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How should a Swiss status symbol be adapted to become an item that allows affluent Asians to express their self-identity?
Chronoswiss
Chronoswiss, a Swiss luxury watch brand, seeks to increase its market share among affluent Chinese consumers. However, taste and preferences differ significantly between European and Asian consumers.
How should a Swiss luxury watch, a true status symbol, be adapted to better meet the preferences of this distinct target group in terms of design, materials, features? And what advertising concept would be effective to build a brand that has the potential to create a means for self-expression?
To find answers to these questions and derive effective strategy recommendations, we investigated the perception of different campaign concepts and product variations among the target group in question. At the heart of the project was the quantitative data collection in Mandarin among a panel representing the target group (defined on socio-economic characteristics) and an inference-statistical analysis.
Chronoswiss Flying Regulator Gear
main contributors from Brand Lab:
Christian Schimmelpfennig, Project Lead
Angela Papstein, Psychologist
Panpan Wang, Interpreter
key people from Chronoswiss:
O. Ebstein, CEO
C. Kast, Manager Marketing Communications
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