Watch Community Engagement Discussion — WatchProSite Forum Digest

this_hobby_of_hours · 2024-08-27T17:34:38Z

Explore the debate on luxury watch brand engagement. this_hobby_of_hours argues for inclusive community building, while patrick_y defends traditional VVIP events. Discover insights on fostering loyalty beyond the transaction.

this_hobby_of_hours

WPS member · Horological Meandering forum

70 replies12179 views1 photos

In a thought-provoking post, this_hobby_of_hours challenges the traditional approach of Swiss watch brands to community engagement. He argues that the industry often misses the mark by focusing solely on VVIP events, alienating a broader base of collectors. Drawing parallels with the music industry, this_hobby_of_hours advocates for a more emotionally connected and inclusive engagement strategy, suggesting that genuine interaction, rather than exclusive dinners, fosters long-term loyalty and sales.

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Friends,

This is an excellent video to watch.

The importance of brand engagement with the community and how many Swiss brands “just don’t get it”.

I found it interesting to hear of the possible parallels between the music industry and the watch industry. How the music industry understands so well that there has to be an emotional connection between performer and fan.

For the music to sell, fans must feel the connection with the performers. Via the concerts. Via the music playing in clubs. Via the groupies. Via the little stories of the star performer being playing with her pets.

Think of Taylor Swift. Even if you don’t listen to her music, you can see how much she loves her fans and makes every effort to recognize and engage with them.

Right now, many brands in the Swiss watch industry leave it all to the ADs to arrange white tablecloth dinners with VVIPS and think that this is community engagement.

Noooooo 🤦🏻‍♂️

What they fail to realize is that this often only alienates more mainstream collectors that are NOT invited.

Watch collecting is not just about the watches. It’s about the friendships made with fellow collectors. The joy of sharing and hunting for grail pieces. It’s the community … long term … duh 🙄

Pizza and a beer is fine. No need fancy fancy. Manhnif us are wah last fancy fancy and treasure the company more than anything else.

Swiss executives need to start community engagement strategies where they are visible to speak, laugh and be real with collectors. Share the passion and share it often.

The sales will come naturally.

Thoughts? 🤝

Image This message has been edited by cazalea on 2024-08-27 19:56:17

Key Points from the Discussion

The luxury watch industry fundamentally differs from the music industry; watches are personal luxury items, not mass-consumable products, and brands are not obligated to provide daily updates or extensive post-purchase engagement beyond the transaction.
While acknowledging logistical differences, the core problem of collector detachment and the need to bridge the gap between brands and consumers remains, a challenge the music industry has successfully navigated despite its own complexities like piracy and market noise.
Exclusive, high-cost events for a select few may not be a sound return on investment for brands, especially when considering the vast number of collectors globally and the limited impact of inviting 'buy-once' customers.
Watches are more than mere 'objects'; they hold deep emotional and personal significance, representing life milestones and connections, and brands that prioritize short-term ROI over fostering long-term loyalty miss this crucial aspect of the collector experience.
Brands often avoid casual events like 'pizza and beer' gatherings because they can dilute the luxury perception and brand image, preferring smaller, more focused interactions that align with their high-end positioning and sales objectives.
There is a growing recognition among ADs and brands of the need for innovative, inclusive engagement, especially to attract younger generations like Gen Z, who may prefer casual settings and influence family purchasing decisions, even if they aren't immediate high-horology buyers.

The Discussion

enjoythemusic

Aug 27, 2024

Humans tend to be Tribal.

Join the Tribe that brings you the most joy. Others, who are inquisitive / perhaps not as happy, see happy Tribe members and.... More Happiness.

this_hobby_of_hours

Aug 27, 2024

Agree 💯

Swiss brands need to support and foster tribes. And then engage with the tribes. Max from MB&F even calls the fans “The Tribe”. 🤝

enjoythemusic

Aug 27, 2024

Max calls it a Tribe....

Good to know, and a great guy too []~(￣▽￣)~*

Marc_I_Do_Not_Use_this_Account_Anymore

Aug 28, 2024

Max listens and engages sincerely ....and this makes all the difference

Many Swiss CEOs just don't have the personality for these sort of things and that is fine ... they need to get folks on the management team that are cut out for executing community development strategies. I feel like Swiss brands executives overthink things and also rely on ADs too much. They can always approach the various in-country fan watch groups that are run by collectors and arrange informal meetups. I run the GP Laureato Fan club group for example ... zero support from the brand. We do i

indignantdenial

Aug 27, 2024

Just so.

I've never been invited to anything and being a "part of" the brand seems almost impossible. It's really too bad because I like meeting other knowledgeable collectors: there are events outside of the brands that allow for us to connect. But there's never been a "Blancpain Enthusiasts' evening" in my town, to my knowledge. Same with Breguet, Sinn, Nomos, Omega, etc. no one seems to want to make an effort to host worthwhile events, lest you join a club like RedBar which tends to be exclusive, stuc

cazalea

Aug 27, 2024

"Clubs are a drag," he said

I completely agree. I just don't fit in with the Hodinkee and RedBar crowds. However I will also say that I don't want my Watchmakers to be gregarious party animals. I expect them to be at the bench, early the next morning, sober and serious, putting together my next watch (either theoretically in their head, or physically on the bench). Of course I have met enough of them to know this is true of some, but not all. The advantage of this "online club" is you can get to know people well, but not t

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