The Top 10 Contemporary Watch Brands Ranked by (MIV®) July 2022

Lara Camagni

The tools that measure time have fascinated humans since records began.

From the Ancient Egyptian sundial to 13th-century European mechanical clocks, from Charles II’s waistcoat/pocket watch to the formidable jewel-ordained pieces on the market now.

Timepieces speak to the wearer’s taste and position in society, fueling a hyper-competitive, multi-billion dollar industry.

There’s data to back this up, too.

According to The Business Research Company’s Luxury Watch Global Market Report 2022, the global market size for watches is expected to grow from $27.19 billion in 2021 to $28.43 billion by the end of 2022, resulting in an expected compound annual growth rate (CAGR) of 4.6%.

By 2026, the same analysts expect growth to reach $33.07 billion at a CAGR of 3.9%.

If companies want to maintain their position in such a competitive market they need to understand which strategies their competitors are using, the results they’re achieving, and how to adjust their own decision-making accordingly.

To gain this insight you must analyze the data.

This is why in this post, we benchmarked the performance of 10 key brands in the contemporary watch sector.

Thanks to our Media Impact Value MIV® algorithm we were able to deep dive into why some brands are performing better than others, as well as the tactics and strategies responsible for their success.

What are the Top 10 Contemporary Watch Brands?

For this report, we analyzed the MIV® data from July 1, 2022, to July 31, 2022, for the following 10 contemporary watch brands:

  1. Omega
  2. Longines
  3. Rado
  4. Tissot
  5. Mido
  6. Breitling
  7. Tudor
  8. Seiko
  9. Casio
  10. Victorinox

The chart below shows the selected brands ranking in MIV® for the month of July 2022:

10 luxury watch brands ranked by MIV 2022

And the second chart is a breakdown of the Voice Mix benchmark.

Voice Mix is a metric that provides the percentage of coverage or MIV® generated by each of the five Voices (Media, Influencers, Partners, Celebrities, Owned Media) that move consumers through the buying journey.

We’ve also added the number of media Placements each brand received in July. This is the number of posts, interactions, or articles related to a specific search query (i.e. brand, product, or event).

top 10 luxury watch brands voice mix

Looking at this data is all well and good, but what insights can we extract from our analysis? Are there any significant trends, tactics, and strategies being employed that your brand could adopt? Why are Omega, Casio, and Longines topping the rankings for MIV®?

Let’s take a look at some of the bitesize takeaways from our top 10 contemporary watch brands analysis.

top 10 luxury watch brands ranking

Contemporary Watch Brand Rankings

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Omega

So, it turns out that a large part of the brand’s success comes from the effective use of the Media Voice, in particular the Print Channel.

Let’s have a quick look at the data before we discuss how they effectively leveraged the Channel.

Omega secured 275 Placements with an overall MIV® of $1.72m, with Print accounting for 31% of its overall Media Voice Mix. To put that into perspective Casio, who finished second in the rankings, secured 56 placements and $188K in MIV® at just 3% of its Media Voice Mix.

However, what’s interesting is that $1.38m of that MIV® (80.2%) was secured on a single day – July 1, 2022.

Knowing that print magazines typically release their monthly edition on the first day of the month, Omega was able to prepare ahead of time, strategically securing global Placements in Esquire, Harper’s Bazaar, Gentleman, Chronos, and Vogue.

Omega top 10 luxury watch brand
This feature in Gentleman (IT) published on July 1 earned $89.3K in MIV®.

Casio

So Casio might not have leveraged Print in the same manner as Omega, but it still finished second in the overall rankings. In fact, looking at the Media Voice as a whole Casio finished first, earning $6.21m in MIV® (compared to Omega’s $5.57m MIV®).

By digging a little deeper we can see why…

Casio’s My Time campaign encouraged consumers to sign-up and participate in exchange for unique prizes signed by selected Japanese singers, actors, and other celebrities. It was an immediate hit.

The brand’s Owned Media Voice through a YouTube series earned $263k MIV®, with the inclusion of Celebrities and Influencers leading to coverage in Billboard Japan.

This effective recruitment of Celebrity and Influencer Voices, leveraged through Owned Media channels not only garnered MIV® in itself but led to significant Online Media coverage. This is an example of a well-executed, cross-Voice strategy campaign.

Vídeo: G-SHOCK MY TIME るな篇 : CASIO G-SHOCK

G-SHOCK <MY TIME>https://gshock.casio.com/jp/cp/my-time/MY TIME…ジブンらしく、挑戦し続ける人々とともに。たかが時計だけど、ここにいる。G-SHOCK「出演者のサインやシティバイク、体験ギフトなど豪華景品が当たるキャンペーン実施中!」 https://gshock.casio.com/jp/cp/my-time/email-cp/A賞 MYITIME出演者サイン入りグッズ・川口春奈サイン入りA3パネル ・SHIGEKIXサイン入りA4パネル ・chelmico サイン入りアルバム ・山下京之助サイン入りスケートボード ・森元流那サイン入り写真集 ・友沢こたおサイン入りA4パネル B賞 MYTIMEスペシャルグッズ・e自転車 MATE CITY 1名  https://mate-bike.jp/mate-city・選べる宿泊ギフト 厳選の宿  https://www.ringbell.co.jp/experience/dcatalog/yado100/?pNo=1・MYG-SHOCKカスタマイズ体験クーポン https://www.casio.com/jp/watches/mygshock/ 応募締め切り:8月31日 正午までぜひご応募ください!!!■Official Links (International – English)http://world.g-shock.com/asia-mea/en/■公式ブランドサイト (日本語)https://gshock.casio.com/jp/—ABSOLUTE TOUGHNESSA 10-year battery life, 10-bar water resistance and 10-meter dropping shock resistance. These were the three requirements of the “Triple 10” concept that led to development G-SHOCK’s shock-resistant structure. The rugged shape and robust styling originated with an engineer’s brief calling for an “unbreakable watch”. Since its birth in 1983, G-SHOCK has continued its unrestrained evolution while retaining its unique basic structure. Today, G-SHOCK continues to take up challenges beyond the limits of time and common sense. —強さは、さらなる高みへ。時計にタフネスという新たな概念を築き上げたG-SHOCK。すべては、落としても壊れない時計をつくるという開発者の熱き信念、当時の常識を覆す、無謀ともいえる挑戦から始まった。1981年、プロジェクトチーム・タフ結成。200を超える試作が繰り返され、約2年にも及ぶ歳月が費やされた。完成したのが、耐衝撃構造。タフの中核を担うテクノロジーの誕生である。以来、G-SHOCKは、終わりなき進化を続けてきた。構造、素材、機能。あらゆる面から、さらなるタフを追い求めて。そして今、そのあくなき挑戦、たゆまぬ努力が、3つの重力加速度に耐える強化構造、TRIPLE G RESISTに結実。さらに、あらゆる環境下での使用に応えるオールマイティタフの追求により、軽快かつ確実な操作性を叶えるSMART ACCESSの搭載を実現。どこまでも強く。その先の強さを目指して。G-SHOCK、その挑戦に終わりはない。—#GSHOCK #CASIO #TOUGHNESS
This My Time promotional video featuring Japanese actress Haruna Kawaguchi received $89.5k MIV®

Longines

When it comes to the Voices that watch brands like to activate, celebrities have always been popular.

Longines, recognizing this, was able to leverage the Voice to boost July MIV®. The reach of this particular Channel means that with just 3 single celebrity Instagram posts, the brand generated $1.15m MIV®.

However, it’s the brand’s strategic use of the Voice that catches the eye.

An interesting tactic employed was to maximize exposure by featuring at red-carpet events. For example, British actor Regé-Jean Page wore a Longines timepiece at the premiere of his new movie, The Gray Man, while Mikaela Shiffrin did the same at the ESPYs Awards.

Tissot

According to research from the  Luxury Watch Global Market Report 2022, Asia-Pacific is expected to be the fastest-growing region by the end of the year – something Tissot is well aware of.

4 out of its top 5 posts produced in July were by Asian Celebrities and Influencers, driving a total of $1.63m in MIV®.

Leveraging these Voices is a highly effective strategy in the region. Key Opinion Leaders (KOLs) wield an incredible amount of influence in the region, as their trusted authoritative voice can help brands shape consumer perceptions. 

So if you want to gain a competitive foothold, investing resources into Asian social media platforms such as Douyin and Weibo, as well as Instagram, is critical.

luxury watches

Contemporary Watch Market Asia

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Breitling

While Breitling has invested significant resources into maintaining its iconic connection with aviation, it’s actually the seas that brought it success in July. 

The campaign launch of its new, limited edition Superocean watch was led by a series of six YouTube videos featuring members of the Breitling Surf Squad. Three were released on July 1, creating a spike in Owned Media MIV® of $1.46m.   

Vídeo: Breitling | Superocean 2022 – Surfersquad

The Breitling Surfer Squad, made up of Kelly Slater, Stephanie Gilmore and Sally Fitzgibbons is back as the faces behind the new Superocean collection. The watch assortment includes the special-edition Superocean Automatic 42 Kelly Slater. Co-designed with the surf champion and limited to 1000 pieces, the watch features an eye-popping orange dial and a military-green rubber strap. The color scheme is inspired by a watch Slater’s dad used to wear surfing.  More about Breitling- Website: https://www.breitling.com/ – Instagram: https://www.instagram.com/breitling/ – Facebook: https://www.facebook.com/Breitling- LinkedIn: https://www.linkedin.com/company/breitling
The third video released as part of the YouTube-led campaign earned $242K in MIV® and 2,800,048 views.

Leveraging partnerships within the sports industry is an effective tactic we analyzed in detail in our 2022 Sports Event Sponsorship Report. Sports are associated with desirable traits such as high performance, efficiency, and general health and well-being.

This immediate, subconscious brand imagery association likely impacts a brand’s long-term revenue and sales. 

How to Benchmark Your Watch Brand

This report aims to give you a quick insight into some of the tactics and strategies the top 10 watch brands are currently leveraging to increase their MIV®.

However, to gain a proper understanding of how you stack up against competitors a tailored analysis specific to your brand is needed. It will help you maximize your brand value by fully analyzing the performance of each Voice within your campaign and measure performance by benchmarking key results against competitors.

If this sounds of interest, you can find out more below.

top 10 luxury watch brands ranking

Benchmark Your Watch Brand

Uncover areas to boost your brand performance and increase your industry ranking.

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