THE SOCIAL BUZZOF RICHARD

MILLE

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

16 May – 30 May 2016

OURMISSION

The mechanical watchis a wonderful instrument

and the guardian of craftsmanshipand creativity.

Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise

into the world through our four missionsto inform, train, recognise and organise.

Since 2005, we have promoted valuesof excellence and tradition within

an organisation that has the supportof numerous brands.

In this series of trend reportswe aim to discover which stories,

pieces of news and industry developmentsin the world of haute horology gain

the most amount of traction in the digitalsphere - uncovering why these trends

are important to the industry.

Every two weeks we’ll be diving intothe world of digital conversations to discover,

what’s trending.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN MAY 16 TO MAY 30

Percentage of conversations on luxury watches penetrated by the topic

1.74%

1.21%

1.11%

1.11%

0.82%

Rafael Nadal and Richard Mille release the RM 35-02 in time for Roland Garros

Chopard celebrate Monaco GP with their Grand Prix De Monaco Historique Race Edition

TAG Heuer cement their association with motorsports, announcing partnership with Red Bull Racing

Zenith partner with Cohiba cigars for the launch of the El Primero Chronomaster 1969 Cohiba Edition

Hublot showcase their new Classic Fu-sion Kobe Bryant ‘HeroVillain’ model

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

0

50

100

150

200

250

May-16

May-18

May-20

May-22

May-24

May-26

May-28

May-30

This period Average views per day in 2016

What’s been published on the HH Journal:

Richard Mille – Rafael Nadal’s New Automatic WatchDetailing the relationship between Richard Milleand Rafael Nadal

Under the hammer in MayA classic Zenith Chronomaster El Primerois auctioned at Antiquorum

ANALYSINGTHE SOCIAL BUZZOF RICHARD MILLE

Richard Mille and Rafael Nadal have both established themselves as icons in their own practise, and with an 8-year old partnership

they have also become renowned for producing cutting-edge timepieces that are functional for playing Tennis. As well as being known for their

innovation, the Richard Mille ‘Nadal’ range is famous for being ultra-light and shock resistant.

The release of the new RM 35-02 model also sees Richard Mille incorporating their patented

variable geometry rotor into the range – allowing the wearer to define the winding capacity and

speed according to their lifestyle.

As well as the obvious popularity for both these names, the continued advancement of the ‘Nadal’ range has been fundamental in

maintaining a significant volume of excitement for this particular range.

“Over the years, the tennis player and the watchmaker have worked hand in hand to create innovative wristwatches, notably in terms of

their lightweight designs and shock resistance — two essential qualities

for surviving Rafael Nadal’s forehand”

Pursuitist

Among Influencers

1.74%Penetration of conversations

by the Richard Mille RM35-02 in Swiss watch related

conversations

174.07%Increase of Richard Mille

mentions against the previous two weeks

48.65%Penetration of conversations by Rafael Nadal in Richard Mille related conversations

Beyond Influencers

530All online references to

Richard Mille in relation toRafael Nadal

8.63%Of mentions of Richard Mille

are in relation toRafael Nadal

SUMMARY

In a relatively small window of time we’ve witness stories connecting the world of luxury watches to Tennis, Formula 1 and Basketball trend online - obviously this is significantly

benefitted by the Monaco Grand Prix and Roland Garros all happening within this period.

As trending topics during this period show, the longstanding relationship between the Swiss

watch industry and Formula 1 is as relevant and crucial as ever, and notable races such as the

Monaco Grand Prix have become key calendar dates in the world of watches.

However haute horology is becoming increasingly engrained into the world of tennis,

with established players such as Caroline Wozniacki, Rodger Federer, Novak Djokovic and Kim Clijsters being an ambassador for leading

luxury watch brands.

The extent to which the budding relationship between horology and tennis is significant can be seen with the story of the Richard Mille RM 35-02 generating 111.76% more conversations than the Hublot Classic Fusion Kobe Bryant

‘HeroVillian’

Founded by Fondation de la Haute Horlogerie,the HH Journal is an online publication covering

watchmaking news in all its forms.

In collaboration with London-based agency RE-UP,The HH Journal is producing a series of trend

reports to analyse which current topics within the high-end watch industry are trending online.

Two key social tools are used to gather the data to analyse the current trends: An in-house database

of 2,000+ influencers and online sources specialising in luxury and watches – with the

ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.

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