THE RISE OF RUBBER: HOW LUXURY BRANDS

HAVE WARMED TO THE NEW STRAPON THE BLOCK28th December 2016 - 10th December 2016

TABLE OF CONTENTS:

INTRODUCTION.........................................03

SNAPSHOT OF THE PERIOD

Trending Topics...........................................05

Volume of Conversations......................07

ANALYZING THE SOCIAL BUZZ

Among Influencers...................................10

Beyond Influencers....................................12

THE BACKGROUND...................................13

BEHIND THE TREND.................................16

READ THE TREND.....................................21

THE METHOD...............................................22

THE FOUNDATION’S MISSION...........23

INTRODUCTION

This series of trend reports are a collaboration between London-based agency RE-UP and the Fondation de la Haute Horlogerie. They will look back over the past two weeks and

discover what’s been ‘trending’ online.

We aim to discover which watches, stories and industrial developments in the world of horology gain the most amount of coverage on the digital sphere - uncovering why these

trends are important.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN DECEMBER 28 TO JANUARY 10

Percentage of conversations on luxury watches penetrated by the topic

It’s the build up to SIHH 2017

Omega announced a limited edition Speedmaster Speedy Tuesday through Instagram this week

Jean-Claude Biver has taken over as CEO of Zenith

Rubber Straps are becoming increasingly popular with Fine Watchmakers

Cartier De Cartier Earth and Moon Tourbillon is back into the news

5.24%

2.92%

2.40%

2.17%

1.20%

#1 #2 #3 #4 #5

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

ANALYSING THE SOCIAL BUZZ OF THE RUBBER STRAPS

Among Influencers

3.30%Penetration of conversations

by Rubber strap in Swiss watch related conversations

35.29%Decrease of Rubber strap

mentions against the previous two weeks

“Jean-Claude Biver took the up the concept of the rubber strap and applied it across all the

brand’s (Hublot) models (making it the brand’s DNA), thus creating an instantly recognisable

design with new materials.”

- Jonas Hoffman & Laurent LeCamp, Independent Luxury:The Four Innovation Strategies To Endure The Consolidation Jungle

Beyond Influencers

1,357All online mentions of

Rubber strap.

6.18%Increase of Rubber strap

mentions against the previous two weeks

23.29%Of mentions of Rubber strap in

relation to watches

THE BACKGROUND

Most modern versions of sports watches, such as Vacheron Constantin’s new Overseas collection and the Hublot Big Bang have quick strap replacement systems. These watches usually have a huge number of different straps, which gives that massive appeal as they can be

worn for every type of event.

In the past couple of weeks, several Fine Watchmakers have released iconic watches with rubber straps:

Tag Heuer Carrera Heuer-01 in Matt Black, The HYT H1 Ghost and the Zenith El Primero Tourbillon Skeleton

Intense Black.

@go_bam

When it comes to watch straps, rubber has traditionally been seen as the bottom of the pile. However, with more

and more brands taking notice of this trend people are starting to realise that these straps are simply for a different occasion rather than below their leather, nato

or metal counterparts.

With SIHH just around the corner, expect to see more brands adding rubber strapped watches into their

collections.

BEHINDTHE TREND

Whilst some brands have been completely comfortable putting rubber straps on their watches, other brands,

such as Rolex, haven’t quite warmed to it.Proof on this trend however, comes with companies such as Rubber B and Everest Bands, that sell luxury rubber

straps for Rolexes and beyond.

Several companies like these have popped up over the past couple of years are brands and consumers alike are

realising the potential of a rubber strap.

@etheoneandonly

Gone are the days of rubber straps being uncomfortable and easy to snap. The straps sold

by Rubber B are made of a special carbon-injected caoutchouc that is treated for feel, flexibility and

duration. Also, at a minimum price of $240, they are most definitely not below other types of straps

in price - or quality.

With the watch industry currently trying to move into new, younger markets it comes as no surprise that they are trying to change the way in which the watches are built. The world is breeding a generation of travellers that have a need for durability within their watches.

@thewatchmarketofficial

Ulysse Nardin –Racing for victoryPresenting the Hublot Big Bang Ferrari, complete with arubber strap

Breitling –A matter of survivalA watch made for adventurers with a strap as versatile as the dial (and it’s rubber)

READ THE TREND

THE METHOD

We use two key social listening tools to gather the raw data we have analysed for this report.

The first, an in-house bespoke database of 2000+ influencers and online sources within luxury and

watches - with the ability to gather insight into six month’s worth of online buzz.

The second, a social (and media) listening tool that looks at multiple keywords. This allows us to measure

and examine all online conversations over a set period.

THEFOUNDATION’S

MISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship, creativity

and of course, time.

Our objective here at the Fondation de la Haute Horlogerie, is to take our wealth of expertise into

the world through our four missions: to inform, train, recognise and organise.

Since 2005, we have promoted values of excellence and tradition within an organisation that has the support of

many Fine Watchmaking brands.

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