to make the buzz hublot is going with the new york giants
Post on 24-Jan-2017
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A Two Week Snapshotof What’s Trending
in the Luxury Watch Industry
20 September 2016 - 03 October 2016
The mechanical watch is a wonderful instrument and the guardian of craftsmanship
and creativity.
Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise
into the world through our four missionsto inform, train, recognise and organise.
Since 2005, we have promoted valuesof excellence and tradition within
an organisation that has the supportof numerous brands.
In this series of trend reportswe aim to discover which stories,
pieces of news and industry developmentsin the world of haute horology gain
the most amount of traction in the digitalsphere - uncovering why these trends
are important to the industry.
Every two weeks we’ll be diving intothe world of digital conversations to discover,
what’s trending.
TRENDING TOPICS AND STORIESBETWEEN SEPTEMBER 20 TO OCTOBER 03
Percentage of conversations on luxury watches penetrated by the topic
The technical hallmark of Richard Lange ‘Pour Le Mérite’ is to be released in white gold.
Vacheron Constantin teases new member of the Patrimony collection to be presented at SIHH 2017.
Hublot have signed a partnership deal with the New York Giants and released a limited edition NYGiants inspired watch.
Breitlings ‘super exclusive’ version of the world’s longest continuously produced chronograph (the Navitimer) & the yellow faced Chronomat 44 Blacksteel have been released.
Zenith and Range rover have joined forces in a long-term partnership releasing a special edition El Primero Range Rover chronograph.
1.58%
0.97%
0.97%
0.73%
0.73%
What’s been published on the HH Journal:
Breitling: Maximum ImpactLooking at the Chronomat 44 Blacksteel and it’s new colourscheme.
Vacheron Constantin – In perpetual evolutionLooking at the brands new Traditionelle chronograph perpetual calendar watch and what makes it so special.
Last week Hublot announced a marketing partnership with the New York Giants making them the official watch and timekeeper of the American
football team.
To celebrate the newly formed relationship, Managing Director of Hublot America, Jean-Francois
Sberro and New York Giants wide receiver Victor Cruz, hosted New York’s first luxury ‘tailgate’ (a
party in a parking lot) and unveiled a new timepiece co-designed by Cruz, the Classic Fusion Aerofusion.
Hublot are the first luxury watch brand to partner with the New York Giants, although they have previously partnered with another American
football team, the Dallas Cowboys, back in 2014.
The new timepiece - available in Titanium and King Gold - is said to be inspired by vintage football
player imagery within the NYC skyline. The watches feature embellishments of blue throughout the dial, case back and a pebbled ‘pigskin’ football-inspired strap. The limited edition watches come encased in a full-sized authentic New York Giants helmet signed by Victor Cruz, showing the true
collaboration of both brands.
“It’s a decidedly high-end approach to celebrating the Giants success as a team, and
because there are so few of them to go around, they’re definitely not cheap. But if you’re the
kind of superfan who’s got his own box at MetLife Stadium, this is the kind of watch you
can’t afford not to have.”
Ted Stafford, GQ, Fashion Market Director
Among Influencers
3.01%Penetration of conversations
by Hublot in Swiss watch related conversations
8.62% Percentage increase of
Hublot mentions against the previous two weeks
30.2%Percentage of mentions of Hublot in relation to New
York Giants
Beyond Influencers
10,734All online mentions of
Hublot
11.42%Decrease of Hublot mentions
against the previous two week
3.9%Of mentions of Hublot are in relation to New York Giants
Hublot define themselves by three concepts: innovation, modernity and exclusivity. For the latter,
partnering with the Giants franchise might seem contradictory at first sight.
However, it’s no coincidence that they’ve chosen the New York Giants, one of the wealthiest teams
in the NFL who are located in one of the wealthiest cities in America. This is because they know that
through this partnership, not only will they be viewed by millions, they will also be selling to the
height of wealth in America. One of their key goals is to become more of a luxury household name - known by everyone but only afforded by a very
select few.
This new collaboration is just another step on the ladder for Hublot controlling luxury horology within American sports and proving how important it is,
as these franchises become global brands, to reach global communities of affluent fans.
Founded by Fondation de la Haute Horlogerie,the HH Journal is an online publication covering
watchmaking news in all its forms.
In collaboration with London-based agency RE-UP,The HH Journal is producing a series of trend
reports to analyse which current topics within the high-end watch industry are trending online.
Two key social tools are used to gather the data to analyse the current trends: An in-house database
of 2,000+ influencers and online sources specialising in luxury and watches – with the
ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.
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