Esquire and Harrods have revealed the findings of the ‘The Big Watch Survey 2015‘ and after analyzing consumer habits have some interesting findings. For example, one out of three people could be searching for a new watch within the next three weeks with 85% set on purchasing a wrist watch within the next 2 yrs.
Based on feedback from visitors of Esquire, The Large Watch Book and Men’s Health, the top five factors relating to watch selection were listed as:
- Design/Style of the watch
- Brand
- Brand Heritage
- Price
- Size
When consumers were questioned about which watches they presently possessed, participants to Esquire and Men’s Health pointed to Casio as the most popular brand with 5,336 people stating they possessed one. Omega arrived second with 4,017. The rest of the top 5 was comprised of Seiko (3,778), TAG Heuer (3,757) and Rolex (3,197).
Price and convenience and were the top two factors in making a sale. 40% stated a discount was crucial while more than 30% sought the quickest route to ownership, looking for which retailers carried stock.
The Biggest Watch Survey 2015
Current Watch Ownership
Casio (5,336)
Omega (4,017)
Seiko (3,778)
TAG Heuer (3,757)
Rolex (3,197)
Citizen (2,999)
Armani (2,172)
Breitling (2,027)
Tissot (1,951)
Longines (1,380)
Cartier (1,127)
Michael Kors (1,087)
Gucci (1,086)
Raymond Weil (1,048)
IWC (877)
Oris (855)
Panerai (746)
Bulova (633)
Jaeger-LeCoultre (570)
Hamilton (515)
Christopher Ward (509)
TW Steel (500)
Rado (472)
Tudor (457)
Baume et Mercier (444)
Duncan Chater, group publishing director at Hearst Magazines UK, said: “The 2015 online survey saw almost 14,000 respondents spend an average of 15 minutes sharing their watch buying habits, and those surveyed included Men’s Health and Esquire readers who also consume brands such as The Financial Times, QP Magazine, GQ and The Daily Telegraph. The results provide us with unique insights into the watch buying process, which we can share with our advertisers.”
With 13,882 participants as a whole originating from both print and digital shops the research is a credible, authentic sample from the market’s habits.
Having a median age of 38 and an average personal earnings of £43,342 as well as an average household earnings of £62,532.
Perhaps the most striking factor is the percent that purchased thier watch elsewhere. With emerging super sites like First class watches taking up a large percent of “somewhere else”.
