In its latest report, Launchmetrics reveals the ranking of the watchmaking companies which benefited from the highest media value following the last edition of the Watches & Wonders show. Reach in China, importance of brand content and leading personalities: what should we remember?
50.7 million MIV for Watches & Wonders 2024
With a total of $50.7 million in Media Impact Value, the Watches & Wonders show benefited this year from particularly strong media coverage in Switzerland ($6.5 million in MIV), in the USA (9 million) and especially in China with 10 million dollars of MIV, a score driven in particular by the partnerships put in place between the participating Houses and local ambassadors.
Launchmetrics’ Media Impact Value, which assigns a monetary value to posts and interactions relating to each brand, also highlights the increase in media share of voice (59% of MIV versus 44% in 2023), a trend driven by the power of Instagram, true “amplifier” brand stories. Among the other voices, influencers accounted for 16% of MIV, owned media for 14%, partners for 9% and celebrities for 2%.
Rolex, Cartier and IWC Schaffhausen in the lead
This season, Rolex is seen as a media leader with 10.2 million MIVs generated at the show, or 20% of the total MIV of brands. The manufacturer applied an effective strategy around its brand content, with 12% of its score having been generated by owned media content.
Cartier comes in second place with $5.9 million in MIV. The House particularly benefited from the voice of influencers, who accounted for 16% of its results. At the top of the most impactful profiles, Mike Nouveau, specialized in vintage luxury watches.
With 5.2 million MIV, IWC Schaffhausen rose to third place on the podium thanks to a particularly strong resonance in China, particularly via social platforms like RED and Weibo. Also note the influence of Gisele Bündchen: muse of the brand for two years, the Brazilian model and businesswoman stands out as the celebrity having generated the most MIV, at around $298,000.
Among the other brands present in the Top 10, we find the Piaget manufactures, TAG Heuer, Tudor, Patek Philippe, Charriol, Jaeger LeCoultre and Hublot.
