PIAGET- Social listening on the market
- Yu Ju Liu
- Dec 1, 2022
- 2 min read
Updated: Dec 2, 2022
Piaget, founded in 1874 by Georges Edouard Piaget. Since its birth, the company has been adhering to the brand spirit of "always do better than required ". Integrate exquisite craftsmanship and unlimited creativity into every work by giving priority to the development of creativity and the pursuit of details. Piaget successfully combines the craftsmanship of watches and jewelry. The company can capture the charm of time, and make every watches and jewelry to be an exquisite artwork.
Using the Digimind website, we compared Piaget with two other famous luxury watch brands Omega, and Rolex’s historical searching figures from all the different social media and news for the last year. As the data shows, we can find out that Piaget has the lowest mentioned rate among the three.
Unlike Omega or Rolex, which their products are well-known and accessible to the public. Piaget’s marketing position is more dignified, that targets on top-class customers. Since that Omega and Rolex put much emphasis on sports events sponsorship, it’s reasonable that the exposure rate to the public is way higher than Piaget. However, Piaget isn’t the same type of brand as Omega and Rolex. Piaget originally got into the business by producing highly precise watch calibers or movements in addition to quality watch components. At one point they became a supplier to some of the most prestigious watch brands. Sometimes it’s a matter of quality over quantity. While Omega and Rolex have many watches, which are catered to most of the general public, watch collectors that truly geek out over the horological appreciation of a watch’s caliber and mechanical features will often lean towards brands that can produce high-complication watches.
For that case, Piaget is one of the brands that can produce marvels such as an ultra-thin tourbillon watch, a minute-repeater or a perpetual calendar watch as you will find in the Piaget Emperador, Piaget Altiplano, and Piaget Gouveneur collections. Consequently, instead of focusing on social media platforms and the event’s sponsorship, Piaget sets up their marketing strategy in a more exclusive area like publishing detailed articles on websites or magazines that specialized in watch industry thus to maintain their aristocratic position.
To sum up, although Piaget hasn’t got the highest social media mentioned rate and prevalence like Omega and Rolex, Piaget is still one of the few watch brands that can design, develop and make their own movements. The pursuit of excellence and the development of new movements demonstrate Piaget’s amazing innovation ability. The unique performance of ultra-thin movements and the innovative interpretation of complex watches make the brand a leader in traditional enterprises and art watches.
YU JU, LIU
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(434 words)
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