Top 10 Luxury Watch Brands with Successful Marketing

By: Frank DePino | May 18, 2023

With the luxury watch market valued at $6 billion worldwide, all luxury watch brands are trying to get a bigger piece of revenue and market share. 

The constant top brand when it comes to luxury timepieces is Rolex. With a name recall that resonates throughout the world, Rolex is the epitome of luxury and a successful marketing strategy. Rolex holds a quarter of the total global luxury market share. 

Why luxury watch market is booming

When it comes to a successful marketing strategy and strong brand identity, there are 10 luxury watch brands that are head and shoulders above everybody else. The luxury watch industry is very unique because these brands all have a long storied tradition and the main pain point is translating this rich history into a message that will resonate with the younger generation. 

Brand Concept in Luxury Watch Market

Owning a luxury timepiece has long been seen as a sign of a person’s success. People who have luxury watches are the epitome of personal achievement. Consumers who gravitate towards luxury timepieces are perceived to have a fine eye for craftsmanship and design.

All the brands that are considered top luxury watch brands come from a long lineage of history. Tradition comes into play with watchmaking, but how do these companies make sure that they are reaching the younger generation while upholding their tradition?

According to a Swiss watch industry study conducted by Deloitte, 67% of executives believe that offline sales will continue to be the main driving source of revenue. But digital channels will continue to be utilized to increase luxury brand awareness because nearly half of the consumers prefer to buy through e-commerce or social media. 

Social media for luxury brands is where luxury digital marketers can interact with their loyal followers.  Traditional advertising will always be around but consumers are moving on to different types of advertising, especially in digital form.

This is where the brand concept comes in – it essentially bridges the gap between the traditional message that luxury watchmakers want to tell and translates it into a language that the newer generation will understand and connect with.

How to implement Luxury brand concept

Luxury brand concept can be implemented through:

• Social media and marketing
• Digital advertising through social media
• Website development
• Digital content creation 
• Digital installations

What are the top 10 luxury watch brands? 

Here are the top 10 luxury watch brands that can mix having a unique brand concept plus a strong marketing strategy and turn it into success: 

1. Audemars Piguet
2. Vacheron Constantin
3. Rolex
4. Jaeger-LeCoultre
5. Patek Philippe
6. Blancpain
7. Chopard
8. Omega
9. Ulysse Nardin
10. Piaget

Top 10 luxury watch brand

1. Audemars Piguet

Audemars Piguet was founded in 1875 and has been manufacturing timeless and spectacular watches since then. This company is known to be an innovator with the introduction of the AP Royal Oak series which combined the use of non-precious metals and sports design.

In 2018, the company became the first Swiss watchmaker to launch a pop-out store on WeChat. This marketing move enabled the company to tap into the vast potential of the luxury watch market in China. 

One year later in 2019, Audemars Piguet launched a new watch line called “Code 11.59”. It was targeted at a younger and more digitally connected generation. 

2. Vacheron Constantin

Dubbed as the oldest Swiss watch manufacturer, Vacheron Constantin has been around since 1775. This brand specializes in making custom-made watches for many generations. Most timepieces are truly exquisite and an epitome of perfection.

As you can see in this article, the importance of combining their timeless history and being forward-thinking are the important factors in Vacheron Constantin’s brand strategy. 

Laurent Perves, their Chief Marketing Officer further explains that their strategy has not changed a lot since the brand’s inception. In fact, they know that their past is important and still stays true to their roots. At the same time, the company has realized that innovation should be a priority.

Vacheron Constantin’s main goal is to reach a maximum number of people who can appreciate what they are making but at the same time, remain exclusive. This seems contradictory but to further illustrate, their timepieces might be enjoyed by a handful but their branding and message can be appreciated by many people.

3. Rolex

In this list of top 10 luxury watch brands, Rolex is the one with whom most people are familiar. Rolex has a total brand value of $7.9 billion which is reflective of its high resale value. This means that the watches they produce appreciate over time and are great pieces of investment.

Founded by Hans Wilsdorf in 1926, Rolex is the epitome of the ultimate luxury watch brand. It is known worldwide as a top-notch brand. This may create the misconception that the company does not have to do any special marketing campaign to increase brand awareness.

The Rolex brand prides itself on the highest manufacturing quality. Their main marketing strategy is putting a spotlight on the way they manufacture their watches. The company has perfected its manufacturing of watch mechanisms and added distinct stones and metals to increase the value of their watches.

Rolex utilizes modern social media channels like Facebook, Instagram, Twitter, and even YouTube. This enables their audience to become bigger and reach people who are not geographically located near their brick and mortar stores. 

The main Rolex tagline is “A Crown for Every Achievement” and is also symbolized by their crown logo. The main message behind this tagline is the power of envisioning owning a Rolex and using this luxury watch as an indication of achievement and success. In the end, Rolex is not just a brand but a lifestyle. 

4. Jaeger-LeCoultre

Jaeger-LeCoultre was established in 1833 in the Swiss Jura Mountains. A highly-respectable brand, this company is known as one of the most inventive in the whole world. 

One of the things that set this company apart is the production of movements in-house which makes them a well-respected Swiss watch manufacturer. Jaeger-LeCoultre manufactured the Reverso, a square watch with the ability to flip over to protect the face. 

In 2019, the company launched a warranty program called “Jaeger-Lecoultre Care Program” online. This means that if their customers opt into this program, specific information about them is collected. This translates to the company trying to get to know who its luxury customers are and creating a deeper relationship with their consumers.

5. Patek Philippe

Patek Philippe is known for its intricate and complicated designs that are truly unique. Also known as the inventor of the first wristwatch, Patek Philippe has been around for many years. At present, it is still at the forefront of the top 10 luxury watch brands.

Patek Philippe’s Generations campaign started in 1996 and showcased their timepieces as family heirlooms that can be passed on from one generation to the next. With a tagline of “Begin your tradition”, it highlights the timepieces as a part of a family’s legacy and history.

6. Blancpain

Known for creating diving watches, Blancpain was established in 1735 and has contributed to the advancement of watch manufacturing techniques since then. Blancpain created the flying tourbillon which houses the complication in a cage with a ball bearing. 

In the 1980s, the Swiss luxury watch industry faced a crisis because the Japanese had introduced cheaper and more accurate quartz models. In 1981, Jean-Claude Biver bought the rights to Blancpain which was a failing brand back then. Fast forward to ten years later, Biver was able to bring new life into the dying Swiss brand and sold it to The Swatch Group for around $80 million.

The key to Blancpain’s success is attributed to its adherence to the technical aspects of watchmaking and constant innovation. 

7. Chopard

In 1860, Louise-Ulysse Chopard founded the L.U.C company in Sonvillier, Switzerland which is now presently known as Chopard. Chopard started selling timepieces throughout Europe and eventually became the supplier to Tsar Nicholas II of Russia.

The brand strategy of Chopard pivoted in 2018 with the introduction of the new slogan “The Artisan of Emotions since 1860”. This is a testament to the company’s commitment to its long and colorful history but at the same time reinstating the fact that their timepieces were designed and driven by emotion.

Chopard sets itself apart by being one of the few family-owned businesses. This is important because their brand strategy evolves around their history and organic growth.

In 2015, the brand introduced Happy Hearts as a way to reach a younger audience. The designs in this collection are much more youthful with a combination of diamonds and hearts in turquoise, onyx, and mother of pearl.

Chopard’s e-commerce success in the US enabled them to reach a larger audience. Interestingly enough, with its US e-commerce presence, the company sells more jewelry than watches. 

8. Omega

Founded in 1903 by Louis Brandt, Omega is one luxury watch brand that have a strong name recall throughout the world. Omega is the luxury brand of the Swatch Group of companies.

Omega is the official watch of James Bond and has been present in every James Bond movie. It is also the first watch to get to space, worn by Buzz Aldrin as he took his first steps on the moon. 

Omega is steadily second place behind Rolex when it comes to market share. Rolex has a 24.9% market share and Omega has an 8.8% market share worldwide. 

This brand can reach a wider customer base because their watches have different price points. They have entry-level watches with a much lower price point and they have watches that cost over $100,000.

In 2017, Omega started advertising its watches through Instagram with the #SpeedyTuesday model. This has helped the company reach a different demographic than what they are used to.

Omega is very active on Instagram, posting photos, conducting giveaways, and conducting influencer campaigns. With being customer-centric on top of mind, Omega was able to relay its message through targeted marketing and listening to feedback from social media to develop marketing campaigns that can pique the interest of more people.

9. Ulysse Nardin

Ulysse Nardin was only 23 years of age when he founded his watch company. He was inspired by his father, who was also a watchmaker. The company’s watches’ main feature is marine chronometers.

What sets this company apart is the fact that they can create minimalist watch designs as well as modern collections. This means that they can cater to a broader array of people with varying design tastes. 

Since their watches are on the naval side, most of their advertising features underwater shots with scuba divers. 

In 2018, one of their advertising campaigns showed sharks in New York City and Shanghai which symbolizes the powerful animals being away from their natural habitat. This also means that the sharks are always moving and seeking change. Sharks are deemed as powerful animals and commanding success in business and finance.

10. Piaget

Founded by Georges Edouard Piaget in 1874, Piaget specializes in ultra-thin timepieces and usually sets world records for the world’s thinnest watches. 

In 2019, Quentin Herbert was named Head of Watch Marketing for this prestigious brand and he implemented some changes towards the beloved brand. The collections were streamlined from 12 to 4. These 4 collections encompass the different price ranges that the watches fall under.

Another key improvement that Herbert introduced was the incorporation of brighter hues. Piaget was traditionally produced in black or blue colors, but they have brighter colors now like yellow which is more relaxing and pleasing to the eye. 

Hiring a Digital Agency for your Luxury Watch Brand

Hiring a digital agency is beneficial for your luxury watch brand because it will be instrumental in relaying your brand messaging to a wider audience. The agency that you partner up with will translate your brand message across the digital channel and reach a bigger market than you thought possible. 

As a reputable digital marketing company, Mediaboom has high-level expertise when it comes to luxury branding. We offer a wide array of services to help your brand. What sets our company apart is that we will get to know you and your brand. We can customize an advertising and marketing plan that can help you reach your target customers.

Creating a digital brand is essential because you will widen your reach of potential customers. Not all brand companies can perform in the digital luxury space. Mediaboom has a refined taste and sophistication that can attract the highest level of clientele, bringing more sales to your company. 

Conclusion

One common denominator among these top 10 luxury watch brands is the fact that they all have a rich and colorful history that has stood the test of time. The biggest hurdle that these brands have is staying true to their roots but at the same time, reaching a wider and younger audience. 

With the help of brand concept and digital marketing, luxury watch brands can widen their reach and send their branding and message to people who are not in proximity to their physical stores. 

At the same time, these luxury watch brands have to upkeep the air of exclusivity which is what makes these brands successful. Some people might see the exclusivity factor being influenced by promoting luxury watches on different social media platforms. Nonetheless, this just spreads the message that owning a luxury watch is an important life milestone that embodies a person’s success and achievements.

In the end, consumers are not only drawn to the physical beauty and exquisite nature of these watches but also the messaging that the specific brands are personifying.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.