SIHH Watch Fair really do well?

SIHH Watch Fair really do well?

Beginning in 2009, the Luxury Watch & Jewelery brand under Richemont began to break away from the annual Basel Watch Fair in March and held the more upscale SIHH in Geneva. Since then, media, distributors and retailers worldwide have had two trips to Switzerland each year.

The emergence of SIHH shows the Swiss watch industry's unlimited confidence. The purpose of self-reliance is to distinguish and seize the market. Moreover, retailers are happy to attend the meeting, a large number of orders. Prior to this year, Vacheron Constantin's large-scale layoffs took place, and most of the cuts are professional watchmakers who have long been regarded as the brand's most important resource. Under the condition of economic downturn, other brands are also facing the most serious situation in 2009.

So what kind of message will SIHH bring to the market today? First, the commercial impact is inevitable because the shrinking global retail of watches and clocks is full, especially in high-end products. Therefore, retailers will consider whether they have attended two exhibitions of watches and clocks necessary.

Low-priced products will be more close to the market demand, while the Basel watch show led by Swatch concentrated thousands of watch factory, the more popular products there an array of, so watchmakers really need to go to Geneva ? Of course, the production volume is also decreasing. There is also a need in the global market. SIHH exhibitors also have their own self-operated stores all over the world, which can guarantee a certain supply of customers and sales, so the business can still be adjusted. But I think the main point of observation, or look at the brand push products this year, what exactly is the price.

Of course, the window in the exhibition hall certainly is a high-priced masterpiece. However, the product that can actually maintain the business volume of customers and the brand that enables the brand to go on its business will inevitably be more popular style and moderate price. For example, the focus of all nations is on the price of a larger series of pilot pilots, Montblanc has given up the high ambition to return to the level of the 4810 double flying stylus steel stopwatch. Earl main push light jewelry women's ready to wear styles such as the Limelight series. High-end, such as Lange, Vacheron Constantin, love them, but also to see the former dominated by the tourbillon landscape.

SIHH 2017 is difficult and embarrassing. Because, the reality is that it is hard for SIHH to distinguish itself from the Basel fair. In the eyes of downstream retailers, sales are the problem. Store rent, personnel fixed costs on the front, so can often sell is a good brand.

Before the launch of SIHH, Richemont Group launched an unprecedented sale of consignment measures. Athens introduced its long five-year warranty service in the hope of continuing retailers' support and maintaining its market share. However, this will not be effective because the continued high spending power is not the mainstream in recent years. Therefore, even if SIHH added nine exhibiting brands and opened its doors to the masses this year, it will not change fundamental changes in the market. So, for Richemont as a listed company, is SIHH necessary to maintain? If the product line and price go the public route, then the brand positioning will be harmed, but if it is self-respecting, these brands will return to a small company, a small business.

Perhaps this is the essence of high-end watches business, but also the reason guests pay, in the past is actually the wrong way.

This article is reproduced, does not represent the world position of million table.

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