The U.S. Market for Watches and Clocks, 6th Edition

Chapter 1. Executive Summary

Chapter 2.

• Introduction
• Scope of This Report
• Two Focus Chapters: Sports Watches and Kids�f Watches
• Categories Oriented to Other Industries
• Glossary
• Analog
• Ana-digital
• Anodized Aluminum
• Attachment
• Bezel
• Case
• Chronograph
• Chronometer
• Crown
• Crystal
• Digital
• Elapsed Time Ring
• Face
• Impact or Shock-Resistant
• Jewels
• Pusher
• Quartz Movement
• Tourbillon
• Water-Resistant
• Further Clarification of Terms
• Methodology
• The Products
• Two Categories: Watches and Clocks
• Ways to Class Watches
• Clock Types
• Market Size and Growth
• Watches and Clocks Valued at $7.6 Billion in 2003
• Watch and Clock Units
• Market Composition by Category
• Market Composition by Outlet
• Imports and Exports
• Factors in Future Growth
• The World Is Busier Than Ever
• A Heightened Fashion Sense
• Retail Scene Tough, But Fashion Accessories on Rebound
• Gadget and Status Appeal
• More Licensing Than Ever
• The Time�fs Available on Electronic Devices
• Struggling/Improving Economy: Its Effect by Category and Price-Tier
• Some Cyclical Sales Behavior
• Boomers Worry Most About Time
• Teens/Tweens Increasingly Targeted
• Projected Sales
• Watches, Clocks an $8.7 Billion Market by 2008
• The Marketers
• Number
• Types of Companies Involved
• Consumer Advertising Expenditures

Chapter 3 The Watch Category

• The Products
• Four Price Segments: Mass, Middle, Upper Middle, Luxury
• Mass-Market Watches (Less Than $50)
• Middle-Market Watches ($50-$299)
• Upper Middle-Market Watches ($300-$999)
• Luxury Watches ($1,000-Plus)
• Watches Also Classed by Power Source, Face Type, Function, Application, and Style
• Power: Mechanical vs. Quartz Electronic
• Face: Analog vs. Digital
• Function
• Application
• Infinite Styles
• The Cachet of Price
• About Watch Cases
• Waterproofing the Case
• Attachments: Bands/Bracelets/Straps/Cuffs
• Jewelled Movements
• Licensing
• Watch Category Size and Growth
• Watches Stagnant at $6.6 Billion in 2002
• Now the Good News: The Cycle Returns to Gains
• Unit Volume Tops 176 Million
• Average Retail Price Inches Down
• Market Composition by Segment
• Market Composition by Outlet
• Market Composition by Regionality
• Imports and Exports
• Factors in Future Growth
• Watches Both Timepieces and Fashion Statements
• Watches as Status Markers
• �gI Lost/Broke My Watch�h
• Teen/Tween Markets Strengthening
• Gadget Vanguard Slowly Delivering More Bucks
• Vast Assortment Reduces Watches to Commodity
• European-Based Watch Marketers Hurting
• Sales Patterns Break from Traditional Relation to Economy
• Projected Watch Sales
• Watches to Hit $7.6 Billion in 2008
• The Marketers
• Number
• Types of Companies Involved
• Marketer Rankings, for few hard data are available...]
• Product Trends
• More Fashion Houses Licensing Brands for Watches
• Luxury Watch Designs Get Whimsical
• Luxe Licensing
• Big Faces Still Big(ger)
• Creative Straps, Bracelets, and Cuffs
• Kid-Suitable Watches
• Gadgetry
• Consumer Advertising Expenditures
• Consumer Advertising Positioning
• Watch Trade Shows

Chapter 4 The Clock Category

• The Products
• Three Main Clock Types
• Mechanical
• Electric
• Clock Radios and Other Hybrids
• Other Ways to Class Clocks
• Housings
• Clocks Often Grouped in Other Product Categories
• Clock Category Size and Growth
• Clocks Brush $1 Billion Mark
• A Beleaguered Category Forged Ahead
• Market Composition, by Product
• Market Composition, by Outlet
• Imports and Exports
• Factors in Future Growth
• Alarm Clocks Always Needed
• But Electronic Devices Tell Us the Time
• And Clocks Banned From Places of Business
• Hybrid Products
• Clock Category�fs Relationship with Housewares, Fashion Accessories
• Housing Starts and Home Sales
• Retail Channel-Shifts Increase Novelty Factor
• Consolidation in Clock Industry
• Projected Sales
• Clocks to Surpass $1.1 by 2008
• The Marketers
• Number
• Types of Companies Involved
• Marketer Rankings
• Product Trends
• More Use of Licensing
• Metal Preferred for Decorative Clocks
• Hybrid Clocks
• Consumer Advertising Expenditures
• Consumer Advertising Positioning
• Clock Trade Shows

Chapter 5 Focus on Sports Watches

• The Products
• Watches for Specific Sports, or Just for the Athletic
• Water Resistance Measured by FTC Standard
• Sports Watches Most Often Affectation
• High-Tech Fitness Monitoring
• Relation of Sports Watch Types to Four Watch Price-Tiers
• Sports Watch Segment Size and Growth
• Factors in Future Growth
• Health and Fitness Awareness Always on Rise
• Extreme Sports Encourage Youthful Interest
• Watch Gadgetry to Enhance to Athletic Performance
• Perpetual Overlap with High-Tech, Fashion Watches
• Projected Sales
• The Marketers
• Types of Sports Watch Marketers
• Marketer Rankings
• Product Trends
• Solid, All-Day Designs Still Popular
• ...As Are Rugged Designs for Actual Athletic Use
• Consumer Advertising Expenditures
• Consumer Advertising Positioning

Chapter 6 Focus on Kids�f Watches

• The Products
• Tweens�f Watches Look Like Toys; Teens Put Off Childish Things
• Plastic, Plastic, Plastic
• Analog versus Quartz/Digital
• Product Niches Within the Kids�f Segment
• Kids�f Watches Mostly Mass-Mart Priced
• Lots of Tie-Ins
• Kids�f Watch Segment Size and Growth
• Factors in Future Growth
• Kids an Evergreen Audience for Watches
• Marketers Mount Wiser Teen and Tween Strategies
• Licensing Sometimes Blue Chip, Sometimes Risky
• Observations on Kid Population Trends
• Projected Sales
• The Marketers
• Types of Kids�f Watch Marketers
• Marketer Rankings
• Product Trends
• Big-Time Licenses
• Other Licenses
• Original Characters or Designs
• Extreme Sports Appeal
• Consumer Advertising Expenditures
• Consumer Advertising Positioning

Chapter 7 The Competitive Situation

• Competitive Profiles
• Bulova
• Gillette/Braun
• Infinity
• LVMH
• Panasonic
• Richemont
• Rolex
• Swatch
• Timex
• Westclox
• Marketers to Watch
• Fendi
• Ferragamo
• Jlo
• Michael Kors
• Yves St. Laurent

Chapter 8 Distribution and Retail

• Product Paths
• Margins
• Almost Infinite Total Assortment
• Top Retailers
• Tourneau
• Wal-Mart
• Target
• Kmart

Chapter 9 The Consumer

• The Watch Consumer
• Over 71 Million Watch Purchasers
• Numbers of Purchasers per Price Segment
• Demographic Profiles of Purchasers per Price Segment
• Numbers of Purchasers by Brand
• Demographic Profiles of Purchasers, by Brand
• The Clock Radio Consumer
• Over 9.9 Million Clock Radio Purchasers
• A Total of 116 Million Own Clock Radios
• Over 9.9 Million Bought Clock Radios in 2002
• Demographic Profile of Clock Radio Purchasers
• Demographic Profile of Clock Radio Owners
• Focus on the Sports Watch Consumer
• Focus on the Kid�fs Watch Consumer

APPENDIX: ADDRESSES OF SELECTED MARKETERS