Never thought I would do this, but I am doing a project for my MBA and along side me a colleague has picked grand Seiko to work with. He is struggling to get data, so I offered to post, if you can , please that would help
What 3-4 things do you value for the most as a watch customer?
Thank you
Residual values, company history, build quality, service facilities/support for long-term ownership
Obviously all interrelated!
What s great topic for a MBA project and a great company!
For me..
History
Movement
Quality
Uniqueness
For an MBA project I’d expect some sort of structured survey.
Can’t see a few random posts would be much use.
Quality
Design
Value
Support
It's just a matter of time...
What Omegamanic said!Originally Posted by Omegamanic
Service commitment (ie support for historic models)
Integrity of the brand
Inherent excellence of the watch
Value
Me too actually.What Omegamanic said!
This.
I agree as do several others - though ‘value’ needs some further unpacking when it comes to luxury watches. Resale will be a factor in value, as will rarity. ‘Bang for buck’ means defining ‘bang’, that x-factor that makes some watches glow. This makes value hard to define, beyond saying the sums seem to add up and you’re willing to reach for your card.
However few are willing to admit that prestige is a factor, or marketing is an influence. Hopefully prestige is itself a result an excellent design language and sustained quality, leading to a history of desirable products that are worth the asking price, and hold their value. But in practice, it helps if that brand is synonymous with high end, expensive and luxurious, and so advertises the wearer. A luxurious brand image affects the desirability of even the lower end products, and that in turn props up resale. Ultimately, we want a logo on the dial that adds a certain aura, that a different logo or a sterile dial wouldn’t provide. As watch fanatics we might be able to see past this and buy a watch purely because of its objective qualities, but in the real world it’s everything.
Last edited by Itsguy; 23rd April 2019 at 17:11.
Watches are `man jewelery` for most people so there's a likelihood of receiving the same answers from most guys.
For me it's total reliability, sturdiness and legibility. The rest (residuals, heritage, company history, wowing other non watch people on holiday etc etc matter not a jot.
I assume that's on its way as the next stage. Look forward to answering it when it appears.
OP - if your friend has a survey page - that may be useful - and she may want to open it to more social media rather than the biased few that patronise watch fora.
Hang tags
Warranty cards
Free stickers
1) Looks / Design.
2) Quality - movement, finishing etc.
3) Heritage - company or model.
4) Initial Cost. (servicing / residuals are not huge factors in my buying decisions when it comes to something as emotive to me as a watch).
I have asked the colleague if he is interested, he does claim that you guys have given him plenty. Cheers
In addition, the question seems a bit odd to me. Are we valuing the watches, the value associated with the name, the policies and strategies of the company, or the economic value of the company? I don't think that these should be conflated, as they can come apart.
Best wishes,
Bob
The right name on the dial
The lifestyle it gets me purely by buying a thing in a shop
The ladies that can't resist me just because I have xxx bauble on my wrist
The brand has to let everyone know I'm a winner
Celebrity endorsement does it for me. As soon as I put my SMP on I become Bond, just older, fatter, with less hair and much less money.
A nice box.
History - and this may be of the manufacturer itself - or, in he case of a new mnicrobrand, the story behind the individual watch
Quality
Overall Value for Money (not cheapness)
Movement
History
Design
Service support
Residual value
Depends on the audience, target group you are looking at.
A sample from a WIS forum would not be representative in any way shape or form no matter how large it is...
I would have guessed that Status would probably be the no1 reason for anyone non WIS looking to buy a luxury watch?
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Exactly, I can’t see any mainstream brand making any money from targeting WIS ...
Any ‘data’ from here is likely to be highly misleading.
However, I’ll play along.
Design
Heritage
Quality
Residuals
Legibility
Last edited by Montello; 15th April 2019 at 22:47.
Good question! I look for different things in different watches though. Will include amongst that:
Backstory.
Looks on the wrist.
Uniqueness (is that a word??)
Value for money.
Good luck
Echo the views that a structured survey is needed. 20 people could reply to this very open question and give 20 completely different factors they consider. Your MBA friend will learn little from this data.
I guess that's the fundamental difference between quantitative and qualitative surveys.
For quantitative you want tight structure and a representative sample, for qualitative you are hoping to see patterns emerge from far less structured data. The idea is to explicitly avoid leading the cohort and to allow their lived experience to inform your research.
Or perhaps I'm being hopelessly charitable.
That their watches are an intelligent balance of compromises, well engineered and with a decent and authentic history. A brand is only as good as the watches in it.
There is this 2016 paper which I think may help you. (The link below will download the file.)
The impact of the wristwatch on the Self
https://mega.nz/#!hmogiACB!HgdKrOK1s...8JsA3jR1mXhfhg
“We cannot hope to understand consumer behavior without first gaining some understanding of the meanings that consumers attach to possessions.” - Russell Belk
1. The integrity of the maker.
2. The quality of the product.
3. Trust.
No disrespect to OP but this kind of survey won't cut the mustard even in an elementary school.
How do you present the information gleaned from here?
I asked my friend to pose a question on a watch forum, which he did asking- what do you value ON a watch brand?
About 20 out of a membership of thousands responded, some taking a piss.
Based on these responses, I conclude that the small fraction of membership who chose to respond on one U.K. based forum value x,y,z IN a watch brand.
MBAs ain’t what they used to be ...
Were they ever?
Brand history
Quality
Robustness
Residuals
Value for the money
Build qualitiy
Original design (I hate interpretation)
Reliability (name)
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Design first. If I don't like it. Don't want it.
Customer support.
Build quality.
Brand history.
Design
Build quality
Value for money
Residual value (generally irrelevant as I rarely buy new)
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Almost sounds like the guy doesn't know what to put in his survey, and the comments on this thread will be used to form the future survey.
All seems rather trivial for an MBA though.
performance
visual appearance
support costs
brand cache/desirability/brand name
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