Thursday, 15 April 2010

Richemont’s IWC: A Standout Brand To Watch – 15/4/10

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

Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,