THE SOCIAL BUZZOF HUBLOT &

FOOTBALL

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

30 May – 13 June 2016

OURMISSION

The mechanical watchis a wonderful instrument

and the guardian of craftsmanshipand creativity.

Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise

into the world through our four missionsto inform, train, recognise and organise.

Since 2005, we have promoted valuesof excellence and tradition within

an organisation that has the supportof numerous brands.

In this series of trend reportswe aim to discover which stories,

pieces of news and industry developmentsin the world of haute horology gain

the most amount of traction in the digitalsphere - uncovering why these trends

are important to the industry.

Every two weeks we’ll be diving intothe world of digital conversations to discover,

what’s trending.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN MAY 30 TO JUNE 13

Percentage of conversations on luxury watches penetrated by the topic

Hublot and Football: With UEFA Euro 2016 kicking off, Hublot celebrates their relationship with the great game

A. Lange & Söhne releases a new entry level watch, the Saxonia Thin 37mm

Coverage on Hong Kong-based auctions increases as Phillips’ Hong Kong Watch Auction: Two begins

Rise in public interest of watchmakers using enamel dials in their new designs

Michel Parmigiani, founder of Parmigiani Fleurier, discusses his long relationship with the watch industry

1.08%

0.92%

0.72%

0.62%

0.36%

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

0

50

100

150

200

May-30 Jun-01 Jun-03 Jun-05 Jun-07 Jun-09 Jun-11 Jun-13

This period Average views per day in 2016

What’s been published on the HH Journal:

Fever PitchExamining the relationship between the high-end watch industry and the world of football – in anticipation of UEFA Euro 2016

Taxing Times for Swiss Watchmakers in ChinaDescribing the consequences, the Swiss watch industry faces with China’s introduction of a 60% important tax on luxury goods

Kari Voutilainen, from Môtiers with loveWatchmaker Kari Voutilaninen explains how he’s coun-tering the Michel Parmigiani/Frank Muller-model by thinking big, but staying small.

ANALYSINGTHE SOCIAL BUZZ

OF HUBLOT & FOOTBALL

Proclaimed proudly by the watchmaking brand, “Football makes Hublot tick! Hublot

loves football!”. Pelé, José Mourinho, Juventus, Paris Saint-Germain, Bayern

Munich, Luiz Felipe Scolari, Falcao, Xherdan Shaqiri, Diego Maradona, Guangzhou

Evergrande FC, Amsterdam’s Ajax and Manchester United. All legends of the game, and all names who have chosen to work with

Hublot at some point in their life.

In 2006 the Hublot did something that no previous luxury watch brand had truly attempted to do, dive headfirst into the

world of football. 10 years later the brand is as committed to the sport as it has ever been, and with the UEFA Euro 2016 kicking off on the 10th June the brand is certainly

busy. As well as being the Official Watch for the competition, the brand also released the

Big Bang Unico Retrograde Chronograph UEFA EURO 2016TM, and organised a

friendly game between two icons of the sport, Maradona and Pelé

“The first ever luxury brand in 2006 to plunge its foot into the

world of football. A daring move yet a natural fusion, a commitment

ever so strong which Hublot has maintained its solid status as the

veritable game master following on for 10 years till today”

The Hour Glass

Among Influencers

4.15%Penetration of conversations

by Hublot in Swiss Watch related conversations

8%Increase of Hublot mentions

against previoustwo weeks

25.93%Penetration of conversationsby football in Hublot related

conversations

Beyond Influencers

1,512All online references of

Hublot in relation to Football

9.52%Of mentions

of Hublot are in relation to Football

SUMMARY

In previous weeks we’ve witnessed an acceleration of activity around the relationship between the luxury watch industry and sports. While in many ways the relationship between

watchmaking and Football isn’t as strong as that of Tennis or Formula 1, Hublot do appear to be

making a notable difference in this area.

Rather than merely relying on celebrity endorsements or brand partnerships, Hublot actively attempt to generate more noise and

social media buzz by creating Hero content and stunts.

For the 2014 FIFA World Cup in Brazil the brand created a dedicated YouTube playlist for all their ‘Hublot Loves Football Content’ – an action that they do not repeat for other sporting events or activities they are attached to. With Tag Heuer

partnering with Christiano Ronaldo for the Formula 1 CR7 Limed Edition, Audemars Piguet working with Lionel Messi for their AP Royal Oak

Leo Messi Chronograph, and David Beckham being a notable watch collector,

the world of haute horology is set to become - gradually integrated within the Football universe.

Founded by Fondation de la Haute Horlogerie,the HH Journal is an online publication covering

watchmaking news in all its forms.

In collaboration with London-based agency RE-UP,The HH Journal is producing a series of trend

reports to analyse which current topics within the high-end watch industry are trending online.

Two key social tools are used to gather the data to analyse the current trends: An in-house database

of 2,000+ influencers and online sources specialising in luxury and watches – with the

ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.

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