This month we’re inaugurating the Data Watch Report, a new series in which you’ll have access to a monthly update of the top performing luxury watch brands across online and social media. Our team of Data Scientists have been putting our proprietary algorithm to use once again, Media Impact Value™, to measure the success of these brands’ digital campaigns. Before you continue reading, make sure to check out our recent article Decoding Media Impact Value to fully understand which factors are taken into account when calculating the digital impact of fashion, luxury and cosmetics brands.
Luxury Watch Brands Ranking
To kick off this series we’re taking a look at the digital buzz behind luxury watch brands throughout the month of September 2018. The top three brands that generated the most MIV across both online and social were Rolex, Tag Heuer, and Patek Philippe. With a total MIV of €27.56 million we can see that Rolex is far ahead of its competitors, Tag Heuer and Patek Philippe who generated €5.82M and €5.45M respectively. For the full top 10 list of highest ranking watch companies, see our infographic below:
Thanks to this analysis we’re also able to see the top ranking influencers and the MIV their generating for the luxury watch brands they collaborate with. Chinese model-actor Hu bing‘s posts for Corum racked up €338.5K in MIV, meanwhile Kuwait native, Noha Nabil, generated €260K for Jaeger-LeCoultre, and in third place we can see that professional Spanish Grand Prix motorcycle road racer, Jorge Lorenzo, garnered €94K in MIV for Tissot.
After observing the top 10 ranking, it’s interesting to see the tier of influencers each brand activates in order to generate digital buzz. For example, Graham relied mostly on mega influencers (opinion leaders with more than 2 million followers), which was likely a costly approach as this tier of influencers normally have a higher price tag. Yet, Tag Heuer which ranked 2nd in MIV collaborated mainly with medium influencers (those who have between 100k-500k followers). The overall digital winner, Rolex, has a more even split among the tier of influencers although mega influencers represent the most important tier in their strategy at over 40%.
Below you’ll also see breakdown of the channel split, in which we can observe which watch brands relied more on their social media savvy or online media throughout the month of September. Montblanc which ranked 4th in MIV seemed to garner nearly an equal amount of buzz from online and social, whereas Graham’s MIV (10th in the ranking) came mostly from online media (over 90%). Conversely, Breitling‘s MIV came mainly from social channels and did not make it among the top 10. A good mix of both channels seems to be the winning strategy for the top 5 brands.
Make sure to head back to this post in November for an overview of the top luxury watch brands and their October digital strategies. Want to learn more about how data can give you insights into your PR and communications strategies? Ask for a demo via this link.