Ap Case

Positioning Women’s Watches in

the Audemars Piguet Universe

Agenda

1. Summary of Market Analysis

2. Brand Relationship and Brand Identity

Analysis

3. Product portfolio men and femmes du

monde

4. Assessing Communication for both

genders

5. Conclusion

GLO BAL LUXURY W ATCH M ARKET POSITION ING

High

Luxury

Patek p .

H arry W insto n

Breguet

Piaget

Audem ars piguet

Vacheron-constantin

Van Cleef & A.

F. M uller

Girard-perregaux

Cartier

Rolex

Zenith

Bulgari

Jaeger-lecoultre

Chaum et

Om ega

Technical

C OM PLICAT ION

M en w atch

brand

Chanel

LV

Baum e & m ercier

Access

Luxury

Chopard

Dior

Herm ès

Tag heuer

Gucci

SPO RT

Fashion

watch brand

LIFEST Y LE

W om en

w atch brand

Unisex w atch

brand

Boucheron

Precious

JEW ELLERY

Agenda

1. Summary of Market Analysis

2. Brand Relationship and Brand Identity

Analysis

3. Product portfolio men and femmes du

monde

4. Assessing Communication for both

genders

5. Conclusion

Communication (1/2): Advertising Campaign

Audemars Piguet: Marketing Insight

Alinghi + America’s Cup – 2003 edition and 2007

Valencia 2007

4.- Audemars Piguet: des projets

Audemars Piguet: Marketing Insight

Nick Faldo, Julien Clément, Juan Pablo Montoya

Audemars Piguet: Marketing Insight

Affinity Partner

A limited edition watch to mark

Maserati’s 90th anniversary

AP sponsors the Maserati Trophy

and is appointed “official supplier” for the GT

Alinghi

•Valeurs communes : technique

innovation

team spirit

savoir-faire

Audemars Piguet Brand Perceptions

- Active / Modern yet respects Tradition

Watch Lines: Sports, Classic, Tradition of Excellence,

Contemporary, Ladies

- Connoisseur / Savant / Intellectual

- Powerful / Daring / Confident

- Arrogant

Handcrafted

BRAND as PERSON

Technical

Chronograph,

Tourbillion

Innovation

Perfection

BRAND as PRODUCT

- Intelligent /...