Why are Swiss watches loved by Chinese people? Are domestic watches really no good?

Modern people don t just wear mechanical watches to tell time anymore. Although quartz watches are far better than mechanical watches in terms of time-keeping a...

Nov 07,2023 | Jocelyn

Modern people don't just wear mechanical watches to tell time anymore. Although quartz watches are far better than mechanical watches in terms of time-keeping accuracy and convenience, and now everyone owns a cell phone and no longer needs to rely on a watch to see the time.TUDOR Black Bay M7941A1A0RU-0003 However, modern people still choose to wear mechanical watches, solely for the purpose of displaying their personality and taste, and showing off their worth and wealth.

Some people may say that Swiss watches are more exquisite in terms of manufacturing craftsmanship and assembly level, and have more flavor after historical precipitation, so the Chinese people always prefer Swiss watches.TUDOR Ranger M79950-0001 However, is the process of Swiss mechanical watches really so complicated? Is it really impossible for domestic watches?

The historical heritage of mechanical watches does not seem to be important! Roger Dubuis and Richard Mille were founded in 1995 and 1999 respectively, which is just over 20 years from now. The positioning of their watches is even higher than that of the general top brands, and the models priced at hundreds of thousands of dollars can only be regarded as entry-level. But this in no way affects their debut that is the peak of the opening, and few people have questioned their watchmaking history is not long enough.

In terms of technical content alone, Roger Dubuis is superior to Richard Mille. After all, the founders of Roger Dubuis were veteran independent watchmakers, specializing in the development of a variety of complex creative movements. Richard Mille is a case factory, the movement is mainly used Audemars Piguet movement. But consumers always think that Richard Mille more advanced, at any cost to sponsor a variety of sporting events, racing activities, celebrity endorsements, to create the world's top people are worthy of Richard Mille, set up a brand of billionaires must wear the high-end image.

The watchmaking process of mechanical watches is not complicated! Once the Swiss watchmaking industry is purely handmade, industrialized era watch cases as well as accessories of the vast majority of brands are in the domestic Pearl River Delta OEM. The most technical self-produced movement 90% of the parts are also batch products.

And there are more than 50% of Swiss watch brands, until today can not do their own production movement. They are frankly a case factory, directly using the ETA and SW such as general-purpose movement. But that doesn't stop those brands from selling for tens of thousands of dollars just based on their product positioning, and few consumers seem to bother to research movement models.

Only Swiss watches can be designed with a novel appearance, is it really impossible for domestic watches? For the watch a little bit of understanding of the watch friends will understand, a lot of looks very gorgeous Swiss watch design, in fact, the principle is extremely simple. The watch pictured above is a purely domestic design, but it also has both moon phase and power display functions.

The star watch, which many people will find amazing, is sold on the fact that the rotating star graph is the second hand of this watch. In fact, its principle is just to replace the second hand axis with a transparent patch with a starry sky figure. Domestic watches have been getting more and more excellent designs in recent years, but these domestic brands usually come with a foreign name, so that they can be sold at a more appropriate price when people don't know that they are purely domestic watches. Once you realize that it turns out to be a domestic product you instantly feel that the price is slightly more expensive.

The biggest advantage of Swiss watches is brand labeling and strong marketing ability! If you compare the difference between Swiss watches and domestic watches, there is definitely a difference in the material processing and movement assembly and polishing details, but not so bad as the reality of the market response to such a big gap. Many domestic manufacturers do not know brand marketing, lack of brand thinking, will not tell the brand story, is the key! Only product thinking, that the quality of good can beat the world. Do not understand the customer psychology, in brand positioning, lack of packaging and sense of seniority.

National brands in the marketing strategy, most of them are so, are to go "quality and cheap" route. Noble, scarce, this is the positioning of many foreign brands. Scarcity, is the positioning out, is also packaged, but in fact there is no scarcity of industrial products! Positioning of the high-end market, there is also a huge commercial risk in the brand, because the market segment is positioned to serve a small number of consumers, shaping the sense of honor. Noble, is fundamental. Many national brands, originally from state-owned enterprises, positioning is the mass line. Totally do not understand brand marketing, only for brand OEM. Therefore, the domestic table is not really not, lack of storytelling soil and ability!

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