Branding is really what it is all about, as many makers of fine watches envy the results of the Rolex monolith. Whether it surprises you or not, most people consider a Rolex watch to be the best you can get and the most expensive. How little they know. But this is because Rolex spends the most money on advertising by far, out of all other watch companies. Even if the people noticing Hublot watches on Second Life for the first time aren't about to go out and buy one, the key is the brand inoculation; making users remember the name and forming associations. Informing potential future buyers is big money. Get them while they are a bit younger with free time, and when the time comes to get a nice watch, they will remember the "Rolex alternative." My feeling is that this is Hublot's main intention.
Hublot has been working hard to engage the younger, richer market. Young doctors and other professionals who are style conscious yet wants something functional. Hublot scored big with the Big Bang (no pun intended), and would be foolish not to capitalize on that. By sponsoring events, and engaging the future well funded thinkers of America, Hublot is doing an admirable attempt as being (at least one of) the nice watches of choice.
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