Heidelberg/Woerth, 30. November 2012
Publication of a new survey of the German watch market – The Watch-Monitor 2013
The Watch-Monitor 2013 is the first study of its kind to analyse the market from a consumer’s perspective and across all price classes. The survey not only provides detailed insights into fashion and quartz watches, but also allows a reliable analysis of watch brands in the premium and luxury segment. With more than 220 watch brands and over 100 advertisements surveyed, the study provides the most comprehensive overview to date of purchase behaviour and preferences of German consumers.
Many studies of luxury and premium brands face the challenge of not reaching sufficient samples for those brands only known by a small or very specific target group. This challenge has been met by a two-tier sampling process.
In phase 1, a sample of n=2,043 representative of the universe of all 20-69 year olds in Germany was interviewed. In phase 2, a sample of n=5,075 was selected to take a closer look at prospective purchasers of watches worth € 1,000 or more.
The Watch-Monitor 2013 thus meets the demand for statistically valid data on both the German population as a whole, and on the very small target group of watch enthusiasts.
The Watch-Monitor is primarily targeted at members of the watch industry. But it also holds valuable information for luxury goods manufacturers, advertising agencies and media companies who aim to take their marketing-relevant decisions based on current, experiential market research.
If you are interested in this study, please do not hesitate to contact us. We will be happy to provide you with further details and costs