will green be the new trend in 2017?
TRANSCRIPT
50 SHADES OF… GREEN
16 November 2016 - 29 November 2016
TABLE OF CONTENTS:
INTRODUCTION.........................................03
SNAPSHOT OF THE PERIOD
Trending Topics...........................................05
Volume of Conversations......................07
ANALYZING THE SOCIAL BUZZ
Among Influencers...................................10
Beyond Influencers....................................12
THE BACKGROUND...................................13
BEHIND THE TREND.................................16
READ THE TREND.....................................21
THE METHOD...............................................22
THE FOUNDATION’S MISSION...........23
INTRODUCTION
This series of trend reports are a collaboration between London-based agency RE-UP and the Fondation de la Haute Horlogerie. They will look back over the past two weeks and
discover what’s been ‘trending’ online.
We aim to discover which watches, stories and industrial developments in the world of horology gain the most amount of coverage on the digital sphere - uncovering why these
trends are important.
SNAPSHOTOF THE PERIOD
TRENDING TOPICS AND STORIESBETWEEN NOVEMBER 16 TO NOVEMBER 29
Percentage of conversations on luxury watches penetrated by the topic
Hublot have released the limited edition Big Bang Ferrari 45mm
Christie’s Auction House last week soldthe most expensive wristwatch ever
Last week was the second annualDubai Watch Week
Rolex Submariner 116610LV with a ceramic green bezel is being talked about
Topper’s Fine Jewellers have collaboratedwith Omega with a shop-in-shop
1.40%
0.95%
0.72%
0.61%
0.42%
#1 #2 #3 #4 #5
VOLUME OF CONVERSATIONSON HIGH-END WATCHES
ANALYSING THE SOCIAL BUZZ
OF THE ROLEX SUBMARINER 116610LV
Among Influencers
27.41%Penetration of conversations
by Rolex in Swiss watch related conversations
15.58%Increase of Rolex mentions against the previous two
weeks
12.95%Of mentions o Rolex are in
relation to the Green
“This is the green money Rolex”
- Robert Downey Jr.
Beyond Influencers
97,364All online mentions of Rolex
46.03%Increase of Rolex watch
mentions against the previous two weeks
1.11%Of mentions of Rolex in relation
to Green
THE BACKGROUND
The Rolex Submariner Date reference 116610LV aka “The Hulk” is exactly the same as the Rolex Submariner we
have all grown fond of, except it’s green.
With a green ceramic bezel and green dial, the 116610LV joins a subculture of green dial Rolex watches that have usually been released as unofficial anniversary pieces. The Rolex Submariner 116610LV may not be a limited edition, however it won’t be one that Rolex will make
forever. Its popularity has kept it in production.
@danieltanw
Green is an important colour for Rolex, given it’s the brand’s primary trademark logo colour. This means that many watches, from Daytonas to Presidents, have been
produced in different shades of green.
With a green bezel, this watch does something very difficult within Fine Watchmaking. Ceramic dials in colours are much harder to craft than say, black or
white. This is because colours such as green tend to be far less consistent in the baking process. It’s a good job
that Rolex are the kings of ‘colourful’ ceramic bezels.
BEHINDTHE TREND
The past few years of Fine Watchmaking has been dominated by the hype of blue watches in almost every element. However, there is a new colour on the block and this year many brands have begun
experimenting with the look of green accents, dials and detailing.
Since Baselworld 2016, a number of luxury watch manufacturers have displayed new models in various
shades of green; most notably Hublot releasing a green camo version of its Big Bang Unico Italia Independent.
@ andy5353
Why is this happening? Well a wider look into the fashion world might explain. One of the most
prominent colours of SS16 fashion shows was ‘green flash’. The Pantone Colour Report placed it as the
third biggest. The blue, that watchmakers have come to know and love is seen all the way down
at number 10.
The popularity of this according to the report, ‘is representative of nature’s persistent influence even in urban environments’. In a year which global warming
and our love for the environment around us has come back into prominence, it’s no surprise that
green is a ‘budding’ trend.
@tewatches
Russell Crowe, man of actionRussell Crowe was wearing his Rolex Submariner during our interview with him.
H. Moser & Cie – Cosmic greenH. Moser & Cie recently released the Endeavour Centre Seconds Concept Cosmic Green.
READ THE TREND
THE METHOD
We use two key social listening tools to gather the raw data we have analysed for this report.
The first, an in-house bespoke database of 2000+ influencers and online sources within luxury and
watches - with the ability to gather insight into six month’s worth of online buzz.
The second, a social (and media) listening tool that looks at multiple keywords. This allows us to measure
and examine all online conversations over a set period.
THEFOUNDATION’S
MISSION
The mechanical watch is a wonderful instrument and the guardian of craftsmanship, creativity
and of course, time.
Our objective here at the Fondation de la Haute Horlogerie, is to take our wealth of expertise into
the world through our four missions: to inform, train, recognise and organise.
Since 2005, we have promoted values of excellence and tradition within an organisation that has the support of
many Fine Watchmaking brands.
Follow us on: