The article discusses the recent trend of luxury watchmakers, such as Audemars Piguet and Rolex, launching certified pre-owned programs. These programs aim to bring order, transparency, and greater liquidity to the secondary market for luxury watches. The secondary market, although lucrative, has been plagued by counterfeits and a lack of brand control. The introduction of certified pre-owned programs allows luxury watch brands to ensure quality, brand standards, and customer satisfaction in the purchase of second-hand watches. This move is seen as revolutionary in the industry and is expected to create a market dynamic with other luxury watch brands following suit.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Luxury watchmakers launch pre-owned programs | Control over secondhand sales and quality | Increased trust and standardization in the secondary market | Ensuring brand standards and customer trust |
| Rise of online classifieds and newsletters | Shift towards digital advertising | Increased use of online platforms for advertising | Convenience and cost-effectiveness of online advertising |
| Focus on AI in marketing and branding | Integration of AI in marketing strategies | AI becoming a key component in marketing and creative industries | Desire to understand and utilize AI technology |
| Transition from gas to electric vehicles and stoves | Shift towards electric-powered transportation and appliances | Increased adoption of electric cars and stoves | Environmental concerns and advancements in technology |
| Use of newsletters for information and updates | Shift towards digital communication | Increased reliance on newsletters for news and updates | Convenience and preference for curated content |
| Expansion of classical music venues | Opening of new live music venues | Increased availability of live classical music performances | Desire for unique and immersive experiences |
| Emphasis on PR strategies and results | Shift towards unconventional PR tactics | Implementation of creative PR strategies | Desire for unique and effective PR campaigns |