THE SOCIAL BUZZ

OF ‘THE DEEP BLACK’ COLLECTION

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

13 June – 27 June 2016

OURMISSION

The mechanical watchis a wonderful instrument

and the guardian of craftsmanshipand 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.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN JUNE 13 TO JUNE 27

Percentage of conversations on luxury watches penetrated by the topic

Omega launches new rangeof Seamaster Planet Ocean’s…the ‘Deep Black’ collection

Richard Mille collaborates with graffiti artist Cyril Kongo for theirRM 68-01 Tourbillon

Armin Strom celebrate their partnership with F1 driver Max Chilton with their new Edge Double Barrel Max Chilton Edition

Chopard introduce the Superfast Chrono Porsche 919 Black Edition in time forthe 24 Hours of Le Mans 2016

IWC celebrate the life of racing driver Rudolf Caracciola with the Ingenieur Chronograph Edition ‘Rufolf Caracciola’

1.93%

1.29%

1.29%

0.99%

0.79%

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

0

50

100

150

200

250

Jun-13 Jun-15 Jun-17 Jun-19 Jun-21 Jun-23 Jun-25 Jun-27

This period Average views per day in 2016

What’s been published on the HH Journal:

Ceramic Takes the PlungeIntroducing the Seamaster Planet Ocean ‘Deep Black’collection, the new range by Omega that adds to theiralready iconic collection of Dive watches

Richard Mille – The “Wow” watchPresenting the new Richard Mille RM 68-01 Tourbillon Cyril Kongo – described by the HH Journal as “probablythe coolest watch around”

ANALYSINGTHE SOCIAL BUZZ

OF ‘THE DEEP BLACK’COLLECTION

You don’t have to be a watch expert to known that Omega have a fair few iconic dive watches. I mean where would James Bond be without his Omega

Seamaster Diver 300M?

At this year’s Baselworld Omega updated their popular Seamaster Planet Ocean collection with their new ‘Master Chronometer’-rated, in-house movements. To add to that excitement Omega have now released a new range of four ceramic models, known as the ‘Deep Black’ collection.

The Planet Ocean collection are renowned as being state-of-the-art and highly durable. The ‘Deep Black’

watches can withstand 600m of water depth and resist magnetic fields of 15,000 guass.

Furthermore, on two of the particular versions Omega have blended rubber with ceramic to create a coloured bezel, highlighting the first 15 minutes -

the watchmakers specifically chose Red and Blue for these watches, as they are the first and last colours you stop seeing when you dive deeper into water

(Red at 5m and Blue at 275m).

“Sure, you’ve heard of black,but have you heard of

“deep black”? You have now, thanks to premiere watch brand Omega, who has just unleashed a collection of watches so unique the company had to invent colour names just to talk about them”

Many of Many Blog

Among Influencers

17.44%Penetration of conversations

by Omega in Swiss Watch related conversations

0.28%Increase of Omega mentions against previous two weeks

11.08%Penetration of conversations

by the ‘Deep Black’ collection in Omega related

conversations

Among Influencers

17.44%Penetration of conversations

by Omega in Swiss Watch related conversations

0.28%Increase of Omega mentions against previous two weeks

11.08%Penetration of conversations

by the ‘Deep Black’ collection in Omega related

conversations

SUMMARY

As one of the biggest luxury watchmakers in the worlds, Omega consistently drive interest among

social media and online users – regardless of whether or not they actually have any new

releases or current brand news.The fact that only 0.28% of all onlind

conversations related to Omega actually mentions their new ‘Deep Black’ collection merely reflects the wide-ranging discussion

surrounding the watchmaker.

This is slightly different when solely focusing on actual watch aficionados who specifically produce watch-related content for blogs and

online publications. For this group of online users it is qualities, such as the brands dedication

to continuingly investing in new technological innovation for their Diver watches, that maintains

a strong social pulse around Omega. While much of the conversations on the “Deep Black”

collection do mention the design and style of the watches, nearly always the point-of-focusis on the mechanics, features and Omega’s

attention to detail.

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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