Rolex, Cartier and Omega are the three most powerful watchmakers in the world today. They unexpectedly occupy the most luxurious locations in China's largest city. Every day, millions of tourists to the Bund, mostly Chinese tourists, can learn more about the state of Swiss watchmaking industry. In the top watches, Chinese customers are particularly popular Vacheron Constantin, Patek Philippe and Blancpain. However, the three brands at the pyramid's spire are added together, with thousands of watches sold in China each year. By comparison, the three giants Rolex, Cartier and Omega have sold hundreds of thousands of pieces a year in this piece of China's New Land.
In recent years, the major watchmakers are looking to China. The reason is straightforward: for there is no doubt that China is a source of motivation for their development. If the watch industry was able to quickly emerge from the haze of the 2008 economic crisis and the current year's performance is still exceptionally gratifying, then all this should be attributed to Asian countries, especially China. From January to September this year, the import of watches in Hong Kong increased by 29% and the import of other places in China surged by 48%. In just nine months, the total value of the mainland and Hong Kong markets was 3.9 billion yuan Swiss watches (about 27 billion yuan) of Swiss watches, Swiss watch exports accounted for 30% of the total, far more than the world's second largest watch market in the United States (1.4 billion Swiss francs, or about 9.6 billion yuan) . In front of these data, people can easily understand why China is a major brand contend.
WISH LIST in China's wealthy class list
Let's talk in fact. Watch master Rolex (Rolex) annual sales of 600,000 watches, sales estimated at more than 3 billion Swiss francs (about 21 billion yuan). For nearly 15 years, Rolex (Rolex) has invested heavily in Geneva and Bill to develop and build production tools. In the meantime, other brands are committed to exploring potential markets, of which China is naturally the primary goal. Rolex missed the opportunity to grow in China and its competitors have undoubtedly had such expectations. However, it turns out that this expectation is only a fantasy. Market research shows that Rolex has long enjoyed a firm foothold in China and is also among the list of millions of HNWIs in China, the wish list.
Rolex has a history of more than a century in China, but the most impressive is that since 1967, Rolex, a company owned by the fondation Hans Wilsdorf, Set up a branch in Hong Kong. It was subsequently approved in 2002 to create a wholly owned subsidiary in China instead of working with other Chinese counterparts to become the first watch brand to achieve this. Rolex (Rolex) each time you enter a new market, we will certainly establish after-sales service system. In China is no exception. Today, it has set up three after-sales service centers in Beijing, Shanghai and Guangzhou. Coupled with more than 260 outlets, including more than a dozen specialty stores, Rolex employs more than 300 people in China.
Rolex's current presence in China is exactly the same as it has been demonstrated all over the world, namely, an outstanding and symbolic brand. The Chinese are exactly keen on such symbolic things. It is with this in mind that Daniel Neidhart, the company's number two, led the team to outline the "The Rolex Experience" in order to make Rolex's crown more glittering. Daniel Neidhart works in Hong Kong and is primarily responsible for the business of all of the Group's subsidiaries. Under his careful planning, the 800-square-meter "World of Workers" was opened in Shanghai. A local retailer is responsible for day-to-day management. There are more than 200 exhibition halls, boutiques and specialty shops Watch models and more than 600 pieces of inventory watches. This is an unprecedented Rolex (Rolex) initiative. Although the brand is not clearly stated, "Rolex World" is undoubtedly an attempt to promote the rest of the world, because people everywhere will certainly expect to enjoy the same experience.
Star and sponsor
An hour after taking a dip in the exhibition hall, even people who know nothing about the brand know that the 100-year-old was founded by a visionary and wise man, Hans Wilsdorf , He took the lead in predicting pocket watch will withdraw from the stage of history, the watch will be replaced; Rolex introduced a number of important technological innovations in the twentieth century (such as sealing, self-winding optimization mechanism, etc.); it has a complete, Excellent production tools; superior reliability of their products; brand has a large after-sales service network, the watchmaking industry champion; it has long been with many sports and celebrities in the cultural sector; Rolex has always been to maintain an independent operation, which A little is considered a major feature.
Even more icing on the cake is that visitors will also feel the "Rolex Love China" message, and there is evidence. First, Rolex invested heavily in China. Second, like its competitors, it actively sponsors China's stars and invites them to speak for the brand. Including Li Na, the world's fifth-ranked Chinese tennis star (who won the women's singles championship at the French Open tennis tournament in 2011 and became the first Asian golfer to win the Grand Slam), his teammate Zheng Jie A number of Grand Slam doubles champions), China's No. 1 golfer Liang Wenchong, and internationally acclaimed Chinese pianists Wang Yujia and Li Yundi.
In addition, Rolex is actively sponsoring sports events locally, including the Shanghai Rolex Masters, the Australian Open and many prestigious golf tournaments such as the HSBC Championships in Shanghai. In addition, it strategically partners with the China Golf Association. A recent Rolex (Rolex) an important move is to join forces with Tiger Woods. The latter became subject to scandal and became "abandoned" by then-sponsors (such as TAG Heuer). However, although Woods plummeted its image in the United States, it is still considered a "holy ball" in Asia. As a result, Arnaud Boetsch, a former tennis player and current director of advertising and image at Rolex, decided to "bet on him." This decision is quite intriguing. This is not only because the brand "guarantee" comes with Tiger Woods facing a "new challenge," but mainly because of the risks associated with this partnership. And adventure is the motto of a proactive business, even for the best in the industry.