The definition of Luxury continues to evolve. Today it no longer simply means the biggest or most expensive, but it is also about being intimate and unique. In the past five years, we’ve seen bling luxury evolve into more personal luxury, a small-scale luxury segment conveying quality and exclusivity.
Watches follow a different cost to size relation than in the mobile industry. Where size of the watch tends to grow as the cost goes up. This is typically due to the quality of materials used within higher-end watches. Most high tier watches tend to use analog mechanisms requiring handmade craftsmanship.
HINT - VIEW TO FUNCTION
Potential for window to show rotating gear mechanism.
KEYPAD - ETCHED METAL
Extensive use of metal etching for this generation keypad.
DISPLAY - CONTOURED GLASS
Potential for thick section on bezel glass, highlight refractive quality of glass.
CUSTOMIZATION - PATTERN
Potential for blade insert, allow customizable version with thin metal inlay.
HERITAGE / DISTINCTIVE / PRECISE
As a classic premium market, in the US they tend to skew toward early adapters, ages 35-55 year olds and male. This consumer is cutting edge not a follower, confident enough to carry off something different, has a mature attitude, is a professional world business traveler.