Thursday, July 31, 2008
Just 7 days to go until the Olympic Games in Beijing are off to a running start. With a mind-blowing 205 nations competing in 28 sports, this year's games will be non-stop nail-biting, record breaking excitement. From the first pulsating second of the first game, OMEGA will be there, providing the official timekeeping and data-handling for the Olympic games. Omega will maintain a prolific presence, time-keeping and data- handling for 28 different sports at 37 venues. Omega will provide 450 on-site professionals, an incredible 420 tons of cutting edge equipment including 70 public scoreboards, 105 miles of cables and optical fibre, 65 TV generators and state-of-the-art time-keeping and data-handling technology. Omega's equipment is specifically adapted to the requirements of each sports.
Omega is continuing its long standing tradition of time-keeping at the Olympic Games. Since the Olympic games in Los Angeles 1932 where Omega kept time using its chronographs and stop-watches developed by its subsidiary Lemania.
Two commemorate the Olympic games in Beijing, Omega is launching two of the finest collections: the timeless and the Special Collections. The timeless Collection contains a precision chronograph which is reminiscent of the chronograph used in the 1932 Los Angeles Olympic games. 6 of the models in this collection have Arabic numbers , the red Omega name and logo, found on earlier models. The collection maintains its incredible feature found in earlier models" five interlocking Olympic rings in the blue, yellow, black, green and red mounted on the counterweights of the central chronograph second hand. This collection of watches is a icon of exceptional innovation and craftsmanship to provide decades of precision instruments for the Olympic Games.
Only a couple more days and the games will begin. Rest assured, Omega will be there, monitoring fractions of a second.
LET THE GAMES BEGIN
Wednesday, July 30, 2008
The technological world is moving fast; T.Vs are flatter and clearer, Computers are faster and can store a wealth of information; toys and games light up and spin and flash. As the world turns great minds are finding ways of making products more cost-effective and flashier; churning out products in great identical numbers to be mass marketed.
Let us step off the speeding train of manufacturing, trade and mass production, and enter the world of individuality, craftsmanship and precision. The luxury watch. No corners have been cut to make the luxury watch more cost effective, no detail omitted, on the contrary, attention to the slightest detail takes hours of precise planning and crafting. The complications have been perfected over time, a complication such as the tourbillon - a movement that is said, eradicates the effect of gravity on the watch can take three years from idea to delivery.
In the 1980's Vacheron Constantin focused it's attention on crafting a minute repeater,undoubtably one of the most complicated movement in watchmaking today. The company took apart a 1940's wristwatch, examining each peice with intense precision, and an idea for a new minute repeater began to take form. Vacheron Constantin, hand picked a team of expert watchmakers and engineers and drew up plans. The new minute repeater from conception to completion took four years of hard work, committment and tireless determination. Finally in 1993 Vacheron Constatin unveiled its first piece, the caliber 1755, in honor of the year Vacheron Constantin was founded. This exceptional accomplishment is the final series of the caliber 1755 – that is to be found in the Platinum Les Cabinotiers Skeleton Minute Repeater watch.
This is just one example of a watch crafted to be exceptional. A watch that will travel through time, never ageing, never to be outdone by the passing of time.
A luxury watch is crafted to belong to time, and although it will keep time with precision, time itself will have no impact on it.
Tuesday, July 29, 2008
Last year,at CEATEC Japan 2007, Citizen of Japan introduced an innovative concept watch. A watch that can predict an earthquake. Since Japan, like Los Angeles, is prone to earthquakes a watch like this was in order. This watch was developed in part with Rhythm watch, pairing an Earthquake early warning (EEW) receiver and an analog watch. The Seismic Watch works like any other watch that you get from the store, it tells the time, but as soon as the earth becomes restless, the watch will receive a signal from the EEW which will cause the hour hand to speed up, based on the seismic intensity estimation. The minute and the second hands will give the countdown time to the earthquakes arrival.
In addition, an alarm will sound and a built in vibrator will cause the watch to vibrate so that no warning goes unnoticed. Currently this watch will only work in Japan, as it relies on announcements from the Japan's Meteorological Office. Citizen claims that this watch can provide the wearer with a more instant notification than that of cellphone alarms or Email alerts. This prototype is only available in a men's model as the components needed for this seismic watch are quite large. Work is being done to shrink these components to fit into a women's watch.
A target release date is in 2010 with a mere $170 price tag.
Tag Heuer is scheduled to release its Meridiist Cell phone in September. Tag Heuer has applied its excellence in luxury watch craftsmanship to the Meridiist.
The Meridiist is swiss engineered and hand assembled from a staggering 430 components. The Meridiist is crafted from the same corrosion- resistant 316L steel, used in Tag Heuer luxury watches. The cellphone is protected by unscratchable 60.5 sapphire crystal, 28 days of power reserve ,and 7 hours of talk time. Tag Heuer has added a unique characteristic to the Meridiist, a front independent time unit with a QVGA display screen.
The sleek sophisticated design is changing the way the world views the cellphone.
Monday, July 28, 2008
- Forged Carbon ( a carbon fiber that has been placed within a mold, compressed at a high temperature under pressures over 300 kilos per cubic centimeter) is used for the case middle.
- The Royal Oak signature bezel, pushpieces and crown are ceramics.
- The ring surrounding the case back is held in place by no less than eight screws and crafted from PVD blackened titanium.
- The materials used to make the movement of the watch is equally unique: The mainplate is carbon, the central bridge is green eloxed aluminium. The case back side, the bridges are black PVD in addition to the control and coupling levers. The two power reserve cones, the inserts displayed in the openworked zones at 6 and 12 'o' clock.sport an amorphous carbon coating.
- The tourbillon ,weighing in at just 0.45 grams and comprising of an astounding 70 parts , is exceptionally crafted from two-tone black PVD and steel finish.
Phew, now that was just a partial list of the materials, and I haven't even gotten to the complex rapid-rotation twin-barrel system.
In the end I think that this watches appeal will be in its mind bending aesthetics and it's cutting edge futuristic watch craftmanship. A peice of the future able to fit in the palm of ones hand or, then again, on ones wrist.
The watch is not here yet, it is still on its journey, so that by the time it does surface, it is perfection.
Thursday, July 24, 2008
A good question! There is nothing more unsightly than a luxury watch with a huge scratch across the face. Luckily most luxury watch crystals (the transparent cover that protects the watch face) are synthetic sapphire. Sapphire is an impressive No. 9 on the Mohs scale of Hardness. This scale is the preferred method used to rank Gemstones and other minerals according to their hardness. The scale is graded from 1 to 10; 1 being the softest (talc) and 10 being the hardest (diamond)
A fingernail is 2.5 and pure gold, silver and aluminum ranges is a mere 2.5; glass is between 5.5 and 6.5 and emerald is 7.5. Both Ruby and Sapphire tie at No. 9.
The rule of the thumb is that any higher digit on the scale can scratch any lower digit. A diamond can scratch just about anything, whereas talc can be scratched by anything.
Sapphire crystal is therefore one of the hardest materials on the earth, and as a result scratch resistant to any material lower on the Mohs scale. Being a whopping 9 means that the crystal is quite protected .However, before you go about testing the watch yourself, remember that since sapphire crystal is so hard, it is also brittle, and can shatter or chip more easily than some of the other watch crystals like Plexiglas or mineral glass. In addition some man made materials used to make simulated stone surfaces for furniture and walls comprise of incorporated silicon carbide. This material ranges between 9 and 10. The watch wearer should be careful not to scrape the watch against this type of wall or furniture, as this could result in a scratch of the watch crystal.
Although your watch is scratch resistant , it does not mean that the watch crystal is necessary sapphire crystal. Some watch crystals are coated with a hard substance that makes them scratch resistant.
As with any luxury watch, good maintenace and care is part of the longevity of your watch. So if you looking to buy a:
If you're about to make a luxury watch purchase as a special gift for someone you care about, you want to be sure that the timepiece you're choosing is the perfect watch for that person. Whether it is for a male or female, choosing a luxury watch today is an accessory that will long be appreciated and cherished, however, it'simportant to remember that each person has his or her own discriminating and particular style. For that reason, before you make a selection, give thought to the personality as well as to the fashion sense of the individual.
What Type of Person Are You Buying For?
Today, watches have gone far beyond their original purpose of just telling time. And because there are so many different types of watches, movements and styles to choose from, you can't just purchase a watch for someone just because you like it. When choosing such a generous gift, your goal is to be sure the recipient of the luxury watch will love it. So when choosing a luxury watch, think carefully about whether it suits the personality of the person you're buying for. Think about the lifestyle of the person who will be wearing the watch in addition to their level of activity, the type of use the watch will get, and whether the watch is for dress-up occasions or every day activity. You want the watch to compliment the person's life and have it add something special to their wardrobe, so, take note as to whether the person you are buying for chooses simple styles or designs that are more elaborate.
What Watch Should You Buy?
After you've determined the personality of the person you are buying for, think about the needs of that person. As you get ready to purchase a luxury watch, keep in mind that there are many kinds of watches, which can range anywhere from fashion watches, to designer watches, casual watches, dive watches, and novelty watches. So, if you're buying a luxury watch for a very active person, of course that would require a rugged watch, one that can be used for water sports, mountain climbing or other heavy-duty activities. If you're buying a watch for someone that will use it for work, than you want a watch that has elegance and style.
The following is a brief guide to follow when you get ready to buy a luxury watch as a gift.
- A sporty, luxury watch can meet the demands of an active lifestyle, not only because it can measure speed and time, but also because it will be water resistant. For the man or woman who is into sports, you might want to consider a watch with a face that is easy to read. Best to get a timepiece that is highly resistant to the elements.
- If your special gift is going to be a stylish luxury watch, one that might be worn to work, you should consider a watch that is trendy and cutting edge. It follows that you want a watch that has unusual features, which might include a unique shape, a different color face or perhaps a very stylish band.
- If you've already decided that the watch you purchase is going to be chic, stylish and extremely functional, you probably want a watch that not only looks good, but always keep great time. Some luxury timepieces come with features that remind a person when it's time to get to their next appointment, while other watches keep time through the simple movement of the wrist. Today, the choices are so vast that some watches even come with a GPS or MP3 player.
- Perhaps you're in the market for a watch that has a more formal, elegant look. If so, consider a jeweled watch with diamonds gracing the face of the watch. Any woman or man would be proud to wear a watch that is bejeweled with precious stones. More to the point, a watch with diamonds is durable as well as good-looking.
Because a luxury watch is a very special gift, it is meant to make a statement of class, distinction and functionality. When you buy a luxury watch you want to be sure it will last for decades, so when you get ready to purchase a luxury watch, buy from an authorized dealer. If you are in the market for a genuine luxury watch, to assure that you get what you pay for, choose to make your purchase from an approved and recommended authorized dealer.
And if you buy online, choose from a dealer that has a large selection of luxury watches, such as Movado, Ebel, Concord, Cartier, Chopard, Baume to name a few. When you get ready to make your purchase, choose from a dealer that has a long-standing reputation of excellence, along with a passion and love of luxury watches.
Copyright (c) 2008 Joseph Levy
Wednesday, July 23, 2008
Who could forget the 2006 nail-biting thriller "The Sentinal"staring Michael Douglas and Kiether Sutherland? Micheal Douglas plays Pete Garrison, high ranking special agent suspected of wanting to kill the president. Time is of the essence. He has to prove his innocence, his life is on the line.
... and you guessed it. Micheal Douglas is wearing the Tag Heuer Carrera Chronograph throughout the movie. The watch's black face , black leather band and black aluminum bezel is a constant reminder that Micheal Douglas is serious. The Tag Heuer Carrera Chronograph adds a powerful sense of urgency to the movie. The watch is bold and driven. A watch for life where every minute counts. The Tag Heuer Carrera Chronograph is yet another fine example of a Luxury Watch.
Tuesday, July 22, 2008
- A mechanical watch has one source of power - YOU! What powers you? Coffee perhaps? You may have just rolled out of bed, rubbed your eyes and felt the bedside table in fumbling motions for your luxury watch. You wind it without much thought, but in doing so, you have unleashed a series of remarkable movements that provide the power to your luxury watch.
In turning the knob, you wind the mainspring - the power source in mechanical watches. The mainspring is a spiral spring of metal ribbon coiled around an arbor (the central axle); the inner end of the mainspring is attached to the arbor with small hooks or tabs, and the outer end to the barrel ( a cylindrical box). The mainspring is wound by turning the arbor, but drives the watch movement by the barrel. This ensures that the watch is still being powered during winding. The arbor has a ratchet attached to it, with a click so that the force of the spring will not turn the arbor backwards, and thus unwinding it. Once the arbor is wound it no longer moves. The pull of the stored energy of the mainspring turns the barrel. The barrel has a ring of gear teeth around it. The ring of teeth interlocks with the center wheel pinion and drives the wheel train. In most watches the barrel rotates once every eight hours, thus the 40 hour spring needs five turns to fully unwind.
Some useful facts pertaining to the mainspring of your Luxury Mechanical Watch.
- The Mainspring is wound around the arbor with great force. Disassembling the mainspring without the "know how" could cause the mainspring to suddenly release, causing injury. The mainspring should be 'let down' gently first by holding the winding knob and pulling the click back. This allows the spring to unwind slowly. In general ,the disassembling of any luxury watch, should be done by a watch professional.
- Older watches, such as those made before the 1960, had mainsprings that broke quite frequently. This was due to the constant stress cycles endured by the metal, causing the metal to weaken and then snap. The stress was the strongest directly around the arbor, where there was no space between the coils, this point could quite easily be reached, while winding. Although, metallurgy has improved, broken mainsprings although rare can occur.
- Some watches will no longer work when fully wound. This led to many theories of over winding. Over winding is a myth and does not validate the reason for fully wound watches to stop. Winding a watch all the way, does not damage the watch; however, over time the watch movements collect dust and the oil dries up. The dust and oil causes enough friction so the smooth running of the mainspring is hampered, leaving little force for the mainspring to turn until the end of its running period. If the owner continues to wind the watch, without servicing the watch, the friction reaches the flat part of the torque curve and the watch will stop, even though the watch is fully wound.
- Mainsprings can become tired or deformed, and lose some of there force. This will cause the running time between winding to be decreased. At this point your watch needs to be serviced, and your mainspring replaced if necessary.
- Power reserve indicator: Some high end watches like the Audemars Piguet Arnold All Stars has an extra dial on the face indicating the amount of power left in the mainspring. Most dials interpret this into amount of remaining hours. A differential gear is crafted within this watch which determines how far the arbor has been turned compared to the barrel.
Estelle Getty will be fondly remembered in her role as Sophia Petrilla, Arthur's mother on the Golden Girls.
Here is a Funny Video with Estelle Getty,
She was a luxury watch lover
Monday, July 21, 2008
I have decided that I like Rado Watches. Their watches always push the edges in design; they are intriguing and free. Kind of “Let’s do it” attitude. Rado pioneered the use of materials such as Sapphire Crystal and ceramic. The slogans on Rado’s website are quite fitting to their watch designs: “There is no greater power than the imagination, of dreaming and then realizing ones dream.” and “If we can imagine it, we can make it, if we can make it, we will.” No I am not going to get all weepy eyed and sentimental over their watches, but WOW! What slogans to build a company. Their slogans fit their watches. I like that. I like that a lot. Imagine wearing a watch designed on a dream, an innovative dream. I love the power Rado has given to the imagination; they have no boundaries on watch design. No wonder. The imagination has no boundaries. Below are some of my favorites; the watches that could only have been crafted on imagination.
The Rado Cerix humors the naked eye with its angular strap. This watch is distinct. This is the watch that actually hooked me onto Rado.
This is my purple one - the Rado Lantano. Well I do not have one, but I wish I did. The color of this watch invigorates the mind. I love the simple, friendly dial sporting a solid plum dot. This watch will add the finishing touches to an evening dress.
Rado Blue fascination Watch.
Last but not least - the "Carpe Diem" Watch. Meaning "Seize the day". A phrase from the Roman poet Horace. This watch is a Limited Edition work of art.
R. Van Halem
Friday, July 18, 2008
Traditionally considered a male
domain, women are also driving up sales now. Luxury watch makers are trying their best to design the female equivalent of their most popular watch models. Another notable trend is the integration of new technology and the use of unconventional materials in luxury watches. Also all major brands are raising their price level by repositioning of their products.
The report is aimed at providing a basic understanding of the luxury watch market. It analyzes the Swiss luxury watch market and its export destinations. Apart from providing a competitive landscape of the market, the report also profiles the major luxury watch makers, with a discussion of their key business strategies. It also analyzes the major trends prevalent in the luxury watch market.
Wednesday, July 16, 2008
Fund-raising efforts for the Leonardo DiCaprio Fund, which promotes environmental programs worldwide, will focus on two unique Jaeger-LeCoultre luxury timepieces that will be part of a limited series. Jaeger-LeCoultre announced that the watches feature technology never used before.
The luxury watches will be presented at the new Jaeger-LeCoultre Boutiques in Boca Raton and Beverly Hills, which will open this summer and fall respectively.
The first piece for sale will be a one-of-a-kind Master Compressor Extreme Lab, worn by DiCaprio to the premiere of his documentary, "The 11th Hour." This piece, which is valued at approximately $300,000, will be engraved with Leonardo DiCaprio's signature. The watch, which is made of carbon fiber and titanium, is said to feature an automatic tourbillon, two time zones, a pointer-type AM/PM indication at 12 o'clock and a patented jumping date display between 15 and 16 linked to local time. This concept watch is reportedly resistant to extreme temperatures of -40 degrees to +60 degrees Celsius.
The second timepiece for sale, a one-of-a-kind edition of the Reverso Gyrotourbillon 2, is valued at approximately $400,000. It is reported to contain a state-of-the-art, first-ever spherical tourbillon. The Reverso Gyrotourbillon 2 contains over 371 parts and was specially created ths year to commemorate the 175th anniversary of Jaeger-LeCoultre.
By: Rachel Lieberman, Israel Diamond Industry Portal
Tuesday, July 15, 2008
Two race cars are wheel to wheel, speeding towards the finish line - the checkered flag. The difference is to the 10,000th of a second, and Tag Heuer's precision timekeeping has named a winner. From 100th of a second in 1916 to a mere 10,000th of a second in this year's Indy 500, Tag Heuer has taken the art of keeping time to a new level. Tag Heuer has produced some of the most innovative time pieces associated with the world of Motor Sports. It comes as no surprise that Tag Heuer has embarked on a remarkable voyage to find the best driver in the world. This is no easy endeavor; however, Tag Heuer is ready for the challenge.
Tag Heuer has hand picked a jury of ex-drivers, team principles, race promoters and journalists to formulate a method to judge and analyze race results on a weekly basis.
Every Monday, these results will be validated by a panel of 8 international motor racing experts. Tag Heuer has selected five categories: Formula One, GP2, Indycar, NASCAR and the World Rally Championship. Taking in account the results of each event, points will be awarded to the first five five finishers. Additional points will be awarded for the fastest lap or the winner of the most legs in the Rally event.
At the end of the year, the driver with the most points will be awarded the Tag Heuer Racing Award.
Friday, July 11, 2008
Wow! That was a great movie. Jason Bourne, played incredibly well by Matt Damon, occupied the screen with his good looks, and intense energy. The time factor in the movie played an important role. Nothing like the ticking of a watch to turn the suspense into high gear. Bourne is on a mission to find his true identity; he is being chased by the CIA, hopping from Moscow to Madrid to Paris, London, Tangier, New York (Phew!) and all the while he is staying ahead of the game, and outsmarting his pursuers in the nick of time. Through out this movie, Jason Bourne keeps track of time with his TAG Heuer Link Chronograph.
The Tag Heuer Link Chronograph sporting a blue dial, played a spectacular role in this movie, and undoubtedly the movie would not have been the same without it.
Thursday, July 10, 2008
Wednesday, July 9, 2008
Rihanna's video "Take A Bow" is continuing to gain international success. I just watched her song on YOU TUBE and to date the video has been viewed an amazing 14 million times. 14 million times. The music video does not begin with Riyanna's face but Riyanna's watch - a Piaget Polo 18 carat gold watch. A couple minutes into the video Riyanna looks at her Piaget watch, and sings "Now its time to go." The crystal clear image of the Piaget's watch fills up the screen for a good three seconds - an eternity in music videos.
Piaget's gold watch makes its mark in this video in what ,I think, is a very clever and striking marketing campaign by Piaget.
Tuesday, July 8, 2008
Monday, July 7, 2008
Friday, July 4, 2008
What could be squarer than the Bell & Ross Collection; my favorite of which is the BR01 cobalt blue. This electrifying watch transports you into the cockpit of a fighter jet with its black background and blue dials. This is perfect watch for one who wants to be at the top of the game, and a passion for flight.
Bell & Ross has torpedoed into the Square market with its square cased Black or White ceramic pieces some sparkling with diamonds.
Another watch I just love is the Formex: I Board Limited Edition. Formax is the creator of the active suspension watch. The ETA 7754, a legendary watch movement, powers the iBoard. The case is PVD coated steel, the Bezel is titanium and it has a ceramic crown at the 3 o’clock position. The 12 ‘o clock pushers are ceramic as well. This aggressive watch screams for action.
A watch that caught my eye is the Jaeger-LeCoutre: Reverso Squadra Chronograph GMT. The unique aspect about this watch is that you can turn the case 180 degrees to protect the crystal from potential damage. Jaeger-Le Coultre was one of the first watch brands to utilize materials such as rubber and carbon fiber in the design of their watchcases. The great thing about this watch, besides from the incredible movements, is the rubber strap. If you love sleek design and an empowering look, but want comfort as well, then this watch is for you.
I was just about to finish writing (its 4th of July – the barbecue needs a tending) when I spotted the Pierre Kunz: Metropolitan Tourbillon. My eyes were riveted to the incredible gold sandwich design case, and the flying one-minute tourbillon cut out at the six o’ clock position. This watch is graced with an impressive movement: A manually wound caliber PK 2102. The Metropolitan has no less than 20 jewels, running at 18,000 vibrations per hour. The dial opening allows one to view the carriage and the balance. The watch face is exquisitely hand decorated with bold edgy numbers. This watch is a true testament to Pierre Kanz’s place in the world of luxury watches.
If your collection is partial to round watches and you want to add some edge or you are looking for the perfect watch, think in the box. You may be very pleased with the outcome.
Thursday, July 3, 2008
Within the category of luxury brand watches, Girard-Perregaux items are near the top of the list with regard to price and luxurious characteristics. Usually being priced at $5,000 and higher on the retail market, Girard-Perregaux luxury brand watches are something to set your eyes upon. The uniqueness factor which surrounds Girard-Perregaux watches is a large reason why these are so highly sought after and evidence of the price tag as well. The following will list some of the unique qualities surrounding these luxury watches so that one can determine if a Girard-Perregaux watch is right for them.
Many of the watches produced by Girard-Perregaux feature brilliant colors. From the blue mother of pearl dial on the Cat's Eye model to the bright pink tone of the Cat's Eye Horizontal watch model, Girard-Perregaux focuses on color tones which will bring passersby to a standstill. As opposed to the silver and black tones often featured on luxury watches produced by other companies, this company finds that you can have a luxury watch while not sacrificing color and flair at the same time.
The Brilliant Use of Diamonds on Girard-Perregaux Watches
Many of the Girard-Perregaux watch styles also feature diamonds as a main focal point. Both men and women's watches have dazzling features such as inlaid diamonds. Some of the more popular models which feature this beautiful timepiece include the Vintage 1945, BMW Oracle Team Column Wheel and the original Column Wheel style. The presence of the diamonds is certain to increase the price of the watch itself but the final product which occurs as a result of the diamonds is nothing less than spectacular.
Unique Watch Face Characteristics
Another unique characteristic evident with Girard-Perregaux watches relates to the face. Many of the watch faces have unique designs on them such as the floral motif on the ladies Vintage 1945 or the vibrant blue color tone of the Richeville model. The men's watches also contain unique qualities such as the colorful numbers on the men's Vintage 1945 or the red signature dial of this same watch model. For those who want a watch to stand out and make a statement about the wearer. The choices are almost endless when shopping for a Girard-Perregaux luxury brand watch.
Watch Materials Not Often Seen With Other Watch Manufacturers
Girard-Perregaux also adds flavor and flair to their watches by using materials not often seen with other luxury watch designers. Some of the watches produced by this watchmaker contain titanium metals and skeleton see-through case backs. Another feature seen in Girard-Perregaux watches is the Worldwide Time Control feature, which allows the wearer to see the time and other pertinent information pertaining to over twenty different cities throughout the world. This feature is one which is a true favorite of the traveling businessman who needs to know the time in many different locations. No matter what the unique feature may be, Girard-Perregaux goes above and beyond the normal watch making routine to produce unique, one-of-a-kind items which many view as the ideal components of a luxury watch.
In clebration of July 4th, THE WATCHERY has marked down a huge selection of watches. Treat yourself to one of our brand name luxury watches by Tag Heuer, Movado, Cartier, Ebel, Concord, Corum. Keep in mind our watches are all brand new and authentic with serial numbers. We never sell factory rejects or refurbished murchandise. We work hard to provide you with the best watches for the lowest possible price.
Wednesday, July 2, 2008
AAAA SmartBrief | 07/02/2008
High-end jeweler Cartier will use MySpace for the multinational launch of its new collection, Love by Cartier. The deal reflects both the broad reach of Web 2.0 sites and brands' interest in making one buy to reach multiple global markets, according to this article. Advertising Age (06/30)
The latest marketer to target the reaches of MySpace? Cartier.
Cartier, a brand better known for diamond necklaces and $10,000 watches, will advertise its latest collection, Love by Cartier, in a deal which was done out of MySpace's office in France but will span multiple countries.
|Cartier's deal with MySpace is an endorsement of a global ad market and the appeal of doing one buy that can stretch across multiple geographies.|
It's yet another reminder that mainstream Web 2.0 sites have broader audiences than people often assume (last year Neiman Marcus chose YouTube as a place to publicize its 100-year anniversary). It's also an endorsement of a global ad market and the appeal of doing one buy that can stretch across multiple geographies.
It's not just for kids anymore
"There's this misperception in the market about MySpace being a youth site, a site for teens," said Travis Katz, managing director-international operations for MySpace. "But 85% of our audience in the U.S. is over 18, and 40% of all moms in U.S. are on MySpace." He claims that MySpace reaches more people making $100,000-plus than other social-network competitors, such as Facebook and Yahoo 360.
Still, a bigger reason brands are feeling more comfortable with MySpace is that the site has created well-lighted areas around video, music, games and celebrity. Some call it the "portalization" approach. According to people familiar with advertising on the site, cost-per-thousand viewers, or CPM, for integrated campaigns such as Cartier's tends to run in the mid-single digits, around $5.
But Mr. Katz seems more excited that Cartier's is a global deal, and that MySpace is figuring out ways to derive revenue from its international traffic -- 40% of its audience is outside the U.S., he said.
"If you're working with a traditional portal or media company, in each country you have to deal with a separate team, sales force. ... We can take a global message and localize it for each territory," he said. This is not MySpace's first global deal (previous multiterritory deals have included Sony Ericsson, Intel and Nokia), but it is the most far-reaching, with the campaign spanning eight languages.
Cartier's MySpace profile has songs from 12 artists, including Lou Reed and Marion Cotillard, that commemorate the collection. Users can listen to them on MySpace or download them for free at a Cartier mini-site. In the first few days, the profile logged 100,000 views, said MySpace.
Recently, TechCrunch took a look at international social-network users and the strength of the online ad market from which those users hail. It determined that even though MySpace is second to Facebook in worldwide unique visitors, MySpace's visitors were from countries that spend more on online advertisers, thus making MySpace potentially more valuable. Such figures certainly excite MySpace executives. Also exciting? Having good traffic in locales with strong currencies, such as the U.K. and across Europe. For U.S.-based companies at a time when the dollar is weak, that can be doubly nice (literally, in the case of the English pound).
Mr. Katz said that CPMs are much higher in countries such as the U.K. and Japan partly because of that currency strength but also because they have strong online ad markets. But he said even in markets where CPMs are weaker and fewer dollars are devoted to online interaction, the shift to digital is happening. He cites Spain, where online ad spending is growing at 35% a year, though it represented just 4% of total marketing budgets a year ago. MySpace's strongest international markets include Japan, Australia, France, Germany and Canada.
Global spending expected to surge
PricewaterhouseCoopers data estimate that while the U.S. has the largest base, internet ad spending in all other regions will outpace domestic growth over the next five years. Given the small base of international business relative to domestic business, it's not surprising that MySpace's international ad growth is outpacing its domestic ad growth.
I found an excellent article about Movado Group Founder Gerry Grinberg. Definitely worth a read.