MTF[PuristS]
13383
Waxing lyrical?
Apr 30, 2015,03:36 AM
Bill,
I think that simple extra flat watches are exempt from exclusivity by one brand. Thus the Vacheron & Constantin and JLC shown are not copies of each other. That would be proof of convergence in evolutionary terms. We've seen similar from Piaget, Omega, Tissot, Longines etc. At one time, all watches looked like that and the only difference was the logo.
For specialised watches like the world time, there is no doubt that the Lambert projection was introduced by Vacheron &Constatin before Montblanc but do we know if it was used by any others before them? The Montblanc is easier to read by omitting the non-compliant countries with partial hour time offsets from UTC.
As an aside, I think those countries are silly to ignore the concepts of 'universal' and 'coordinated'. Tin pot republics. Ridiculous!
Back to your question, I think the Montblanc will scavenge market share from VC because that is the positioning of that product: "affordable luxury".
Three years ago, Montblanc unified their marketing playbook so that their product/position/pricing is weighted to the high middle and above demographic. They are masters are serial sales viz. once you buy a Montblanc limited edition pen or leather wallet, you always need another one
If I wanted to buy my first mechanical world timer, the steel Montblanc would be a strong contender.
To your question about Richemont Group New Product Committee to prevent fraticide, its very blurry. The handful of senior executives whom I've asked, always say "No" and that they design what they like. They always say their fellow brands make good stuff too but its the customers' choice or brand loyalty that determines sales. On the other hand, there are overarching Super-Directors who look after sub-divisions of Richemont brands so they must see the big picture of who is doing what for years to come.....
At one time, the Group proudly advertised that one Group centralised manufacture made movements or ebauches for the Group but now they don't promote that because the current fad is for "all in-house", however you define that. One brand is rebuilding their home capacity and recalling their personnel home so they can do everything at one address again.
We think we have choices and differentiated brands.
As long as the customer believes in any brand and buys, it all goes to the Group pot.....bottom line.
Regards
MTF
This message has been edited by MTF on 2015-04-30 06:54:49