The Breitling Watch Source Forums

Hi Everyone,

I am interested in knowing what Source Members think about ‘Global Design’ and how it may influence high value brands like Breitling. I am prompted to ask this question as I have just finished reading an article which has to some degree, galvanised my view on the topic. I wonder what your take might be…………

As most of us would appreciate, mature markets in the west cannot drive enough growth for many High Value brands, and paradoxically there are many opportunities in new and emerging markets that are now on offer to them. To attract customers in a new market, HV brands must;
a. Adapt their products and offers to suit that new market, or’
b. Not change their offer, but articulate the points of difference of the brand as an attraction for buyers in new and emerging markets, whilst honing traditional values, or
c. Do anything else.

The article that piqued my interested was an interview given by the new Head of Exterior Design (Production & Advanced) at Bentley, Sangyup Lee. Lee has worked at GM and at Volkswagen. He now heads up his part of the design process at Bentley under Luc Donckerwolke (ex Seat). His view (and I am paraphrasing) is that for Bentley, it’s a matter of strong DNA within their vehicle design which will allow them to sell globally, rather than adapting that DNA to different markets. So, in Asia and the US they must remain ‘Bentley’ and without compromise if they are going to attract new buyers.

Bentleys also want to become a Super Luxury car maker, with the essential ‘Master Craftsmanship’ ingredient as a cornerstone of their offer. Lee then goes onto speak about the digital input that is available, and how this is a balance to the traditional Bentley craftsmanship. He sees the two aspects in balance with each other, and keeping them in balance as being one of the challenges of his remit. I think he confused me a little with this reported view as I don’t quite get the connection, or why the balance of the two is so important, but that’s not the bit that is interesting.

The important bit is, if Bentley is thinking like this, then what are other high value brands doing? What, could Breitling be doing as I write? How much of what we are seeing lately is being influenced by new and emerging markets?

Any thoughts?

_________________
Jim

"You have Control".

A few random thoughts about this:

- In general, corporations, whether they produce toaster ovens or $10k watches, will make decisions that maximize their profit and growth. It is not surprising that they are seeking to cater to the growth markets in Asia and the Middle East.

- In many parts of the world with booming economies, "Western" sensibilities and style are still what are aspired to (albeit tinged with local flavor). So, while the high value brands may need to hew some towards the new growth markets in Asia and the Middle East, there also is a movement in sensibilities in those areas towards Western norms.

- There are hard barriers to adoption of some features that may force brands to change their products. For example, there is a Muslim prohibition on men wearing gold jewelry. How seriously men take this prohibition and the exact restriction (gold plating vs solid gold case, is any tiny amount acceptable, etc.) is an individual choice, but in general gold in a watch is frowned upon. So we may for example see companies advertise clearly that their watch contains absolutely no gold in regions where this is an issue. Further, companies with some gold in their watches (e.g., Rolex white gold surrounds) may change materials to suit these markets.

- I was recently waiting for a car to be shipped over from Europe. In transit, I could track the container ship on a number of websites that showed the location of every commercial container ship in the world in real time. Scanning around the globe, the difference in the number of ships leaving/entering Chinese ports compared to those around the US and Europe was absolutely astounding.

Any smart company would take serious consideration to the opportunity in those markets. I am sure Breitling has conducted a great deal of research in Asian and Middle Eastern markets. This may have spurred some of the more recent design changes. Company's need to take risk in order to grow and increase profits. While many of us see it as perplexing, it may turn out well for Breitling.

I admit to knowing nothing about business, although I should have thought that global marketing was more likely to generate sales: brands like Breitling, I would have thought, rely on it's established design as part of it's global identity. A good example is the Rolex Sub' design.

_________________
Regards

Steve