Antoine LeCoultre, a master watchmaker without a teacher, succeeded in inventing his own tools after successfully inventing a machine for cutting clock gears in 1833. From the previous ‘small workshop’ to the ‘big workshop’ that now houses more than 1,300 employees, Jaeger-LeCoultre has experienced 180 years of accumulation.
However, this propaganda trend of ‘180th anniversary of Jaeger-LeCoultre’s birthday’ has been quietly warming up since the end of 2012. For this reason, the Jaeger-LeCoultre launched the Master Grande Tradition Gyrotourbillon 3 Jubilee . For ten years, Jaeger-LeCoultre has made “a super complicated watch every year” a tradition, and this watch is the 10th masterpiece of the Hybrid Mechanica large-scale complication series.
Increase the proportion of complex watches
The number of watch enthusiasts has grown rapidly in the past 10 years. More and more consumers are beginning to understand the culture, technology and craftsmanship of watches. Instead of pursuing the classic style of a certain brand, they want to see more innovative and complex functional watches.
积 Jaeger-LeCoultre is quite predictive of this. For the past ten years, the Hybrids Mechanica watch has been the best synonym for fine watchmaking. And it also represents all the watchmaking skills of Rugu Valley Jaeger-LeCoultre.
积 After the Jaeger-LeCoultre launch of the Atmos Mystérieuse mysterious air clock in 2003, the spherical tourbillon master series watches, super-complex three-sided flip watches, two-wing three-dimensional dual-axis tourbillon watches have been released. Today’s ball tourbillon watches are even more impressive.
的 The emergence of these complex watches makes the product line, which has always been rich, is gradually moving towards the design direction of ultra-complex watches.
‘We find that more Jaeger-LeCoultre consumers have become watch enthusiasts, which proves that the watch market continues to mature, and Jaeger-LeCoultre naturally has to change its product development policy.’ Zhang Ye, President of Jaeger-LeCoultre China Weekly reporter said.
Zhang Huan told reporters, ‘We did put more effort into the production of complex watches, but for now, Jaeger-LeCoultre’s investment in simple classic watches and super-complex watches and the financial resources spent are still relatively large. Average.’
Although the growth rate of the domestic watch market is still amazing, it is also true that China’s high-end watch industry is relatively late. So one cannot help wondering: Can high-volume and limited complex watches really bring leapfrog growth to Jaeger-LeCoultre?
Zhang Huan responded: ‘Although Jaeger-LeCoultre watches are more and more loved and appreciated by Chinese customers, in terms of sales volume, entry-level models worth more than 40,000 still occupy the majority. It is worth emphasizing that Jaeger-LeCoultre’s complex watches are growing faster than simple classics.
It is reported that Jaeger-LeCoultre also specially selects watches that suit the taste and aesthetics of Chinese consumers. The models that are popular in the Chinese men’s market are classic models with round dials in the Master Series equipped with complex functions such as tourbillons and perpetual calendars. The second is the Rendez-Vous dating series, which of course is inseparable from a lot of marketing activities. The other is the most iconic Reverso watch series. ‘
It is worth mentioning that the 2013 new product includes two Grande Reverso large flip watches, one of which is a Duetto Duo watch which reflects the ultra-thin concept. This innovative watch is also one of 400 invention patents. Duetto Duo watches are reversible, two aesthetics, dual time zone display, single movement, now integrated into ultra-thin design, and only the ingenious Jaeger-LeCoultre watchmakers can broaden the human imagination to such a territory.
Three-digit growth in Chinese market launch
积 Whether it is the Venice International Film Festival or the Shanghai International Film Festival, Jaeger-LeCoultre has always given great support, Zhang Ye said that Jaeger-LeCoultre will continue to support the development of the film industry. Of course, the ‘benefits’ that Jaeger-LeCoultre gains are also obvious.
Stars walking on the red carpet is bound to be a highlight. Not only did they ‘show’ Sona’s figure and gorgeous dresses, Jaeger-LeCoultre’s dating series, flip series and other watches will never fall.
积 In the past three years, Jaeger-LeCoultre’s exposure in the media has been frequent and its performance has been rising all the way. These two main ‘signals’ are particularly pronounced in Asia, especially in China.
‘This potential market has played an irreplaceable role in Jaeger-LeCoultre’s total sales, and we are more confident in the domestic market, so the increase in advertising is bound to be indispensable,’ Zhang Kai said. ‘Before Jaeger-LeCoultre The three-year investment in the Chinese market has shown a three-digit growth rate. This year, the amount and intensity of this investment have continued to increase. Although it is not more than 100%, it is also a high double-digit growth. ‘
积 In the future, Jaeger-LeCoultre’s budget and efforts in advertising and marketing may be slightly reduced, but it will still maintain double-digit growth.
积 Strong market promotion has given Jaeger-LeCoultre a better reputation and thus gained brand recognition among consumers. This is also most directly reflected in the sales performance of Jaeger-LeCoultre in China. Although China’s anti-corruption policy has intensified this year, Jaeger-LeCoultre’s development in the domestic market has maintained relatively stable growth, but Zhang Jian also said frankly: ‘Its growth rate is slightly inferior to the previous two years.’
But this does not affect Jaeger-LeCoultre’s development strategy. The brand has adjusted its sales network and increased the number of directly operated stores. Three years ago in Mainland China, Jaeger-LeCoultre only had one directly-operated store located in Beijing, and now it has grown to nine directly-operated stores located in important cities in mainland China such as Beijing and Shanghai.
锴 Zhang Ye said: ‘On the one hand, increasing the number of directly-operated stores can show a better image and service to consumers. It includes sales and after-sales service.’
On the other hand, Jaeger-LeCoultre’s marketing network is also more comprehensive. In second- and third-tier cities, Jaeger-LeCoultre’s directly operated stores are only available in Shenyang and Tianjin. More dealers are still needed to expand. ‘What we can do is to make the location of the store and the positioning of the brand higher-end, more in line with the requirements of the Jaeger-LeCoultre brand. Of course, we also have plans to develop direct-operated stores in more second- and third-tier cities. This direction is ours. It has been insisted. ‘Zhang Huan said,’ Although not 100% determined, but everything is being implemented. ‘
‘Interview with Jason Zhang, President of Jaeger-LeCoultre China
All movements are produced in-house and the parts are delivered to a third party
M = Moneyweek L = Zhang Ye
M: The 180th anniversary Jaeger-LeCoultre has been busy with the celebration of the 180th anniversary. What are the next strategies?
Z: As always, there is a super complicated watch every year. This is our tradition. It is the only brand we can do. From the aspect of marketing operation, we will use the success factors of these years. Focusing on the Shanghai International Film Festival in terms of activities, advertisements will continue to increase in some themed activities across the country. Zhao Wei is still our very important partner.
M: Jaeger-LeCoultre’s product line is very generous. What makes Jaeger-LeCoultre self-produced?
Z: The movements of all Jaeger-LeCoultre watches are self-produced, which is rare in this high-end watch sector. But for example, dials and straps are made by third parties. But some special dials or parts are still produced by ourselves.