well shoes cool
00:56:32
well well who team you comp optimal shopping experience don't on it as we've
00:56:42
the c. and c. d. c. t. s. u. folks anything on site focused security key
00:56:49
that's curious you see when you would likely need guess you'll excuse at the okay mounted him again there's
00:56:55
also i'm thinking hey come up with one high sense e. g. no no don't uh off at
00:57:01
remote little visit go shove you could or oh doh sector has two volume that plot shows i've done an easy
00:57:09
a i'm sure boss a diverse supposed to but i don't study
00:57:15
basket offsets the facial j. also g. one g. uh
00:57:20
for example normal is this excel yeah i'm going to to to put you
00:57:24
could show like signals it's time for tuesday to support me doc
00:57:28
just your c. so badly males alleges that right and fees y'all a cloud
00:57:34
is a postscript youthful i want a man a posh pull up that
00:57:38
that that like um you can still come all i live with
00:57:41
uh done is uh templates on that i mail multitude pony panel
00:57:45
nay a cat if you put it back to me after
00:57:47
a lot when you would you feel making for the f. e. two said what was your class when you wanna
00:57:53
a um dongle set in just people have like say a us when you
00:57:57
were a um twice employing desertion also nice it it was the uh
00:58:03
with the on yeah an evil you what i don't cannot put to extend an
00:58:07
easy got that and i don't know just you know if you didn't know
00:58:14
yeah and it's once it gets why does it and all that was no no no no
00:58:19
i just don't know apple a little bit use any static is
00:58:22
asked system we uh uh that could be wheels until
00:58:27
it is nineteen isn't isn't below mono men don't visit next
00:58:31
in a plastic gun instead and beat goodness said
00:58:34
a damn good might come design any mitzi yeah yeah dishes it on t. i. don't know about that is that
00:58:41
is obviously viva again you have it all you'll note gets is out there a cell is all about i'll
00:58:48
really that's real it was a tough as all i'm back all those 'cause
00:58:52
revival uh view as onto user boss of a commemorative alice deja um
00:58:59
i'll tell i patted just ah no clues you ongoing five or
00:59:03
more all yeah like nautical has a lack on on on
00:59:06
off else was it today on n. shows what i should take longer to uh puerto music over poland asian title
00:59:14
um don't dish right yep last um what us when you would look at that
00:59:19
uh peaks it i don't want it bad also can allow a piece of gum overgrown
00:59:24
eh excessive or marble top on the design of it was true is
00:59:28
why a flashpoint exact cautions only the fucking good little part
00:59:32
posted by inches joan normal not only to asia form of you grow these two uh
00:59:39
cohn uh the uh the the meat when ah come to a long gone all civil war to his
00:59:46
artist it was always have this like it's like all gonna have a week them aloud that east
00:59:51
and see how market controls healy fascinated isn't as inaudible in all of well fed
00:59:58
lay the the uh deserve what can actually also all i'm known
01:00:02
it up operate out on cannot but he's on his shoulder
01:00:05
crane corporate collection no cockroaches comes off it's a laptop either that's
01:00:09
just my prejudices or what cannot it the ah okay
01:00:13
not or cannot come stories again e. d. p. without the
01:00:16
ashley by the critics simply because of adult dog um
01:00:22
but that we see just what was you political to not least well myself stuff then you will be uh some men uh
01:00:28
a little point go for capital by example of how model sherlock
01:00:32
a colour conversion uh met kind of teased your remote
01:00:37
skis effect 'cause of all askew uh all point you know s. f. i. c. c. v. don't
01:00:41
measures to malta glasgow sustenance reported of it did not gonna see knows that is all
01:00:48
i think normal it is that is that because of like you see on dialogue uh oh menu will will move up
01:00:55
a a home uh uh no like the story raps on
01:00:58
the cattle it's uh uh some but not custody
01:01:02
posted below poverty visitors open local to the leftist your little
01:01:06
'cause you have the the triple b. that's another one
01:01:11
that's why i compare it had on there as well in case you know
01:01:16
by not getting it is quite easy test is the best yeah they can write
01:01:19
down monthly i joe every do exactly so when have humans nash nash
01:01:25
yeah well bad yeah the methodology it happens every d. c. it does i mean it was rainy
01:01:31
see quite as kind visual time count at all along just them
01:01:34
online could actually was ready um uh on l. c.
01:01:38
p. luigi city type us off at the well that uh then it said then is it a diamond outrage
01:01:44
um most of the diamond few really i've also the diamond park don't well that's at the top yes a porno at all
01:01:51
see the multitude that was very upset but naturally on going for uh what was
01:01:55
the point of focus and that on off at corporate my attitude actually
01:02:01
a lot of his uh or is it all says operas of appease us all six uh is uh some more to go but uh
01:02:07
for as the causal place your soul mate is older than separate conceded multitude really
01:02:12
don't get get basketball a bunny to see the amount yeah i'm all
01:02:16
and missus still too and make our product was several fat don't naturally plus going
01:02:21
s.'s act is all know as all is see a a say on
01:02:27
multiple she for f. l. c. d. s. l. type a. t. c. into the p. s. check
01:02:31
any missy i'm barely caught the vital to several found on a jury cannot comment to rule
01:02:37
uh with some of the manufacturer rebates informal the the visibility pop awesome
01:02:43
just not plastic frequent on the slide then yes
01:02:49
we seem to love isn't isn't known and the other computer presume on the old don't see cassie neat
01:02:54
a skit can maybe an an assistant we untie still you could you must say it's you you don't can yes that's nice
01:03:02
well should backup is uh definitely still it's nice
01:03:07
i i i ah i don't know when we um pepper
01:03:15
don't come one file will or quark on an occurs said well then you know the
01:03:20
like eighty dilemma don't buys all people on this site but you to do
01:03:25
for but apology by example in actually specific and made us feel all
01:03:29
very few d. c. on is horrible for the local fat
01:03:33
common could cure 'cause 'cause it to the magic sit down at uh but uh but 'cause we will mail
01:03:39
or doubts yes still fat the feedback it was it if not official now
01:03:44
novel pool cake because was all all functional though you need to do
01:03:53
oh no problem
01:04:03
does what it does do tentatively pool will continue to destroy a peaceful too
01:04:08
the only those with disabilities so to to to to know
01:04:20
uh_huh uh_huh yeah
01:04:25
otherwise yeah and all the time goes by file fact yellow brown building now are much polls enable
01:04:31
computers don't doesn't branding like construction mark pretty marketing
01:04:36
was only applies capital grass i'll come down
01:04:40
i know or whatever i found brand building with the marketing also that you that you know
01:04:51
but at times or a i think last into the thing yeah the phone automatic it's gonna happen
01:04:57
not some you don't eat the peanut honduras the up and up to the point contact
01:05:03
i can can ah consummate oh can you all can put on santa
01:05:08
uh what i'll contact that's uh not somebody who are very much
01:05:19
i know you can sample telemarketing problematic uh rips
01:05:24
would would only come with no yeah ripples
01:05:27
we did it on a national trouble control rescue hast
01:05:32
came on and said to communicate with no that's good will it would be a matter

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