WatchWorld

Two Swiss Brands Revamp Marketing Two leading Swiss luxury watchmakers—Patek Phillippe and Concord—are rethinking their marketing. The moves are part of a growing trend among watch companies to reposition their brands by appealing to consumers’ hearts rather than just their heads (Watch World, JCK, November 1999, p. 80). Patek Philippe, best known for its classic men’s watches, plans to expand its market among young women by showcasing a new timepiece—the Twenty-4—in its first-ever ad campaign aimed at women. The 161-year-old watchmaker is betting it can increase its female clientele from 30% of its business to 40%. “We’re committed to becoming a major player in the ladies’ watch market in the same way our status is established in men’s classical, technical watches,” says president Phillip Stern. The company reportedly is spending 60% of its $20 millio
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