THE SOCIAL BUZZ

OF OMEGA AND THE OLYMPICS

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

25 July – 08 August 2016

OURMISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship

and 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 JULY 25 TO AUGUST 08

Percentage of conversations on luxury watches penetrated by the topic

Omega launch 3 new timepieces as they celebrate their longstanding relationship with the Olympic games

Chopard showcase two new, limited edition watches to add to their classic Mille Miglia collection

After being showcased at SIHH 2016, Journalists finally get their hands on the new IWC Big Pilot Heritage Watch 55

Journalist Ariel Adams creates buzz around the Omega Speedmaster Moonwatch Alaska Project watch, after receiving the last unsold new one in the US

Bulgari introduce their new Hora Domus Dual Time Zone

2.24%

0.57%

0.4%

0.34%

0.34%

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

What’s been published on the HH Journal:

Olympic Games in Rio: Eldorado or fiasco?Exploring the realities of the current social conditionings of Brazil vs Inácio Lula da Silva’s dream of putting Brazil on the economic map

Omega in the starting blocks at RioExploring the long history between Omega and the Olympic Games

ANALYSINGTHE SOCIAL BUZZOF OMEGA ANDTHE OLYMPICS

With the Olympic games kick starting on the 3rd August, people are understandably excited about what is set to come from the top athletes

around the world. However, luxury watch fanatics are also excited to see what is going to come

from Omega.

Omega began their relationship with the Olympics back in 1932 during the Los Angeles Games. Since then the brand has well and truly

established themselves as the official timekeeper of the Olympics, celebrating the fact every

four years with the release of limited edition timepieces.

For Rio the brand has released special versions of their Seamaster Diver 300M, Seamaster

Bullhead and Speedmaster Mark II.

While the Rio Olympic edition models of the Omega timepieces have on their own generated

a sufficient volume of buzz among the online watch communities, the full story of Omega’s history with the games has continuously been retold and shared within this period of time.

“Omega watches have been the official time-keeper of the Olympics

since 1932 and will be present at this year’s games in Rio De Janeiro as

well. Nothing perhaps exemplifies the Olympic gold standard of excellence

more than the Omega DeVille Automatic men’s watch.”

World of Watches blog

Among Influencers

21.55% Penetration of conversations

by Omega in Swiss watch related conversations

22.67%Increase of Omega mentions

against the previous two weeks

8.15%Of mentions of Omega are

in relation to the Historiques collection

Beyond Influencers

8,154All online mentions of

Omega

17.8% Increase of Omega mentions

against the previous two week

10.63% Of mentions of Omega are in

relation to the Olympics

SUMMARY

Omega’s partnership with the Olympics Games is arguably the most iconic sports sponsorship

by a fine watchmaking brand of all time. Since 1936, when the Games merely used high-precision white-dialled chronometer chronographs that captured results to the nearest 1/10th of a second, Omega have

been highly active in advancing timekeeping technology, introducing the first photo finish camera in 1948, sophisticated swimming pool

touchpads in 1967 and the Scan-O-Vision system – which, when used for speed skating, can

measure times to the nearest thousandth of a second as competitors cross the finish line – in

1992.

And this is just to name a few of Omega’s achievements.

For its 27th participation as the official timekeeper for the Olympic Games, the brand is still set to introduce some of their highly impressive

technological feats, including the first Olympic presence of their Scan ‘O’ Vision Myria – a new hybrid photofinish camera that is capable of

capturing 10,000 frames per second.

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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