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No one can have a Patek Philippe ‘new and old management go hand in hand
Sophisticated technology, an expensive material, publicity is unique Patek Philippe watches to keep the “Rolls Royce” mystery of the title
To pursue a traditional family-run watch brand, can only solution in its area of the world, after a century of wind and rain are still proudly stand upright? Recently landed on the beach, out of their country first, the world’s third boutique Patek Philippe gives his own answer.
In the watches of the Kingdom, on the history, built in 1837 Patek Philippe than Blancpain (1735), VacheronConstanin (1755), and Perrelet (1777) much younger; on sales, Patek Philippe loss Timex and Seiko; on the Zhang Yang, Patek Philippe Rolex off than low-key, such as the presence Bund 18, Patek Philippe has no high-profile publicity, its LOGO rarely even appear on the dial. But all along, it has hailed as the first world’s top ten watches, watch the “Rolls-Royce.”
Patek Philippe how to do all this? When it entered China in this emerging market, and what strategy should people learn?
Business-minded and sophisticated technology, the combination of
Patek Philippe’s pedigree AntoniPatek was Polish, intelligent and quite artistic talent from an early age. At that time, Poland instability, AntoniPatek fled to Geneva, Switzerland, to study painting. Later, he keenly felt the broad prospects for watch industry; he bought the watch movement of good quality self-assembly of the sale, and soon cut a striking figure in the business field.
19 years old, AntoniPatek start an independent business. In 1844, Patek their products with Watch Fair in Paris, and became acquainted with the exposition gold medal winner, no key on the chain of technology, the inventor of AdrienPhilippe. A year later the two together to create Patek & PhilippeCo.
AntoniPatek business mind and AdrienPhilippe sense of innovation, exquisite craft co-created the early Patek Philippe. AdrienPhilippe I believed in the “manufacture of precision machinery,” the concept of quality and not quantity, working slowly and deliberately is a Patek Philippe firm production principle, its main thrust is only one — the pursuit of precision. An ordinary Patek Philippe watches, from design to the factory at least 9 months.
In the material selection, the Patek Philippe spared no expense. Early Patek Philippe case, using the material for the silver and 18K gold; the 20th century, the majority of use 18K gold or platinum. In the watch Technically, Patek Philippe has been a leading position, with a number of patents, only 1949-1979 years 30 years they are given the 40 patents, many of its patents for the watches the most.
Over the 160 years time, Patek Philippe Chupin very limited amount of watches and clocks, and even losing a year’s production of fashionable watches, but this has maintained its noble status.
The world’s most successful luxury goods advertising
As a sign of luxury brands, one of Patek Philippe plant has its own secrecy workshops, an annual output of not more than 3 clocks million, each priced from 1 million to almost a million dollars.
The most worth mentioning is the Patek Philippe has created “the world’s most expensive table” the myth — that is, a banker for the United States has a special Patek Philippe table, can display the month, date, sunset and sunrise time, etc. 24 kinds of different information. The table design lasted three years, five years of production, took a total of 8 years.
Well-made watches and clocks need someone of her, especially in terms of luxury.
Patek Philippe was established soon after the first expo held a London Watches, and Queen Victoria went to the site and purchased an intricate design of novel non-key on the chain, Patek Philippe table. Queen’s husband, Prince Burt also buys a Patek Philippe for hunting tables. “Celebrity purchased products”, through which free advertising, Patek Philippe has laid his aristocratic status.
Today, Patek Philippe’s customer list, there are 100 kings, 54 queen, in addition to Einstein, Marie Curie, Charlotte Bronte, and Tchaikovsky, and celebrities.
Nevertheless, Patek Philippe advertising or discarded its “blue blood”, select the leading role of ordinary people, from photographers to record ordinary mother and son or father and son spend the warm moment, playing “No one can have a Patek Philippe Korea, but kept only for the next generation, “phrase advertising slogan. It is time to touch the human fascination with and caring nature for future generations, while expression of the pursuit of Patek Philippe: “In the most simple design of the construction of the most complex configuration.”
Advertising in the world, this ad has been recognized as a luxury, one of the most successful advertising, which has a table Patek Philippe made great contribution to global spread.
New and old management go hand in hand
In the management model, Patek Philippe, like many luxury brands, has been an independent family-practice management, and legacy each other, so far is the third generation. In order to maintain the company’s independence and to ensure product quality, Patek Philippe has also recently acquired two manufacturing enterprises: Case manufacturers CALAME and specialized in manufacturing dies and the company TRAMELAN.
Of retail sales, Patek Philippe has also adapted to local conditions and take the form of new and old models go hand in hand. After landing Shanghai, Patek Philippe has changed the past, only to find distributors in Southeast Asia does not directly retail sales model, a bold use of the more popular nowadays a luxury business model, discretionary Melchers Group for agents and retail.
Melchers Group is a Patek Philippe partners in Asia, who as early as 1872 to facilitate the establishment of offices in Shanghai, management of raw materials, cameras and other consumer products business, with the cooperation of Patek Philippe has over 20 years of history. Today, in Shanghai, the United States to play the best apart from when the agent Patek Philippe, but also at the same time shoulder the retail responsibilities, and bear all the point of sale sold luxury Patek Philippe watches of the after-sales service work.
For this business model, Patek Philippe, President PHILIPPESTERN explanation is that, “America’s most time and China has nearly 140 years of trade, we have to enter the Chinese market, they of course is the best guide. It’s like the same tour. “He also said that Patek Philippe in the Chinese market is still in its exploratory stage, not really anxious to expand their business, the key to brand communication and strengthen the customer experience-based implants.
Insiders pointed out that compared with other advance into the Chinese market in the world watches, ranked first in the world’s top ten watches Patek Philippe regarded as “latecomers” and its distribution pattern determines the Canadian retail sales of the brand will be relatively small, short-term return on investment is not easy to achieve; but its advantage is that it can make the brand more “scarcity value” to maintain its watches in the “Rolls Royce” status, which seems better highlight it as a ” luxury “, meaning there should be.
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