brighton digital festival 2013

lloyd amsdonbrand director & co-founder

introductionwf&co.’s digital marketing

• the company, the brand, the customer• a typical marketing month• the impact of going offline• creating success in the watch world• the future

about usestablished in 2002

£92mvalue of watches

sold to date

12,000number ofdaily visits

£3200average customer

spend

35kmonthly

marketing budget

51membersof staff

50,000digital magazine

readership

.co.uk time services royal exchange customer eventsthe watch magazine

e-commerce watch servicing retail publishing services & events

international

the brandrepositioning watchfinder

• brand positioning• brand personality• key messages• communication

statements• tone of voice

key messages

serviceknowledgeindependence& choice

engagingrespectfulknowledgeableinclusive &positive

trustexpertise &innovationbrand personality

tone of voice

brand equityagainst other retailers both pure play and high street

watchfinder watches ofswitzerland

mappin and webb watches.co.uk jura watches

brand equityagainst watch brands

bremontraymond weilpaneraipatek philippewatchfinder

Aalpha territory

bprofessional

rewards gcareer & kids

oliberal opinions

mosiac profileswho are our customers

our customers

customerlifestyle

successful, substantial wealth & influentialexecutives, significant equity & comfortablechildren, good incomes& comfortable homesyoung singles, degree level educations & creative jobs

A b

g oA

b

g

o

where ourcustomers livebond street vs the city

visits 251,996london 86,469 manchester 5,348birmingham 5,290liverpool 4,872leeds 4,762edinburgh 3,642 sheffield 3,622glasgow 3,532newcastle upon tyne 3,319norwich 3,269

the luxury watch buyerthe behaviour of our customers

• r.o.p.o• traditional and online media• early adopter• choice, convenience and knowledge• loyal and exacting• warranty, buy-back and part exchange• new luxury experience

94%trust pilot score

35%repeat business

marketing monthwhat happens in a typical month

emailthree sends a week

• special offers• new arrivals• news & reviews• 190,000 recipients• 11% opens• 2.75% clicks

tuesday friday sunday

eventssix events every month

• masterclasses• pop-ups• friday club• corporate days

social mediatwo instances every day

• twitter• facebook• instagram• pinterest• linked-in• google +• partnerships

videoenriching content

• website• you tube• 1000 views a week• partnerships

passionate about watches

print edition

wf&Co. issue one

watChfinder&Co.

time is running out for the traditional watchmaker. can wf&co.’s tony williams step in?

page 4

t he biscuit tin ideal of a white-haired watchmaker, bent double at his bench as he labours over a movement from the first screw-turn to the last, is a scene not long for this modern world. The traditional, timeworn artisan is being rapidly eclipsed by someone cheaper, easier to train

and ultimately less traditional - the sequential worker. Think of sequential watchmaking as you would a car assembly line: each worker along a chain has a specific duty, adding a screw, tightening a bolt, gradually piecing together the final product. Not a particularly romantic scene, granted, but it gets the job done, and each worker requires only minimal training. But what of the traditional watchmaker? And those who want to follow in his footsteps? It seems their future is bleak - but then again, perhaps not...

continued on page 6

Investing in watches has proven lucrative overthe years - is it still worth investigating?

The Watch Magazine reviews a selectionof the latest watches to hit the market

Explore The Royal Exchange and the City of London when you visit the WF&Co. boutique

marketwatch inreviewwithtwm out&about12 14 16

theinsideman

a placein the city

NewspaperFinalAM.indd 1 12/09/2013 09:16

printengaging through direct mail

• re-engagement• in-store• new orders• unique offer

WatchfinderInvicta House, Pudding LaneMaidstone, Kent, ME14 1NX

the Wf&co. BoutiqueThe Royal Exchange, BankCity of London, EC3V 3LQ

Tel. +44 (0) 844 247 8884www.watchfinder.co.uk

Watchfinder.co.uk Ltd, Registered in England 04524723 at 37 St Margarets Street, Canterbury, Kent, CT1 2TU

Special OfferDear Mr Smith

Ut id expla doluptatum volorrum il estior aligenis que qui audi nonem vercimus invel ipsae consequia sum res eos doloratqui odit, odio eos am hitior sinvele cesequam que et exerferupta consequo tenda nonem que num quam, acest, ipsam, venisit, nulparum quaturit quametur recat repre venditiur ad utem cus as dit fugiam qui volorro blanis coreperero qui cum ipsam ditatur?Umqui quatiam doluptatet endisti sciatur, sequi aut quo odi rem laut labo. Soluptae evelest, solendemqui volut ipsum fugiandis et ullab ipisqui as sitiorror aut et rae dem velendist quia nis volo officia quat eosame comnis doluptatur?Ceped que omnis ut eri illuptat evendandunt ra alignam nam id et quibus ipsamet pro estem dolupta mendiaeces quam re nossinciet que dit lit excearc hilloritam qui cus molecti adi derepel iquam, que nobitas res num aut opta nulles is ad eatur, opta con nonsequid quia volo blabo. Ut re labore rem in nimusdae serit plam, omnitib erianto occaess inveliquo offictus sitas vollit dus ni ipid evelibus exped ullenimet ulparcid unt.Cestrum et eos andandigenis demporeium qui volupta quidel illatet rem ullut harum et quiassi

Yours Sincerely

Lloyd Amsdon

Lloyd Amsdon

the watchmagazinequarterly digital publication

• 90,000 app. downloads• >50,000 readers per issue

app. 70% browser 30%

• >10 mins average dwell time

press releasesengaging the press

• lifestyle• business• industry

events videohttp://www.youtube.com/watch?v=gq7ermke8kc

the wf&co. boutiquefive weeks to take our proposition offline

store impactbuilding trust in the brand

• re-positioning• trade profile• partnerships• destination• confidence and conversion

400

350

300

250

200

150

100

50

0

450

500

550

600

650

Units

Months

700

Nov ‘12Oct ‘12 Dec ‘12 Jan ‘13 Feb ‘13 Mar ‘13 Apr ‘13 May ‘13 June ‘13 July ‘13 Aug ‘13

store impacthow offline has aided online

online sales store sales

store marketingsupporting the store

• email by location• ppc by location• newspaper drops• direct mail• television

£240,000

creating successin the watch business

the productliving up to your promise

• quality• choice• knowledge• the service centre

DIR

EC

TOR

SM

AN

AG

ER

SST

AFF

EX

TER

NA

L A

GE

NC

IES/

CO

NSU

LTA

NTS

SERVICING

DATA

DISPATCH

H.R.

SALES(ONLINE) SALES & PURCHASING (RETAIL)

CUSTOMERSERVICES

PURCHASING& COMMISSION ACCOUNTS MARKETINGI.T. LEGAL

ADMIN (SERVICING)CHERYL C.LAURA H.

MANAGING DIR.STUART H.

OPERATIONS DIR.STUART H.

SERVICING DIR.MATT B.

BOARD OFDIRECTORS

SHAREHOLDERS

CFOJOHN H.

SALES MANAGERALEX S.

RETAIL MANAGERSIMON M.

HUMAN RESOURCES& DISPATCH MNG.

JADE C.

TECHNICAL DIR.TONY W.

OPERATIONS MNG.SEAN D.

DATASIMON F.

PURCHASING MNG.JON B.

LEGALAMY C.

BRAND DIRECTORLLOYD A.

CREATIVE DIRECTORDAN B.

SENIOR DEVELOPERSTEVE L.

IT DIRECTORJON G.

FRONT ENDSEAN J.

PUBLIC RELATIONSFIELD

COMMUNICATIONS

PAYROLLREEDS

ONLINE MARKETINGPERISCOPIX

MAGAZINE (BUILD)APTUS

MAGAZINE (DESIGN)TALL TREE

WATCHMAKERTREVOR P.

DESIGNMANÉ B.

ACCOUNTS AST.BEVERLEY A.

HAYLEY S.

PURCHASINGSAM B.

COMMISSIONJENIFFER F.

DEP. RETAIL MNG.MICHAEL H.

SENIOR SALESMARTIN A.

RETAIL PURCHASINGOLIVER W.

DISP. (SERVICING)EMILY B.

DISP. (ONLINE)TBC

DISP. (RETAIL)NEHA M.

TRN. WATCHMAKERSARAH JANE S.

QUALITY CONTROLTHOMAS M.

AST. SALES MNG.TOM HOLLAND

CUSTOMER SERVICENATALIE P.

SALESKIERAN N.TERRY R.

SALES (FRANCE)CHARLOTTE V

WATCHMAKERSPHIL C.

PETER A.

CLEANINGTECHNICIAN

WILL C.

POLISHINGROBERT P.DAVE W.SCOTT R.LYDIA V.

JASON R.BEN W.

CONTENTANDREW M.

PHOTOGRAPHYJACK S.TOM P.

DATA AST.ZOE J.

MARKETING(OFFLINE)

ROB B.MARKETING

(ONLINE)GARY R.

INVICTA HOUSE

LOCATION POSITION

ASCOT HOUSE

ROYAL EXCHANGE

DIRECTOR (4) SHARED RESPONSIBILITY

MANAGER (8)

STAFF (39)

COMPANY STRUCTURE JULY 2013investing in staff creating the perfect team

staff experiencefrom the old to the new

tony williamsservicing director

simon moodystore manager

andrew morganeditor

the watch magazine Summer 2013

feature | market watch

ma

rket

wa

tch rolex submariner 16610market Watch is a new section

that aims to put you in the know when it comes to buying watches with a view to evaluating future worth. Buying a watch can be much more than simply acquiring a depreciating asset - in fact careful buying can often net modest growth, sometimes even substantial growth. In this issue we’re putting the Rolex Submariner 16610 in the hot seat.

Ok, so it’s no big news that the Submariner 16610 is a sensible purchase decision, but its steady growth and popularity make it the ideal control for future editions of Market watch. Released in 1988 and replacing the short-lived 168000, the 16610 was current for twenty-two years until the 116610 took the baton. this period saw extensive price revisions from Rolex, making it a formidable investment (see graph).

with an opening RRP of around £1,200, which closed at £4,120 in early 2011, the 16610 has risen steadily in price

currently look to pay (£)

at auction (£)

age of Watch (yeaRS)

n/a

4450

+

4400

+

4300

+

4200

+

4100

+

4000

+

3900

+

3850

+

3800

+

1 2 3 4 5 6 7 8 9 10

rrp 1988 (£)1200

inflation (£)1500 (3.3% Pa)

appreciation by 2013 (£)

1400

= 4100

final rrp 2011 (£)4120

Watches solD at WatchfinDer in 2012

rolex rrpaverage pre-oWneD sales price

5000

4000

3000

2000

10002003 2004 2005 2006 2007

yeaR

value (£)

2008 2009 2010 2011 2012 2013

7%look to pay a premium

of arounD 7% for a 16610 lv (green bezel)

1.5%16610

submariners

5.8%non-16610

submariners

SuBMaRIneR 5517 SuBMaRIneR 5514

SuBMaRIneR 6538

dIScOntInued; PRe-Owned valueS cOntInue tO RISe

laRge RRP RISe;PRe-Owned valueS fOllOw afteR 1 yeaR

50th annIveRSaRy;PRe-Owned valueS acceleRate uPwaRdS

Watch spec

the futurewhat’s next for wf&co.?

• even more choice• additional stores• a watchmaking academy• complimentary new watches• additional products• event sponsorship• ambassador model• the brand journey