28th International Watch Marketing Day: back to basics
The Swiss watchmaking industry returned to its roots at the 28th edition of the Journées internationales du marketing horloger (JIMH), an event marking the opening of the 11th Biennale du patrimoine horloger at the Théâtre de L’heure bleue in La Chaux-de-Fonds, which attracted a large audience. This year, the JIMH went back to basics with the theme “The fundamentals of watch marketing”, offering industry professionals an in-depth look at the pillars of this sector, from brand strategy to distribution, design and innovation.
The meeting brought together personalities such as Jacky Épitaux (Rudis Sylva), Sébastien Ischi (Tissot), Michaël Kamm (Trio), Zian Kighelman (Horlyne) and Xavier Perrenoud (XJC), all keen to share their vision of watchmaking that combines tradition and modernity. Maria Bashutkina, President of JIMH, emphasized the need to refocus on fundamentals in times of change, reminding participants that “getting back to basics means giving meaning to marketing actions, and reminding us of the importance of tradition and innovation in a constantly evolving market”.
Alain Ribaux, State Councillor for the Canton of Neuchâtel, emphasized how these essential elements are “the backbone of any strategy. For 300 years, watchmakers in Neuchâtel have been shaping time with precision. Watchmaking is more than an industry, it’s a heritage. This point was reinforced by a presentation from François Courvoisier, Honorary Professor at the Arc School of Management, who spoke of the difficulties many brands face in getting directly in touch with their end consumers, due to their extensive distribution channels. In his view, better control of these networks through specific market research would enable brands to better understand their end-customers and improve their strategic decisions.
At the heart of the discussions was the challenge of transparency and traceability of materials. Horlyne’s Zian Kighelman shared his experience, stressing the importance of responding to new constraints, such as the traceability of gold, or the debate surrounding cultured diamonds, noting that “a cultured diamond is still a real diamond, it’s the origin that’s different”. Brands are thus faced with new strategic choices to meet the ethical and environmental demands of their customers.
The customer experience at the point of sale also plays a crucial role in building a relationship of trust. Tissot’s Sébastien Ischi stressed the importance of direct, immersive interaction with the public, explaining that “the point of sale brings the brand to life”. Thanks to ephemeral boutiques and customer data, Tissot personalizes each experience, making the brand more accessible and engaging.
The aesthetic evolution of products through design requires consistency over time. Xavier Perrenoud of XJC asserts that you can’t design an icon, but use the brand’s coherent foundations to hope that it will become one. To anticipate trends, you need to be in touch with the brand’s heritage, to know where it comes from.
Jacky Épitaux, from Rudis Sylva, explained that the value and therefore the selling price of a top-of-the-range watch derives from the painstaking work of many people, mainly in his case craftsmen such as engravers, guillocheurs and enamellers. And behind them lies the storytelling of a region’s watchmaking tradition going back over 400 years.
Michaël Kamm, CEO of the Trio agency, discussed new trends in communications, in particular the use of artificial intelligence to enrich visual campaigns and create more immersive experiences for consumers. By integrating these technologies, brands can now offer watchmaking marketing that is both innovative and deeply rooted in its heritage.
This edition of the JIMH marked a return to basics, while underlining the importance for Swiss watchmaking to continue evolving. By reaffirming the fundamentals of marketing, it paved the way for an industry that combines tradition and modernity, where each watch becomes the expression of a unique and timeless savoir-faire.