The U.S. Market for Watches and Clocks, 6th Edition

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Published Feb 1, 2004 | 310 Pages | Pub ID: LA923648

Special Offer. Now 25% off the original price of $3000.
Selling time, or rather, the watches and clocks that measure it, is a $8.9 billion business. As the economy recovers, watch/clock marketers are feverishly innovating, licensing fashion brands, and styling for every possible taste. Rivals at all levels are realizing that it now takes more than good old fashioned merchandising to stand out from the vast herd of watches. And clock marketers are seeking to break their dependence on the cyclical fortunes of the broader home furnishings category. In Packaged Facts’ new report, The U.S. Market for Watches and Clocks, busy execs will find what they need to defeat the commodity nature of this retail-driven industry: Historical sales, forecasts to 2008, societal and marketing trends, and Simmons demographic data are all presented in Packaged Facts’ unique, well-organized format of in-depth analysis. The strategies of several marketers, from Timex to Rolex, Gillette/Braun to LVMH, are examined in detail.

Packaged Facts has been tracking the U.S. watch market since 1995, and in this, the 6th edition of the report, we broaden the scope to include the market for clocks. This reports covers time-keepers at all levels, from the inexpensive casual watches to high-end, luxury items. Also new to this report are two separate discussions of the sports watch and children’s watch markets.

Report Methodology
The information in The U.S. Market for Watches and Clocks is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the watch/clock market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

What You’ll Get in this Report
The U.S. Market for Watches and Clocks makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Watches and Clocks offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream time-keeper marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies (including mass marketers, supermarkets stores and drug stores)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the watch/clock market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for watches and clocks, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for watches and clocks based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for watches and clocks.
  • Research and development professionals stay on top of competitor initiatives and explore demand for watches and clocks.
  • Advertising agencies working with clients in the watch/clock industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • Scope of This Report
  • Market Size and Growth
    • Watches and Clocks Valued at $7.4 Billion in 2003
    • Watch/Clock Sales to Tally $8.6 Billion in 2008
    • Table 1-1: U.S. Retail Dollar Sales of Watches and Clocks, 1998-2003
    • Watches/Clocks on Uptick As Economy Stirs
    • Watches Still Account for Lion’s Share of Dollars
    • Table 1-2: Share of U.S. Retail Dollar Sales of Watches and Clocks, 1998-2003
    • Imports Account for Half of U.S. Watch/Clock Retail Dollars
    • Watch/Clock Imports at $3.7 Billion in 2003
    • Watch/Clock Exports at $207 Million
    • Table 1-3: Value of Imports and Exports of Watches, Clocks, and Parts, 2002-2003
    • Clock Radios Account for a Quarter of Clock Dollars

  • Factors in Future Growth
    • Can the World Get Any Busier?
    • But Cell Phones Tell Time, Too
    • Retail Scene Tough, But Fashion Accessories on a Roll
    • Some Cyclical Sales Behavior: Mass and Luxury Are Best Protected
    • Boomers Throw Out the Kids
    • Teens/Tweens Increasingly Targeted
    • Table 1-4: Projected U.S. Population, by Age, Featuring Baby Boomer and Teen/Tween Brackets, 2003-2010
    • Sports Folk
    • Boosting Clocks: Household, Home Improvement, Homebuilding Trends
    • Table 1-5: U.S. Households, Expenditures for Improvement/Repair, 1970-2020
    • Clocks for Kids a Growing Segment

  • Consumer Advertising Expenditures
    • Watch/Clock Marketers Spend a Tiny $155 Million in 2002
    • Rolex Leads Top Five Watch Advertisers
    • Only Two Clock Marketers Spend Over $1 Million to Advertise

  • Watch Marketer Shares
    • Special Note: It’s Share of Watch Consumers…
    • Timex the Watch Brand Leader, by Far
    • Fossil, Seiko, Citizen Lead Second Echelon
    • Rolex the Luxury Leader

  • Watch Product Trends
    • Big Cases, Big Faces
    • An Emphasis on Precious Materials - for Cheap
    • Licensing for Luxury Watches
    • Fashion-Name Watches
    • Tonneaux Watches
    • Straps Upon Straps
    • Sports and Kids’ Watches

  • Clock Product Trends
    • Tech 20
    • Clocks as Decor
    • Metal 21
    • Kids’ Clocks

  • The Competitive Situation
    • Watches: Navigating a Commodity Market
    • Clocks: Whole Different Markets in Which to Compete
    • Clock Industry Consolidation More of a Refocus
    • The Strong Foreign Presence

  • At the Retail Level
    • Some Marketers Are Retailers, Too
    • Specialty and Department Stores Lead Watch Sales
    • Watch Margins Typically in 25%-55% Range
    • Most Jewelers Sell Watches
    • Clock Margins

  • The Consumer
    • Over 71 Million Adults Bought Watches
    • More Women Purchase Watches Than Men
    • Three Quarters of Watch Purchasers Buy for Selves
    • No Surprise: Mass-Priced Watches Have Largest Consumer Base
    • But Mid-Market Watches Are Also Very Popular
    • Despite Influence, Upper-Mid and Luxury Audiences Are Tiny
    • Table 1-6: U.S. Watch Purchasing by Price Segment, 2003
    • In Overall Watch Purchase, Middle Agers, Women Stand Out
    • Watches for Oneself: Divorced Persons, Blacks Are Key
    • Watches as Gifts: Affluence, Families Encourage Purchase
    • Clock Radios Owned by 116 Million Adults
    • Clock Radios Recently Purchased by 10 Million Adults
    • Factors in Clock Radio Ownership Suggest Affluence
    • Affluence, Youth Mark Clock Radio Purchase
    • Table 1-7: Demographic Characteristics Favoring Purchase of Watches, 2003
    • Table 1-8: Demographic Characteristics Favoring Ownership/Purchase of Clock Radios, 2003

Chapter 2: The Overall Market

  • Scope of This Report
  • Two Focus Chapters: Sports Watches and Kids’ Watches
  • Categories Oriented to Other Industries
  • Market vs. Category vs. Segment
  • Mass Retail Channels
  • Combo Store, Department Store, Mass Merchandiser, Specialty Store, Supermarket
  • Methodology

  • The Products
    • Two Categories: Watches and Clocks
    • Ways to Class Watches
    • Clock Types
    • Overall Market Size and Growth
    • Watches and Clocks Valued at $7.4 Billion in 2003
    • Watches/Clocks on Uptick As Economy Stirs
    • Watch Category Approaches $6.4 Billion
    • Sports Watches in Record Jog to $1.7 Billion
    • Kids’ Watches Party on to $401 Million
    • Clocks Ring in $1 Billion
    • Table 2-1: U.S. Retail Dollar Sales of Watches and Clocks, 1998-2003
    • Table 2-2: U.S. Retail Dollar Sales of Watches and Clocks, Percentage Change in Sales 1998-2003
    • Watches Still Account for Lion’s Share of Dollars
    • Table 2-3: Share of U.S. Retail Dollar Sales of Watches and Clocks, 1998-2003

  • Imports and Exports
    • Wild Fluctuations to Be Expected
    • Watch/Clock Imports at $3.7 Billion in 2003
    • Watch/Clock Exports at $207 Million
    • Imports Account for Half of U.S. Watch/Clock Retail Dollars
    • Table 2-4: Value of Imports and Exports of Watches, Clocks, and Parts, 2002-2003

  • Factors in Future Growth
    • Can the World Get Any Busier?
    • But Cell Phones Tell Time, Too
    • Retail Scene Tough, But Fashion Accessories on a Roll
    • Some Cyclical Sales Behavior: Mass and Luxury Are Best Protected
    • Boomers Throw Out the Kids
    • Teens/Tweens Increasingly Targeted
    • Sports Folk
    • Table 2-5: Projected U.S. Population, by Age, Featuring Baby Boomer and Teen/Tween Brackets, 2003-2010

  • Projected Overall Watch/Clock Sales
    • Watch/Clock Sales to Tally $8.6 Billion in 2008
    • Watch Sales Alone to Reach $7.4 Billion
    • Sports Watches Will Climb to $2 Billion
    • Kids’ Watches in Push to $504 Million
    • Clocks in Dogged March to $1.1 Billion
    • Table 2-6: Projected U.S. Retail Dollar Sales of Watches and Clocks, 2003-2008
    • Figure 2-1: Projected Total U.S. Retail Dollar Sales of Watches and Clocks, 2003-2008

  • Consumer Advertising Expenditures
    • Watch/Clock Marketers Spend a Tiny $159 Million in 2002
    • Rolex Leads Top Five Watch Advertisers
    • Only Two Clock Marketers Spend Over $1 Million

    Chapter 3: The Watch Category

    • The Products
      • Four Watch Price Segments: Mass, Middle, Upper Middle, Luxury

    • Mass-Market Watches (Less Than $50)
    • Middle-Market Watches ($50-$299)
    • Upper Middle-Market Watches ($300-$999)
    • Luxury Watches ($1,000-Plus)
    • Watches Also Classed by Power Source, Face Type, Function, Application, and Style
      • Power: Mechanical versus Quartz Electronic
      • Face: Analog versus Digital
      • Function
      • Application
      • Infinite Styles

    • The Cachet of Price
    • About Watch Cases
    • Waterproofing the Case
    • Attachments: Bands/Bracelets/Straps/Cuffs
    • Jeweled Movements
    • Licensing

  • Watch Category Size and Growth
    • Watches Rally to $6.4 Billion in 2003
    • Now the Good News: The Cycle Returns to Gains
    • Mass-Priced Watches (Under $50) Continue Push, Break $2.3 Billion Mark
    • Mid-Priced Watches ($50-$299) Struggle Back to $2.2 Billion
    • Upper Middle Segment ($300-$999) Stuck at $746 Million
    • Luxury Watches ($1,000+) Plod Past $1.1 Billion
    • Table 3-1: U.S. Retail Dollar Sales of Watches, by Price Segment, 1998-2003
    • Unit Volume Tops 176 Million
    • Table 3-2: U.S. Retail Unit Volume of Watches, by Price Segment, 1998-2003
    • Average Retail Price Inches Down
    • Table 3-3: U.S. Average Retail Price of Watches, by Price Segment, 1998-2003
    • Watch Sales Skew to Southern U.S.
    • Table 3-4: Regionality of Watch Sales, by U.S. Census Region, 2003

  • Factors in Future Growth
    • Watches Both Timepieces and Fashion Statements
    • The Cycle: “I Lost/Broke/Grew Tired of My Watch”
    • Vast Assortment Reduces Watches to Commodity
    • Teen/Tween Markets Strengthening
    • Table 3-5: Projected U.S. Population, by Age Bracket, 2003-2010
    • Gadget Vanguard Delivering More Bucks
    • Watch Sales’ Relation to the Economy Varies by Price Tier
    • European-Based Watch Marketers Hurting
    • The Watchmaker Shortage

  • Projected Watch Sales
    • Watches Ticking Up to $7.4 Billion by 2008
    • Mass Segment to Break $2.7 Billion Mark
    • Mid-Priced Segment to Surpass $2.5 Billion
    • Upper Middle Segment Will Reach $844 Million
    • Luxury Watches, as Always, Sail Above Fray to $1.3 Billion
    • Table 3-6: Projected U.S. Retail Dollar Sales of Watches, by Price Segment, 2003-2008
    • Figure 3-2: Projected U.S. Overall Retail Dollar Sales of Watches, 2003-2008

  • The Marketers
    • A Maze of Watch Marketers, Licensors, Distributors
    • Several Hundred Marketers
    • Only 11 U.S. Watchmakers
    • Types of Companies Involved
      • Specialists Predominate
      • …And Most Are Private
      • Foreign-Based Companies a Force in U.S. Market

    • Vertical Integration More and More Typical
    • Involvement in Premiums Business
    • Table of Marketers, Brands, and Price-Segment Involvements
    • Table 3-7: Selected Marketers of Watches and Their Brands

  • Marketer Shares
    • Special Note: It’s Share of Watch Consumers…
    • Timex the Watch Brand Leader, by Far
    • Fossil, Seiko, Citizen Lead Second Echelon
    • Rolex the Luxury Leader
    • Table 3-8: Share of U.S. Purchasing Base for Watches, by Brands Studied by Simmons,* 2003

  • Product Trends
    • Big Cases, Big Faces
    • An Emphasis on Precious Materials - for Cheap
    • Licensing for Luxury Watches
    • Fashion-Name Watches
    • Tonneaux
    • Straps Upon Straps
    • Sports and Kids’ Watches
    • Table 3-9: Selected Introductions of Watches, 2002-2004

  • Consumer Advertising Expenditures and Positioning
    • Watch Advertisers Spent $152 Million on Media in 2002
    • The Top 13...
    • Rolex Allocates $25 Million
    • Movado Budget Nears $17 Million
    • Citizen Invests $14.2 Million
    • Swatch Spend Brushes $14 Million
    • Richemont Budget at $11 Million
    • LVMH Spends Luxury $10.5 Million
    • Breitling Spend at $6.7 Million
    • Loews Buys Total $6.5 Million, and Seiko’s, $6.4 Million
    • Seville Spends Over $5 Million
    • Nike, Bedat Each Spend $4 Million+
    • Market Leader Timex Allocates $3.5 Million
    • Other Million-Dollar Spenders
    • Beauty Shots: Machines vs. People
    • Fashion and Jewelry Names
    • A Romantic Gift
    • Oops, We Forgot Women…
    • Celebrity Endorsements
      • When You’ve Got an Actual Celebrity...
      • …And When You Don’t

    • Sports and/or High-Tech Themes
    • The Advertorial Approach for Mail-Order
    • Discounts for Buying Watches Online or by Mail
    • P.R.: Charitable Tie-Ins and Activism
    • Sports Sponsorships
    • A Free Year of SkyTel
    • A Sweepstakes
    • Premiums Cash in on Other Industries’ Promos

  • Watch Trade Shows
    • Shows Replace Marketing to Consumers
    • BaselWorld Watch & Jewelery Show
    • CARAT: International Trade Exhibition and Fair for Jewelry, Gems and Watches
    • Hong Kong Jewelry & Watch Fair
    • Inhorgenta
    • International Jewelry Tokyo
    • JA New York
    • JCK Show
    • MB/Montres et Bijoux

    Chapter 4: The Clock Category

    • The Products
      • Three Main Clock Types
      • Electric
      • Mechanical
      • Clock Radios and Other Hybrids

    • Other Ways to Class Clocks
    • Housings
    • “Atomic” Clocks
    • Clocks Often Grouped in Other Product Categories

  • Clock Category Size and Growth
    • Clocks Brush $1 Billion Mark
    • A Beleaguered Category Forged Ahead
    • Table 4-1: U.S. Retail Dollar Sales of Clocks, 1998-2003
    • Tendency to Buy Clock Radios Strongest in Midwest and Northeast
    • Table 4-2: Regionality of Clock Radio Sales, by U.S. Census Region, 2003
    • Clock Radios Account for a Quarter of Clock Dollars

  • Factors in Future Growth
    • Alarm Clocks Always Needed
    • But Electronic Devices Tell Us the Time
    • And Clocks Banned From Places of Business (The Casino Factor)
    • Hybrid Products
    • Clock Category’s Relationships with Fashion and Housewares
    • Households, Home Improvements, Homebuilding
    • Table 4-3: U.S. Households, Expenditures for Improvement/Repair, 1970-2020
    • Retail Channel-Shifts Increase Novelty Factor
    • Clocks for Kids a Growing Segment

  • Projected Clock Sales
    • Clocks to Surpass $1.1 by 2008
    • Table 4-4: Projected U.S. Retail Dollar Sales of Clocks, 1998-2003

  • The Marketers
    • About 150 U.S. Clock Marketers
    • Table 4-5: U.S. Manufacturers of Clocks for the Home, by Number, Value of Shipments, and Clock Type, 1997
    • Specialists, Watchmakers, Appliance Makers, Fashion Houses Involved
      • Specialists and Watchmakers
      • Appliance/Electronics Makers
      • Fashion Houses
      • Other

    • Consolidation More of a Refocus
    • Table of Clock Marketers and Brands
    • Table 4-6: Selected Marketers of Clocks, and Their Brands

  • Marketer Shares
    • Timex Is Obvious - or Not So Obvious - Leader
    • A Diverse Second Echelon

  • Product Trends
    • Tech 134
    • Clocks as Decor
    • Metal 135
    • Kids’ Clocks
    • Wild West Themes
    • Table 4-7: Selected Introductions of Clocks, 2002-2004

  • Consumer Advertising Expenditures and Promotion
    • Clock Marketers Spend Mere $2.7 Million in 2002
    • Loews/Bulova, Howard Miller Are Million Dollar Spenders
    • Other Spenders...
    • Bose Clock Radios the Most Widely Advertised
    • A Grandfather Clock for Every Taste
    • Online Price Promos
    • Bonus Merchandise
    • Clocks on the Corvette 50th Anniversary Bandwagon

  • Clock Trade Shows
    • All Relevant: Clock/Watch, Housewares, Gift, Furniture, Electronics Shows
      • BaselWorld Watch & Jewelery Show
      • Duty Free Show of the Americas
      • High Point Furniture Market
      • HomeTech
      • Hong Kong Electronics Fair 2003
      • Inhorgenta
      • New York International Gift Fair (NYIGF)
      • New York Spring Tabletop Market
      • Tokyo International Gift Show

    Chapter 5: Focus on Sports Watches

    • Watches for Specific Sports, or Just for the Athletic
    • Water-Resistance Measured by FTC Standard
    • Sports Watches Most Often Affectation
    • High-Tech Fitness Monitoring

  • Sports Watch Segment Size and Growth
    • Sports Watches Push to Almost $1.7 Billion in 2003
    • Sports Watches Flexed Their Muscles
    • Table 5-1: U.S. Retail Dollar Sales of Sports Watches,* 1998-2003
    • Sports Models Yield a Quarter of Watch Dollars

  • Factors in Future Growth
    • Health and Fitness Awareness Always on Rise
    • Table 5-2: Top 10 U.S. Sports, by Participation, 2003
    • Spectator Sports
    • Extreme Sports Encourage Youthful Interest
    • Perpetual Overlap with High-Tech, Fashion Watches

  • Projected Sports Watch Sales
    • A $2 Billion Segment in 2008
    • Table 5-3: Projected U.S. Retail Dollar Sales of Sports Watches,* 2003-2008

  • The Marketers
    • Everyone’s a Sports Watch Marketer
    • Table of Marketers and Brands
    • Table 5-4: Selected Marketers of Sports Watches, and Their Brands

  • Product Trends
    • Athletic Tech
    • Sporting Style
    • Table 5-5: Selected Introductions of Sports Watches, 2002-2004

  • Consumer Advertising Expenditures and Promotion
    • Benefit to Sports Watches Hidden in Broader Support
    • Breitling the Leading Sports Watch Advertiser
    • Nike Spends $4.4 Million
    • A Few Other Sports Watch-Specific Advertisers
    • Beauty Shots - Not Action - Dominate Sports Watch Ads
    • Technology for Sports
    • Radio Shack’s Quality of Life Stance
    • Star Athlete Endorsements
    • Price Promos
    • Sports Sponsorships
    • Auto Racing and Automotive Tie-Ins

    Chapter 6: Focus on Kids’ Watches

    • Tweens’ Watches Look Like Toys; Teens Put Off Childish Things
    • Plastic, Plastic, Plastic
    • Analog vs. Quartz/Digital
    • Product Niches Within the Kids’ Segment
    • Lots of Tie-Ins
    • Kids’ Watches Mostly Mass-Mart Priced

  • Kids’ Watch Segment Size and Growth
    • Kids’ Watches March Happily to $401 Million in 2003
    • Table 6-1: U.S. Retail Dollar Sales of Children's Watches,* 1998-2003

  • Factors in Future Growth
    • Kids an Evergreen Audience for Watches
    • Table 6-2: Projected U.S. Children’s Population, by Age Bracket, 2003-2010
    • Kid Spending Power Is Spectacular
    • Marketers Mount Wiser Teen and Tween Strategies
    • Licensing Sometimes Blue Chip, Sometimes Risky

  • Projected Kids’ Watch Sales
    • Kids’ Watches to Top $500 Million Mark in 2008
    • Table 6-3: Projected U.S. Retail Dollar Sales of Children's Watches,* 2003-2008

  • The Marketers
    • More Activity in Kids’ Watch Segment Than Apparent
    • Table of Kids’ Watch Marketers and Brands
    • Table 6-4: Selected Marketers of Kids' Watches, and Their Brands

  • Product Trends
    • For Kids’ Watches, It’s Licenses, Licenses, Licenses
    • Table 6-5: Selected Introductions of Kids’ Watches, 2002-2004

  • Consumer Advertising Positioning and Promotion
    • Watch Marketers Soft-Position to Kids
    • Some Humor for a Change…
    • You Are What You Wear - Seriously
    • Monogrammed Watches for Girls
    • Ad Showcases
    • To Stretch Kids’ Dollars, Some Merchandise Promos
    • Seventeen’s Holiday Gift Giveaway

    Chapter 7: The Competitive Situation

    • Watches: Navigating a Commodity Market
    • Clocks: Whole Different Markets in Which to Compete
    • Players Urged to Be Creative
    • Licensing Spreads to More Watch/Clock Segments
    • Flood of Fashion Names to Add Frenzy to Fray
    • The Strong Foreign Presence

  • Competitive Profile: The Advance Group, Inc.
    • Four Units Yield Sales of $14.5 Million
    • Advance a Shrewd Brand Overseer

  • Competitive Profile: Fossil, Inc.
    • Record Net Sales of $663 Million in 2002
    • The Prototypical Fashion-Based Player

  • Competitive Profile: LVMH (Moet Hennessy∙Louis Vuitton SA)
    • Net Sales of E12.7 Billion in 2002
    • LVMH Watch Segment Struggled in 2002-2003
    • Updating Ebel
    • Other LVMH Brands

  • Competitive Profile: Movado Group, Inc.
    • Sales Hover Near $300 Million
    • Sticking With a Narrow Stable of Brands
    • Movado a Limited Distribution Retailer

  • Competitive Profile: M.Z. Berger & Co., Inc.
    • A Powerhouse Keeps a Low Profile
    • Old Fashioned Elbow Grease - and Licenses

  • Competitive Profile: Nike, Inc.
    • Elegance, Understatement - And High Visibility

  • Competitive Profile: Richemont Group (Compagnie Financiere Richemont SA)
    • Luxury Marketer Has Sales of E3.7 Billion in 2003
    • Richemont in Reactive Mode
    • Table 7-1: Richemont Group's Sales, by Product Segment, World Region, and Retail vs. Wholesale, 2003 (Euros, in Millions)

  • Competitive Profile: Salton, Inc.
    • Sales of $895 Million in Fiscal 2003
    • Salton’s Acquisition of Westclox and Other Brands
    • An Ideal Stance for Selling Clocks

  • Competitive Profile: Seiko Corporation
    • Sales of $1.9 Billion in Fiscal 2003
    • Conservative Marketer, Mostly Conservative Watches
    • Seiko Covers Every Price-Tier
    • Spoon’s the Hip Style Exception

  • Competitive Profile: Swatch Group
    • Sales of CHF4.1 Billion in 2003
    • A Global Giant’s Vulnerabilities
    • Swatch’s 18 Watch Brands
      • Six Prestige Brands
      • Two High-Range Brands
      • Seven Middle-Range Brands
      • Two Basic-Range Brands
      • Endura, the Private Label

    • Competitive Profile: Timex Corporation
      • At Least $600 Million in Sales
      • Repositioned From Plain Traditional to Cutting Edge Tech
      • Timex: Fashion Brand Licensee, Clock Brand Licensor

    • Six Marketers to Watch
      • Chiaphua Industries, Ltd./Equity Time USA
      • Infinity Instruments
      • La Crosse Technology, Ltd./Europe Supplies, Ltd.
      • Nixon USA
      • Oregon Scientific/IDT International, Ltd.
      • Fashion Houses, as a Group

      ...
    • Chapter 8: Distribution and Retail
      • The Product Path
      • To Delegate Control of the Path - or Not…
      • Some Marketers Are Retailers, Too
      • Specialty and Department Stores Lead Watch Sales
      • Watch Margins Typically in 25%-55% Range
      • Most Jewelers Sell Watches
      • Mass Merchandisers Control Half of Clock Dollars
      • Whittling Down the Almost Infinite Total Assortment
      • Numbers of Watch Brands Stocked
      • Kids’ Specialty Stores and Clocks

    • Retail Focus: Top Five Jewelry Chains
      • Zale Corp. a $2.2 Billion Operation
      • Sterling Jewelers’ Sales Break $1.7 Billion
      • Friedman’s Turnover at $437 Million
      • Grocer Fred Myer: Jewelry Sales of $400 Million
      • Whitehall Jewelers Reports Sales of $341 Million

    • Retail Focus: Tourneau, Inc.
      • Tourneau Offers Largest Selection

    • Retail Focus: Luxottica Group (Sunglass Hut, Watch Station, Watch World)
      • Luxottica Sales at E3.1 Billion in 2002
      • Small Stores, Huge Network

    Chapter 9: The Consumer

    • About Simmons Data
    • Over 71 Million Adults Bought Watches
    • More Women Purchase Watches Than Men
    • Three Quarters of Watch Purchasers Buy for Selves
    • Table 9-1: Number and Share of U.S. Adult Population Purchasing Watches in Last 12 Months, 2003
    • No Surprise: Mass-Priced Watches Have Largest Consumer Base
    • But Mid-Market Watches Are Also Very Popular
    • Despite Influence, Upper-Mid and Luxury Audiences Are Tiny
    • Table 9-2: U.S. Watch Purchasing by Price Segment, 2003
    • In Overall Watch Purchase, Middle Agers, Women Stand Out
    • Watches for Oneself: Divorced Persons, Blacks Are Key
    • Watches as Gifts: Affluence, Families Encourage Purchase
    • Table 9-3: Demographic Characteristics Favoring Purchase of Watches, 2003
    • Overall Watch Purchase, by Price: Gender, Education, Income Patterns
    • Watches for Oneself, by Price: Again, a Reflection of Society...
    • Table 9-4: Demographic Characteristics Favoring Purchase of Watches, by Amount Spent, 2003
    • Table 9-5: Demographic Characteristics Favoring Purchase of Watches for Oneself, by Amount Spent, 2003
    • Watches as Gifts, by Price: Gender, Marital Status Are Key
    • Table 9-6: Demographic Characteristics Favoring Purchase of Watches as Gifts, by Amount Spent, 2003
    • Timex, Fossil, Seiko Are Most Popular Watch Brands
    • Table 9-7: U.S. Purchasing of Watches, by Brand, 2003
    • Armitron Watch Audience Skews to Lower Level of Affluence
    • Bulova Watch Buying Orients to Males and the Monied
    • Casio Watches Highly Preferred by Men and the Less Affluent
    • Citizen Watches Appeal to Younger Auds
    • Fossil Watch Audience Likewise Youngish
    • Gucci Watches: College, Northeastern Residency
    • Guess Watch Purchasers Youthful, Affluent
    • Lorus Watch Audience Marked by Women, Midwesterners
    • Movado Snares Male, Affluent Watch Buyers
    • Omega Watch Purchase Favored by Men
    • Pulsar Watch Buyers Female, Middle-Agers
    • Rolex Watch Purchasers Male, Middle-Aged
    • Seiko Watch Audience Male, Mid-Lifers, Homeowners
    • Swatchers Notably Female
    • TAG Heuer Watches Favored by Men, Full-Timers
    • Venerable Timex Skews Feminine and Low-Income
    • Table 9-8: Demographic Characteristics Favoring Purchase of Watches, by Brand, 2003
    • Everybody’s Got a Clock - Almost
    • Clock Purchasers Mirror Population and Household Characteristics
    • Clock Radios Owned by 116 Million Adults
    • Clock Radios Recently Purchased by 10 Million Adults
    • Factors in Clock Radio Ownership Suggest Affluence
    • Affluence, Youth Mark Clock Radio Purchase
    • Table 9-9: Demographic Characteristics Favoring Ownership/Purchase of Clock Radios, 2003

  • Consumer Focus: The Sports Watch Audience
    • Walking, Swimming, Bowling Our Favorite Sports
    • Fitness Regimens/Practices
      • Over Half of Us Exercise Regularly
      • Home the Favorite Venue
      • Most Popular Schedule Is 3-4 Times per Week

    • Table 9-10: Fitness Regimens/Practices, 2003
    • Consumer Focus: The Kids’ Watch Audience
      • Total Kid Population at 75 Million
      • Table 9-11: Projected U.S. Population, by Age Bracket, 2003-2010
      • Usually Just One or Two Kids per Household
      • Table 9-12: U.S. Households, by Age and Number of Children Present
      • Whites Still Far Most Numerous Teens/Tweens
      • Table 9-13: Projected U.S. Teen and Tween Population (Aged 8-18), by Race and Hispanic Origin, 2003-2010
      • Teen Spending Power
        • Parents Most Popular Source of Cash
        • Own Earnings of $90 Billion

      • Table 9-14: Teen Earnings, by Individual Average and Annual Aggregate, 2001

    Chapter 10: Trends and Opportunities

      A Glamorous Market Attracting Two Kinds of Marketers
    • Nothing Wrong with Traditional Approach
    • But Let’s Think “Hot”:
      • Target Hot Product Segments
      • Target Hot Demographic and Lifestyle Sectors

    • Marketers Should Rise Above Retail

    Appendix I: Glossary
    Appendix II: Addresses of Selected Marketers