SIHH 2010:The Haute Horlogerie under the WorldWatchReport's magnifying glass

January 2010

Carried out by Luxury Digital Marketing Firm IC-Agency in partnership with Europa Star and with the support of the Fondation de Haute Horlogerie, the WorldWatchReport 2010 is the exclusive watch making market study deciphering the online demand for 25 luxury watch brands.

Here are the main trends highlighted by the study and first uncovered for the Salon International de Haute Horlogerie SIHH 2010. 

Increase of Haute Horlogerie

The global search volume linked to the 10 Haute Horlogerie brands increased by 14% compared to 2008. An encouraging sign showing the interest for exclusive products with an average value above CHF 15'000, despite a difficult economical context.

The most searched for Haute Horlogerie models

Among the 120 models analyzed in the«  Haute Horlogerie » category, the three most popular ones are:

Jaeger-LeCoultre “Reverso” (8.2%)
Audemars Piguet “Royal Oak” (7.1%)
IWC “Portuguese” (6.3%)

Watch ambassadors

Adding India to the study's scope results in Audemars Piguet and Sachin Tendulkar leading the ranking of the most searched for “Haute Horlogerie” brand ambassadors. Indeed, more than 1 out of 2 searches (55%) concern the famous cricket Indian player, pushing the 2008 number 1 Jaeger-LeCoultre and actress Diane Kruger to the second place.

BRIC markets

Demand coming from Brazil, Russia, India and China already account for more than 12% of global searches for prestigious watch brands.

8th export market according to the FHS (Jan-Oct. 2009), China alone accounts for 38% of the demand coming from the BRIC markets, followed by Brazil, Russia and India with 28%, 20% and 14% respectively.

The social network Facebook

More than 300'000 people already subscribed to the Fan Pages of the 25 watch brands, a 440% increase in the number of watch enthusiasts over less than one year.

The 6th edition of this market deciphers queries entered into search engines throughout the Internet from millions of prospects for 25 luxury watch brands. The survey covers 10 key markets, including – for the first time - BRIC markets Brazil, Russia, India and China as well as the top export markets United States, Japan, the United Kingdom, Italy, France and Germany.

More information on

Source: IC-Agency