I. The Products
- Historical Overview
- Scope of the Report
- From Clocks to Watches
- Advances Leading to the Development of the First Watches
- Early Miniaturization
- Jewels Improve Function and Accuracy
- The Birth of Electronic Watches
- The Quartz Crystal Watch
- The Japanese Invasion
- Hong Kong Hops to It, Followed by Mainland China
- For the Swiss, a Decade of Trouble and Change
- Good Times Again for the Swiss
- Types of Watches
- Two Systems Power Watches
- Mechanical Watches
- Quartz Electronic Watches
- Two Types of Display Faces: Analog and Digital
- The Quartz Analog Watch
- The Quartz Digital Watch
- Some Types of Watches
- Watches that Perform Additional Functions
- Prices Vary Considerably
- Product Categories
- Four Major Market Segments: Mass, Middle,
Upper Middle, and Luxury Market
- Mass Market Watches (Less than $50)
- Mass Market Subsegments
- Fun Fashion Watches
- Sports Watches
- Character and Sports Logo Watches
- Middle Market Watches ($50-$299)
- Upper Middle Market Watches ($300-$999)
- Luxury and High Luxury Market ($1,000-$5,000 or More)
- Government Regulations
II. The Market
- Overview of World Watch Production
- Precise Figures Vary with Source
- Japanese Sources Indicate Stagnant World Watch Output
- [Table] World Watch Production: By Country (1991-1994)
- Swiss Production Figures Higher
- [Table] World Watch Production: By Type (1988-1994)
- Effect of Recession, Strong Yen, and Swiss Franc
- Product Types Produced
- Japan Is the Leading Watch Producer
- [Table] Worldwide Production of Watches and
Movements: By Country and Type (1994)
- Hong Kong in Second Place
- Swiss Garner Biggest Production Percentage Increase
- [Table] Share of Unit Output and Dollar Value of
- Swiss Watch Exports: By Materials (1994)
- U.S. Imports
- Note
- Watch Imports Estimated at 240.5 Million Units in 1995
- [Table] U.S. Watch Imports: By Units (1990-1995)
- 1995 Dollar Value of Imports Estimated at $2.05 Billion
- [Table] U.S. Watch Imports: By Value (1990-1995)
- Import Figures Are Misleading
- Definition of Gray Market
- Changes in Unit Value of Imports in 1994
- Watches with Precious Metal Cases Decline in
Unit Volume but Increase in Value
- Watches with Nonprecious Metal Cases Decline
in Units but Increase in Value
- Quartz Analog Watch Imports Increase Their Lead
- Japan Leads in Import Dollar Value, Followed by Switzerland
- [Table] Dollar Value of Watch Imports: By Country (1993 vs. 1994)
- China Leads in Import Unit Volume
- [Table] Unit Volume of Watch Imports: By Country (1993 vs. 1994)
- Retail Market Size and Growth
- Note on Methodology—Two Ways to Measure Size
- 1995 Sales Estimated at $5.81 Billion
- Sales Increased 18% from 1991 to 19955
- [Table] Retail Dollar Sales and Growth of Watches (1990-1995)
- Unit Sales Increased 10.8% from 1991 to 1995
- [Table] Retail Unit Sales and Growth of Watches (1990-1995)
- Mass Market Retail Sales Near $2 Billion in 1994
- [Table] U.S. Retail Unit and Dollar Watch Sales:
By Market Sector (1994)
- Middle Market Retail Sales $ 2.1 Billion in 1994
- Upper Middle Market Retail Sales $800 Million in 1994
- Luxury Market Retail Sales Hit $900 Million in 1994
- Factors in Future Market Growth: Overall Watch Market
- Growth Tempered by the Recession
- The Threat of Inflation
- Lower Labor Costs in the Asian Rim
- China Increasing Production
- Technological Changes
- Demographic Factors
- GATT
- What About the Gray Market?
- Expanding Distribution Channels
- More Watch Marketers Go Retail
- Throw-Away Watches
- Multiple Watch Purchases Growing
- The Advertising Battleground Heats Up
- The Rebirth of High-End Swiss Mechanicals
- Projected Market Growth
- Retail Sales Could Hit $6.4 Billion by 2000
- [Table] Projected Dollar and Unit Sales and
Growth of Watches: 1995-2000
- Favored Growth Segment
- [Table] Projected U.S. Population Growth:
By Age Group (1993-2005)
- Market Composition
- Sales by Market Segment and Price
- [Table] Estimated U.S. Retail Volume and
Value of Watches: By Market Segment (1994)
- Sales by Product Type
- [Table] Retail Unit Sales: By Product Type (1994)
- Sales by Retail Outlet
- Fun Fashion Watches Blur Traditional Boundaries
- Department Stores Are No. 1
- Sales by Season
- Sales by Region
- [Table] U.S. Watch Sales: By Region (1994)
III. The Marketers
- The Marketers
- Hundreds of Marketers, Few Dominant Brands
- Several Types of Marketers
- Multibrand Marketers
- Timex Dominates the Mass Market
- Japan's Seiko and Citizen Still Strong in Middle Market
- Swiss Fashion Brands Control the Upper Middle Market
- Swiss Brands Define the Luxury Watch Market
- [Chart] Leading Watch Marketers and Their Brands:
By Market Segment
- Marketer and Brand Shares
- Special Note
- Watch Purchases by Price
- Timex Is the Leading Brand
- [Table] Watch Purchases: By Brand
- Competitive Situation: Mass Market
- Timex Dominates
- Swatch Losing Its Grip on the Fun Fashion Category
- The Night Light Craze
- Character and Sports Logo Watches
- The Rugged Look Strong in Plastic
- Competitive Situation: Middle Market
- The Japanese Dominate, but Hong Kong and Swiss Invading
- Seiko Once Clearly Dominant, Losing Share
- Fashion, the Fastest Growing Category
- A Formidable List of Designer Watches
- The Swiss Attack the Middle
- High-Tech Competition Heats Up
- Competitive Trends: Upper Middle Market
- Swiss Big Three Dress Brands Capitalize on Market Gap
- Other Swiss Brands Play Follow the Leader
- TAG Heuer Leads Swiss Sport Watch Parade
- Other Niches
- Competitive Trends: Luxury Market
- Swiss Brands Own the Market
- Rolex Dominates the U.S. Luxury Market
- Mechanicals the Big Five Market Gainers
- The Patek Philippe 150th Anniversary Watch
- Rolex Cuts Distribution
- Counterfeiting: Can It Be Stopped?
- Company Profile: Bulova Watch Corporation
- Company Profile: Casio Computer Company
- Company Profile: Citizen Watch Co.
- Company Profile: E. Gluck Corp.
- Company Profile: Fossil Inc.
- Company Profile: Hattori Seiko Corporation
- Company Profile: North American Watch Corporation
- Company Profile: The SMH Group
- Company Profile: TAG Heuer
- Company Profile: Timex
- Company Profile: Vendome Luxury Group
- Marketing Trends: Overall Market
- In-Store Boutiques
- More Marketer Retail Stores
- Stepped Up Advertising
- Sports Sponsorship
- The Expanding Fun Fashion Trend
- Bezels, Straps, Packaging, Gifts with Purchase
- Marketing Trends: Mass Market
- Multiple Purchases Encouraged
- Marketers' Multiline Strategies
- Marketing Trends: Middle Market
- Price Competition Heats Up
- Sector's Videotape
- Marketing Trends: Luxury Market
- Sports Sponsorship Growing
- Boutique Presentations
- Affordable Luxury
- Distribution Trimming
- Price Increases and the Demise of Keystone
- General Product Trends
- 10 Trends Spotted at Basel in 1995
- Product Trends: Mass Market
- Seeing the Light
- Character and Sports Logo Watches
- Unisex Watches
- Multifeatured High-Tech Chronos and Timers Proliferate
- Product Trends: Middle Market4
- The Mechanical Watch Reborn
- High-Tech Hits the Middle
- Workmanship, Quality, Value
- The Limited Edition Watch
- Product Trends: Luxury Market
- Look to the Past
- The Interwar Years Renaissance
- The Steel Invasion and the White Wave
- The Gender Shift
- The Top Luxury Marketers Stay Upmarket
- Measured Advertising Expenditures
- $109 Million Spent on Measured Advertising in 1994
- 54 Watch Companies Advertised 99 Brands in 1994
- Six Companies Account for Two-Thirds of All Advertising
- Mass Market Advertising Dominated by Timex and Swatch
- Middle Market Advertising led by Citizen and Seiko
- Rolex the Largest Advertiser in the Luxury Market
- Magazines the Most Popular Medium
- The Major TV Advertisers
- Casio Barters for Media
- [Table] Leading Watch Advertisers: 1993-1994
- Advertising Positioning
- A Variety of Positioning Themes Used
- Many Luxury Market Ads Feature Retailer Logos
- Luxury Market Advertising Themes
- Middle Market Advertising Themes
- Mass Market Advertising
- Consumer Promotions
- Sports Sponsorship
- High-End Watch Tours
- Other Common Promotions
- Trade Advertising and Promotion
- Much Trade Advertising Duplicates Consumer Ads
- Mass Market Trade Promotions Are Standard
- Sector's Unique Retail Tie-In Promotion
IV. Distribution and Retail
- Distribution and Retail
- At the Retail Level: Jewelry Stores
- Watches Can Be Profitable
- The Importance of Brand Name
- Type of Watches Sold
- Prices Range Widely
- Vendor Support Important
- Inventories and Brands Vary
- Jewelry Store Retail Markups
- Turnover
- At the Retail Level: Department Stores
- Fashion Watches Ticking Along
- Name Brands Dominate Assortments
- Most Retail for Less than $100
- Fixturing and Location Within the Store
- Gift with Purchase
- Turnover and Gross Margins
- At the Retail Level: Discount Stores
- Discount Stores Are the Leading Outlet
- Price Ranges Moving Up
- Outdoor and Rugged Looks Take the Spotlight
- Trade-Up Models Improve Margins
- Display Space Expanding
V. The Consumer
- The Consumer
- Note
- One Out of Five Purchased a Watch in the Previous Year
- Three Out of Four Spent Less than $75 for Their
Last Watch Purchase
- Dial Face Watches Surpass Digitals
- Digital versus Dial Face Watch Use: By Gender
- Those Most Likely to Purchase a Watch
- Those Most Likely to Purchase a Watch for Themselves
- Those Most Likely to Purchase a Watch for Someone Else
- Those Most Likely to Purchase a Digital versus a Dial Face Watch
- Consumer Watch Purchase Preferences by Country of Origin
- G.Q. Survey Reports Men's Watch Purchase Attitudes
- G.Q. Respondents Giving Watches as Gifts
- [Charts] Demographic Characteristics:
- Favoring Purchase of a Watch in the Past 12 Months
- Favoring Purchase of a Watch for Self in the
Past 12 Months: By Price
- Favoring Purchase of a Watch for Someone Else
in the Past 12 Months: By Price
Appendix I: Tariff Schedule
Appendix II: Consumer and Watch Advertising
- Luxury Watch Ads
- Middle Market Watch Ads
- Mass Market Watch Ads
Appendix III: Addresses of Selected Watch Marketers
