50 SHADES OF… GREEN

16 November 2016 - 29 November 2016

TABLE OF CONTENTS:

INTRODUCTION.........................................03

SNAPSHOT OF THE PERIOD

Trending Topics...........................................05

Volume of Conversations......................07

ANALYZING THE SOCIAL BUZZ

Among Influencers...................................10

Beyond Influencers....................................12

THE BACKGROUND...................................13

BEHIND THE TREND.................................16

READ THE TREND.....................................21

THE METHOD...............................................22

THE FOUNDATION’S MISSION...........23

INTRODUCTION

This series of trend reports are a collaboration between London-based agency RE-UP and the Fondation de la Haute Horlogerie. They will look back over the past two weeks and

discover what’s been ‘trending’ online.

We aim to discover which watches, stories and industrial developments in the world of horology gain the most amount of coverage on the digital sphere - uncovering why these

trends are important.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN NOVEMBER 16 TO NOVEMBER 29

Percentage of conversations on luxury watches penetrated by the topic

Hublot have released the limited edition Big Bang Ferrari 45mm

Christie’s Auction House last week soldthe most expensive wristwatch ever

Last week was the second annualDubai Watch Week

Rolex Submariner 116610LV with a ceramic green bezel is being talked about

Topper’s Fine Jewellers have collaboratedwith Omega with a shop-in-shop

1.40%

0.95%

0.72%

0.61%

0.42%

#1 #2 #3 #4 #5

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

ANALYSING THE SOCIAL BUZZ

OF THE ROLEX SUBMARINER 116610LV

Among Influencers

27.41%Penetration of conversations

by Rolex in Swiss watch related conversations

15.58%Increase of Rolex mentions against the previous two

weeks

12.95%Of mentions o Rolex are in

relation to the Green

“This is the green money Rolex”

- Robert Downey Jr.

Beyond Influencers

97,364All online mentions of Rolex

46.03%Increase of Rolex watch

mentions against the previous two weeks

1.11%Of mentions of Rolex in relation

to Green

THE BACKGROUND

The Rolex Submariner Date reference 116610LV aka “The Hulk” is exactly the same as the Rolex Submariner we

have all grown fond of, except it’s green.

With a green ceramic bezel and green dial, the 116610LV joins a subculture of green dial Rolex watches that have usually been released as unofficial anniversary pieces. The Rolex Submariner 116610LV may not be a limited edition, however it won’t be one that Rolex will make

forever. Its popularity has kept it in production.

@danieltanw

Green is an important colour for Rolex, given it’s the brand’s primary trademark logo colour. This means that many watches, from Daytonas to Presidents, have been

produced in different shades of green.

With a green bezel, this watch does something very difficult within Fine Watchmaking. Ceramic dials in colours are much harder to craft than say, black or

white. This is because colours such as green tend to be far less consistent in the baking process. It’s a good job

that Rolex are the kings of ‘colourful’ ceramic bezels.

BEHINDTHE TREND

The past few years of Fine Watchmaking has been dominated by the hype of blue watches in almost every element. However, there is a new colour on the block and this year many brands have begun

experimenting with the look of green accents, dials and detailing.

Since Baselworld 2016, a number of luxury watch manufacturers have displayed new models in various

shades of green; most notably Hublot releasing a green camo version of its Big Bang Unico Italia Independent.

@ andy5353

Why is this happening? Well a wider look into the fashion world might explain. One of the most

prominent colours of SS16 fashion shows was ‘green flash’. The Pantone Colour Report placed it as the

third biggest. The blue, that watchmakers have come to know and love is seen all the way down

at number 10.

The popularity of this according to the report, ‘is representative of nature’s persistent influence even in urban environments’. In a year which global warming

and our love for the environment around us has come back into prominence, it’s no surprise that

green is a ‘budding’ trend.

@tewatches

Russell Crowe, man of actionRussell Crowe was wearing his Rolex Submariner during our interview with him.

H. Moser & Cie – Cosmic greenH. Moser & Cie recently released the Endeavour Centre Seconds Concept Cosmic Green.

READ THE TREND

THE METHOD

We use two key social listening tools to gather the raw data we have analysed for this report.

The first, an in-house bespoke database of 2000+ influencers and online sources within luxury and

watches - with the ability to gather insight into six month’s worth of online buzz.

The second, a social (and media) listening tool that looks at multiple keywords. This allows us to measure

and examine all online conversations over a set period.

THEFOUNDATION’S

MISSION

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

and of course, time.

Our objective here at the Fondation de la Haute Horlogerie, is to take our wealth of expertise into

the world through our four missions: to inform, train, recognise and organise.

Since 2005, we have promoted values of excellence and tradition within an organisation that has the support of

many Fine Watchmaking brands.

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