Today, we turn our luxury spotlight onto luxury watch company IWC.
What we like about this company is their innovation and "zealous" brand protection. We read in the Times Online that they released a weighty 4-kilo book last month to celebrate their history.
Another interesting revelation in this article is IWC’s male-skewed audience. It supposedly sells 70 percent of its watches to men.
Whilst speaking about the global economy, IWC CEO Georges Kern, said "The brands that are losing ground now are those with a loose image.” Kern believes brands that are successful are those with history, tradition, values, content and reassure consumers in terms of quality, with classic designs.
Kerns also recognises that more than anything, luxury is about selling a dream. He said, "We're storytellers. We have inspiring names and mythical products." Not that this is new news, most CEOs will roll out this passionate rhetoric, however the difference is those that 'do' and those that say but don't do. IWC is a 'doer' and therefore is a standout here.
Watch image courtesy of www.iwc.com