baselworld buzz report
DESCRIPTION
Social Media buzz report about Baselworld and luxury watch brands.TRANSCRIPT
Luxury Watch Brands Social Media Buzz Report March 2012
Damian Kunz, Dominic Stöcklin, Jan Sedlacek
Picture: www.baselworld.com
2
/ Articles about replica watches, which are spread by spam accounts dominate the overall buzz. The replica watches
are praised in blogs or forums, which is why there is so much buzz within these sources.
/ Rolex is the brand that is most talked about (1’450’557 mentions), followed by TAG Heuer and Omega.
/ With respect to the most mentioned watches, the Breitling Superocean is by far the most popular watch among our
sample of luxury watches (228’726 mentions), followed by Omega Seamaster and Omega Speedmaster.
/ Brand Ambassadors have a lot of buzz (also in conjunction with the watch brands), whereas owners / managers of
watch brands have in general less buzz than the ambassadors (although their buzz is higher in conjunction with the
watch brand than without it).
/ There is a lot of buzz about “Baselworld” (32’468 mentions in the last year), however historically there is no significant
buzz increase about the luxury watch brands during Baselworld.
Management summary
© 2012 Goldbach Interactive
>> Baselworld
4
© 2012 Goldbach Interactive
Baselworld – Overall buzz analysis
⁄ At the beginning of 2012 there are still
significantly more articles about the
2011 fair than the upcoming fair.
⁄ Interestingly, there is a lot more buzz
about watch related topics than specific
brands.
⁄ The buzz distribution across countries
is dominated by the USA with a share
of voice of 20%, followed by Italy
(12%), Germany (12%), Switzerland
(11%) and France (10%).
5
© 2012 Goldbach Interactive
Baselworld 2012 – Overall buzz analysis
⁄ Forums are the dominant sources with
39% of the total amount of mentions,
whereas classic online news media has
the lowest share of voice with only 13%.
⁄ There is a strong increase in buzz during
January and February. Throughout the
rest of the year the activity is rather low.
>> Watch brands overall
7
Share of voice – Watch brands in forums and blogs
© 2012 Goldbach Interactive
⁄ Rolex has by far the greatest buzz.
⁄ Tag Heuer is strongly represented in blogs and forums compared to its total share of voice.
⁄ Omega and Breitling also have a lot of buzz with a good proportion of 10% of share of voice.
⁄ Audemars Piguet, Hublot, Patek Philippe, Jaeger-LeCoultre and Breguet don’t have as many
mentions as the other brands.
0% 10% 20% 30% 40% 50% 60%
Breguet
Jaeger-Le Coultre
Patek Philippe
Hublot
Audemars Piguet
IWC
Breitling
Omega
Tag Heuer
Rolex
Forums Blogs Total
8
Share of voice – Watch brands on Twitter
© 2012 Goldbach Interactive
0 100000 200000 300000 400000 500000 600000
Breguet
Jaeger-LeCoultre
Patek Philippe
Audemars Piguet
Omega
Breitling
IWC
Hublot
Tag Heuer
Rolex
Tweets
Replies
Retweets
⁄ Rolex has a significant number of tweets, retweets and replies (despite not being very active on its
Twitter account).
⁄ Tag Heuer, Hublot, IWC, Breitling and Omega follow, while other brands such as Audemars Piguet,
Patek Philippe, Jaeger-LeCoultre and Breguet barely have buzz.
9
Share of voice – Watches with the most buzz
© 2012 Goldbach Interactive
⁄ With an overall of 414’052 mentions, there has been considerable buzz around selected watches.
⁄ Breitling’s Superocean dominates the buzz (55% share of voice).
⁄ Omega’s Seamaster and Speedmaster come in second (16%), respectively third (11%).
⁄ Breitling’s Superocean is praised in forums for its design, while the buzz around Omega’s
Seamaster is centered around its replicas.
0% 10% 20% 30% 40% 50% 60%
IWC Portuguese
Hublot Big Bang
Tag Heuer Grand Carrera
Rolex Oyster Perpetual
Breitling Navitimer
Omega Speedmaster
Omega Seamaster
Breitling Superocean
Total
10 © 2012 Goldbach Interactive
5%
25%
34%
36%
1’450’557 Mentions
News Blogs Twitter Forums
⁄ Forums and Twitter dominate as sources
with 36% and 34% of all mentions.
⁄ Twitter peak:
⁄ August: Phrase in a song about buying a
Rolex is posted repeatedly.
⁄ Blog peak:
⁄ December: Replica Rolex watches are
sold strongly.
⁄ Rolex wordcloud contains a lot of positive
keywords (e.g. “good”, “great”, “quality”) as
well as Daytona model.
Wordcloud
Rolex – Overall buzz analysis
0
10000
20000
30000
40000
50000
60000
70000
Blogs
Forums
News
11
TAG Heuer – Overall buzz analysis
© 2012 Goldbach Interactive
4%
55% 23 %
18%
371’166 Mentions
News Blogs Twitter Forums
0
10000
20000
30000
40000
50000
60000
Blogs
Forums
News
⁄ Blogs are the dominant sources, totaling
55% of all mentions.
⁄ Blog peak:
⁄ January: The different models from TAG
Heuer are introduced within blogs.
⁄ Peaks:
⁄ August: Replica watches that look like
the originals are mentioned.
⁄ Tag Heuer’s wordcloud shows a strong
association to men.
Wordcloud
12
Omega – Overall buzz analysis
© 2012 Goldbach Interactive
5%
45%
11%
38%
284’438 Mentions
News Blogs Twitter Forums
⁄ Blogs are the dominant sources, totaling
45% of all mentions.
⁄ Forums and blog peaks:
⁄ December: Advantages of replica
watches are showed.
⁄ Twitter peak:
⁄ November: Buzz about a new Omega
watch.
⁄ Wordcloud highlights Swiss Quality,
Seamaster model and shows competitor
Rolex.
Wordcloud
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Blogs
Forums
News
13
Breitling – Overall buzz analysis
© 2012 Goldbach Interactive
4%
44%
17%
35%
268’204 Mentions
News Blogs Twitter Forums
⁄ Blogs dominate as the most important
sources, totaling 44% of all mentions.
⁄ Blog and forums peak:
⁄ December: A new replica Breitling watch
is mentioned.
⁄ Twitter and Blog peaks:
⁄ August: User promotes Breitling watches
on Twitter. Replica watches with the
same serial-number as the original are
mentioned in blogs.
⁄ Wordcloud alludes to replica watches and
shows competitor Rolex.
Wordcloud
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Blogs
Forums
News
14
IWC – Overall buzz analysis
© 2012 Goldbach Interactive
6%
32%
21%
41%
211’273 Mentions
News Blogs Twitter Forums
⁄ Forums are the dominant sources with a
proportion of 41%.
⁄ Twitter peak:
⁄ July: Replica watch is promoted.
⁄ News peak:
⁄ Study about social media and luxury
brands in China mentioning IWC.
⁄ Wordcloud shows that people are aware of
Rolex, Omega and several other
competitors of IWC.
Wordcloud
0100020003000400050006000700080009000
10000
Blogs
Forums
News
15 © 2012 Goldbach Interactive
6%
62%
12%
20%
102’260 Mentions
News Blogs Twitter Forums
⁄ Blogs are the dominant sources with a
share of 62%.
⁄ Blog peaks:
⁄ June and August: Replica watches are
offered.
⁄ October and November: Discussion
about the elements that define the value
of wristwatches.
⁄ Replica watches and the competitor Rolex
are often mentioned in relation to the brand.
Wordcloud
Audemars Piguet – Overall buzz analysis
0
2000
4000
6000
8000
10000
12000
Blogs
Forums
News
16 © 2012 Goldbach Interactive
6%
35%
40%
19%
139’384 Mentions
News Blogs Twitter Forums
⁄ Twitter is the dominant source, totaling 40%
of all mentions.
⁄ Twitter peak:
⁄ Significant activity through launch and
promotion of a new Hublot.
⁄ Blog peak:
⁄ Replica watches are promoted.
⁄ Rolex, Breitling, Cartier and Omega are
highlighted as competitors in the wordcloud.
Wordcloud
Hublot – Overall buzz analysis
0100020003000400050006000700080009000
10000
Blogs
Forums
News
17 © 2012 Goldbach Interactive
9%
53% 11%
27%
88’485 Mentions
News Blogs Twitter Forums
⁄ Blogs are the dominant sources with 53% of
all mentions.
⁄ Forum peak:
⁄ October: The watch brand is listed and
discussed as one of the top ten
jewelries.
⁄ Blog peaks:
⁄ Replica watches are offered.
⁄ Rolex, as well as Breitling, Cartier and
Omega are highlighted as competitors.
Wordcloud
Patek Philippe – Overall buzz analysis
0
1000
2000
3000
4000
5000
6000
Blogs
Forums
News
18 © 2012 Goldbach Interactive
14%
47% 13%
26%
56’433 Mentions
News Blogs Twitter Forums
⁄ Blogs are the dominant sources with a
share of 47%.
⁄ Blog peaks:
⁄ March and December: Replica watches
are mentioned.
⁄ News peak:
⁄ October: Jaeger-LeCoultre sponsors the
Venice International Film Festival.
⁄ A lot of mentions show the importance of
the Reverso model.
Wordcloud
Jaeger-LeCoultre – Overall buzz analysis
0
500
1000
1500
2000
2500
3000
3500
Blogs
Forums
News
19
Breguet – Overall buzz analysis
© 2012 Goldbach Interactive
12%
45%
8%
36%
51’095 Mentions
News Blogs Twitter Forums
⁄ Blogs and forums are the dominant sources
with 45%, respectively 36% of all mentions.
⁄ Blogs and forums peaks:
⁄ December: Replica watches that are
very cheap dominate the buzz.
⁄ News, forums und blogs peak:
⁄ March: Despite the global crisis there is
a high demand for watches.
⁄ Breguet is often mentioned in conjunction
with replica watches.
Wordcloud
0
500
1000
1500
2000
2500
3000
Blogs
Forums
News
20
Analysed watch brands – Overview
© 2012 Goldbach Interactive
⁄ Overall there are 2’516’518 mentions about
all the watch brands.
⁄ USA is the country with most of the
mentions. The focus is less on european
countries than it has been with Baselworld.
⁄ The sentiment of all the buzz is 89%
positive.
>> Owners / managers and ambassadors
⁄ With a few exceptions, the owners / managers have more mentions in conjunction with the watch
brand than without it.
22
Share of voice – Watch brand and owners / managers
© 2012 Goldbach Interactive
102
150
177
274
363
440
469
829
907
944
987
1102
1171
3’109
0 500 1000 1500 2000 2500 3000 3500
Audemars Piguet: Jasmine Audemars
Rolex: Bertrand Gros
Rolex: Gian Riccardo Marini
Patek Philippe: Philippe Stern
Breitling: Ernest Schneider
Patek Philippe: Thierry Stern
Audemars Piguet: Philippe Merk
IWC: Georges A. Kern
Jaeger-LeCoultre: Jérôme Lambert
Breguet: Marc Hayek
Tag Heuer: Jack Heuer
Omega: Stephen Urquhart
Tag Heuer: Jean-Christophe Babin
Hublot: Jean-Claude Biver
Owner /managerwithwatchbrand
Owner /managerwithoutwatchbrand
23
Share of voice – Watch brand with ambassador
© 2012 Goldbach Interactive
69
312
606
631
692
1222
1389
3371
0 500 1000 1500 2000 2500 3000 3500 4000
IWC: Paulo Coelho
Hublot: Usain Bolt
Patek Philippe: Charlie Sheen
Breitling: John Travolta
Jaeger-LeCoultre: Diane Kruger
Tag Heuer: Leonardo DiCaprio
Omega: George Clooney
Rolex: Roger Federer
⁄ The brand ambassadors do have a lot of mentions in relation to the watch brand. This means that
the public strongly associates the ambassador with the respective watch brand.
24
⁄ Jean-Claude Biver is the owner / manager with most of the mentions.
Roger Federer is the ambassador that is most mentioned in social media
compared with all the other analyzed ambassadors.
⁄ Compared to the mentions of the ambassadors, the mentions of the
ambassadors alluding to the watch brand are quite limited. The selection of
a highly popular ambassador is therefore very important.
⁄ Generally, few mentions of the owners / managers without the watch brand.
⁄ Increase marketing ROI by strengthening connection of ambassador and
watch brand.
Owners and Ambassadors – Findings
© 2012 Goldbach Interactive
• The analysis covers the periods from Feb 2011 to Januar 2012
Time period of the analysis
• The fair Baselworld
• The different watch brands, it’s models, owners and ambassadors
Scope of the analysis
• None
Geographical restrictions
• None
Language restrictions
• Blogs, Forums, Twitter, News, Facebook
Sources
25 © 2012 Goldbach Interactive
GOLDBACH INTERACTIVE (SWITZERLAND) AG
Mattenstrasse 90, 2503 Biel/Bienne
Seestrasse 39, 8700 Küsnacht
www.goldbachinteractive.ch
Damian Kunz
@damiankunz
+41 (32) 366 01 95
Dominic Stöcklin
@dstoecklin
+41 32 366 01 73
Jan Sedlacek
@JanSedlacek1
+41 32 366 01 90