The Most Buzzed-About Watch Brands Right Now

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Every quarter, we will reveal the shifting power rankings in the watch market. Thisoverview of movers and shakers is based on data pulled from the world’s largestwatch market platform, Chrono24. Together with Chrono24 and Ebner Publishing(also known for WatchTime magazine), I started a company called Chronolytics toanalyze and structure the data of Chrono24. We had noticed that there was no real sourceof information regarding consumer behavior in the watch market, so we decided to fill thatgap for watch manufacturers.Besides being a data vendor for the watchindustry, at Chronolytics we also cull data that we consider to be of interest to everydaywatch fans -- such as the brands that are generating particular interest within a specifictime frame. We determine which brands have "moved" the most by looking at shifts in shareof interest on Chrono24 from quarter to quarter.For example, if Bell &Ross had a total share of interest on Chrono24 of 6.05% in Q1 and this increased to 6.12%in Q2, that's growth of 1.15% -- significant enough to propel it into our quarterly Top 20Power Rankings. Here's the full list:Sohow can this information be useful to watch buyers? Well, it's not a top 20 of the mostpopular brands, but rather a top 20 of the brands that are currently provoking increasinginterest among consumers. Often, this suggests that these watches will become even morepopular -- perhaps more collectible -- and therefore increase in value over time. Another common reason for a surge in interest around a brand is rumors of anupcoming price increase driving people to snatch up bargains while they're there.Alternatively, it could be the effect of a successful marketing campaign or a memorableincident involving the brand.Here's a more detailed look at five of the brandsthat generated an increased share of interest over the last quarter.Richard Mille (growth of 70.39%)

Although Richard Mille owns only a small share of total interest on Chrono24, ithad a higher growth percentage in Q2 than all of the other brands -- by far.Why? Rafael Nadal put this watch in the spotlight twice during the second quarter of2012. The first time was when he had his big win at the French Open while wearing hisRichard Mille RM27. The second time was a few days later, when his watch was stolen fromhis Paris hotel room. Fortunately, the police were able to arrest the thief andreturn the watch. This was the second time Nadal “lost” a Richard Millewatch.We're guessing that the sight of a Richard Mille on the wrist ofJamaican sprinter Yohan Blake at the London Olympic Games doesn't hurt bran awarenesseither.Seiko (growth of 11.14%)

Seiko is the underdog of the watch industry in the Western world. The massesprobably know Seiko best for its affordable, battery-operated watches that are availablethrough most mall jewelers. But those aren't the only timepieces Seiko produces. The GrandSeiko collection is well-respected among watch nerds and critics. The increase in share ofinterest on Seiko watches could have something to do with the fact that the Grand Seikoline is now finally available more widely internationally.Hublot (growth of 9.86%)

Here's a perfect example of the effect of a great marketing campaign. Hublotwas one of themost prominent sponsors of the UEFA EURO 2012 tournament, which took place over threeweeks in June. As Hublot already had a significant share of interest on Chrono24, this Q2increase of 9.86% is quite steep indeed.Tudor (growth of 6.36%)

Judging by its Heritage Chronograph, Heritage Black Bay and Pelagos models,Rolex's kid brother is growing up quickly. For some time now Tudor has been capitalizingon the interest consumers show in their vintage models by drawing on them as inspirationfor new designs. The result has been increasing popularity at every BaselWorldand increasing share of interest on Chrono24.Bulgari (growth of 2.7%)

Bulgari? Yes. Bulgari. Their Diagono collection in particular has generated a lotof interest among watch enthusiasts in South America. This part of the world is becomingprogressively more important in the luxury sector, and Bulgari seems to be very popularhere. Continue Reading

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