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Pingtsai's thought-provoking post examines Bulgari's strategic acquisition of Gerald Genta and Daniel Roth, questioning the target audience for these new high-horology watches. The author explores whether Bulgari aims to attract existing Genta/Roth connoisseurs or leverage its vast luxury consumer base. This discussion provides valuable insights into brand repositioning and market dynamics within the luxury watch industry.
Ever since the announcement by Bulgari of the "partnership", the reception by watch enthusiasts on this forum and elsewhere have been skeptical and hesitant for the most part and nervously hopeful at best....and understandably so. There have been talks about logos being too big, too visible, or too many, marketing efforts and staff. Recently, someone intuitively questioned, "Would people buy a grand sonnerie by Bulgari?" Well, probably not if they know of AP's, FPJ's, Patek's and especially of Gerald Genta's original one. Let's all be frank, getting Daniel Roth and Gerald Genta fans and people who are aware of their greatness to even consider the new DR/GG watches is not impossible but certainly a major uphill battle. For Bulgari to even consider taking on this feat is a bold maneuver on their part...which leads me to consider an alternate perspective, something I've thought about for months now.
Who is Bulgari really hoping to sell to? Certainly, there are numerous individuals out there with deep pockets who want something that very few other people have, something that looks a little different. They are part of the luxury adorning mass market that Bulgari appeals to. Perhaps they wear Bulgari cologne, have bought Bulgari jewels or a BVLGARI BVLGARI watch for their loved one. For these individuals, spending tens of thousands of dollars on a Gerald Genta watch which they've never heard of before seems a little risky. But doing it for a Gerald Genta by Bulgari watch offers a familiarity and comfort level that might not have otherwise been felt with the original GG. To them, it will just be the "ultra premium line." And the pool of existing customers and people aware of their name for which Bulgari can dip into is vast.
(Picture by foversta)
As mentioned in previous threads, staff education will be key for Bulgari to be successful with these new lines. However, I don't believe that they need to be horological experts. They simply need to know what makes the GG and DR watches "special", know the specs and be able to convey that.
What do you think will be easier? Selling to old DR/GG fans and watch connoiseurs or selling to individuals in the Bulgari fanbase? It's pretty obvious that these two groups are, for the most part, not the same .
***As a sidenote: I just want to mention that everyone is free to express whatever opinion they have whether positive or negative or neutral on this forum. It is welcomed and valued and what makes the experience of participating on the site worthwhile.
This message has been edited by pingtsai on 2010-03-06 09:22:37
"Selling to old DR/GG fans and watch connoiseurs or selling to individuals in the Bulgari fanbase" I really can't see no one except nouveau riche as target Connoiseurs of DR/GG - can't really imagine that Bulgari fan - can't really imagine this (talking about genuine fan) :0) just my 2HRK Best Damian P.S. I bet that in Bvlgari boutiques and retailers all over the world salesman hear at least 10 times a day .... and can you please tell me what this writing under Bvlgari on the dial means .... Thi
Very good analogy Ping, while WIS is a small crowd, its a crowd where AP/PP/FPJ r relatively common & popular. To me, if a non-WIS wants something fashionable with decent movement, a Bulgari with DR/GG inside gets the best of both world. Even better through that little DR/GG print on the dial we may allure more pp into the wonderful world of horology! i really like the current revised Diagono line as its bold & very well made. my best wishes to bulgari & may their pieces be as exciti
Why do I say this? Because GG designs are generally not mass market designs with universal appeal. And cause of this, customer base is limited. For DR watches, the main obstacle for potential customers was the high starting price points. This is why I believed DR would make its break out into the masses when it debuted its sporty Endurer line, of which never was released to the market Now to your question on who it will be easier to sell to - DR/GG fans or Bulgari customers - I'm hesistant to sa
What I don't get is... Why do you think GG/DR fans will be put off simply because of the Bulgari name on the dial? I mean...a lot of watch enthusiasts have no problem wearing a L.U.C watch even though the dial spells Chopard (who is basically a Jeweller, just like Bulgari!) Thanks in advance, -Faisal
because they bought the watch because it was a watch from GG or DR, not branded as a Bulgari. Let's say for example Ferrari owns Porsche. Porsche isn't doing so well financially so Ferrari integrates Porsche cars into the Ferrari line-up, and then brands the Porsche cars as "Ferrari Collection Porsche". There are many die-hard Porsche fans that some may lose interest in Porsche if the Porsche cars are now branded as Ferrari. Those are the customers you may lose as a result. However, you will pro
As i ll be really surprised that a potential, even die-hard bulgari buyer get put off with little DR/GG on the dial knowing its assurance of high horological movement. this is really interesting phenomena that i don't observe with Montblanc featuring Minerva inside. cheers, Ed~
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