Watches and Wonders: A New Era for Watchmaking Hype

Watches and Wonders (W&W) is a relatively young giant in the watch world. Its origins lie in the Salon International de la Haute Horlogerie (SIHH), a smaller, Geneva-based show established in 1991. SIHH catered to high-end brands seeking an alternative to the dominant Baselworld show.

Fast forward to 2019, tensions rose between major watch groups and Baselworld's organizers. This paved the way for W&W's rise. In 2022, Rolex, Richemont, and Patek Philippe officially launched the rebranded Watches and Wonders Geneva Foundation.

The Rise of a Media Powerhouse: W&W's success hinges on its focus on exclusivity and experience. Unlike sprawling Baselworld, W&W offers a curated showcase for luxury brands. This intimacy fosters a media frenzy. Journalists and influencers gain coveted access to the latest innovations, creating a global buzz around new releases.‍

A Marketing Masterclass: W&W's success offers valuable lessons for other industries:

• Curated Experiences: Creating a sense of exclusivity and controlled access piques media interest.
• Collaborative Spirit: W&W's foundation structure, with major brands working together, fosters a united front and strengthens the industry's voice.

Beyond W&W: The Undercover Game:

The watch industry leverages another tactic: subtle brand association.  Think James Bond's Omega or Rolex's A-list celebrity endorsements. These carefully crafted, long-term partnerships create a mystique around the brand, subtly weaving it into pop culture and sparking consumer desire.

The Takeaway: W&W's rise and the subtle brand association strategies employed by Rolex and Omega demonstrate the power of controlled media access, industry collaboration, and strategic partnerships in building brand recognition and excitement. These methods are adaptable across industries, offering valuable insights for any marketer seeking to elevate their brand's image and generate a buzz.