Chopard Tops Word of Mouth Index for Luxury Watches in China

by swisscham in Culture & Society

The watch industry is more reliant on digital than ever before as Chinese consumers take to their phones to research their wristwear. Digital Luxury Group released a tool that measures brandsÕ traction on Chinese social media just in time for Swiss watch show Baselworld 2018. The rankings on DLGÕs ÒChina Word of Mouth IndexÓ are updated daily to reflect a watch brandÕs word-of-mouth performance on WeChat, Weibo, and Baidu. The score is calculated based on the percentage of posts about luxury watches that mention the brand. Chopard, ranked number one, took more than 16% of the Òshare of voiceÓ across the three platforms during the opening day of Baselworld. On WeChat alone, Rolex was ahead, with more than 25% of posts about luxury watches referencing the brand. Longines and Omega came second and third in the WeChat rankings, with 13% and 11% respectively. While social media plays a major factor in watch brand marketing in China, Swiss watchmakers are also seeing a major shift in the composition of traffic coming to their official websites. Chinese consumers have surpassed those from the United States as the largest group of visitors, making up 21% of the total traffic.

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