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’Zenith’s underlying problem has been that it’s an iconic brand with an iconic movement, but without a clear product design language,’ says Oliver Müller, founder of the Swiss-based watch consulting firm LuxeConsult.
/ Financial times /
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Every year in March, Morgan Stanley, in collaboration with Swiss watch industry consultancy firm LuxeConsult, breaks out the sales of the top 50 Swiss watch brands, as well as the market share data. Ahead of the next edition to be published in a few months, we highlight ten key takeaways…
/ Morgan Stanley /
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Many new watchmakers come on the scene but, at the rarefied top end, ‘the world of watchmaking remains mainly European and largely masculine,’ said Oliver Müller, a luxury consultant who is advising Mr. Rexhepi in developing his brand. ‘There are many talents around the world, including Masahiro Kikuno in Japan, or Lin Yong Hua in China, but the reality is that to get on the radar, it helps to be based in Western Europe today, where there is a known tradition of watch craftsmanship.’
/ The New York Times /
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In fact, Oliver R. Müller, the founder of a luxury consulting agency for the watch industry called LuxeConsult, observes that ‘their aim is to develop a niche positioning. They want to complement what they are doing. It pushes their brand image.’
/ Jing Daily /
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According to Oliver Müller, founder of LuxeConsult and a contributor to the market share analysis in this report, Tudor has been performing much better than its peers over the last few years thanks to the consistent efforts of the Rolex management. ‘Rolex is not only using Tudor to protect itself from underneath to make it more difficult for competitors to get up the price ladder, but it has given the brand a very own product and brand identity. Tudor watches are not using Rolex movements, but they do share the same quest for product excellency and a coherent story telling,’ he says.
/ Revolution /
Regularly Published at
Since a few years Oliver Müller publishes articles on his blog hosted on the website of the Swiss newspaper Le Temps, providing in-depth market insight to the Swiss Watch Industry.
Oliver Müller reports on Swiss Watchmaking in regular columns at SJX Watches, a referential watch blog based in Singapore.
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