JAPANESE WATCH MARKET SURVEY

of Consumers’ Consciousness 2006

(Translation of the original report in Japanese)

Federation of the Swiss Watch Industry FH, Tokyo Center made a survey of the
consumers’ consciousness and their purchasing attitudes of wristwatches on consumers
who have interests in watches. The survey was outsourced Teikoku Data Bank Co, and
conducted from February 6 to 17 on internet research.

Survey area Whole of Japan

Survey method Internet research (web research)

Sampling Research monitors (outsource)

Survey on 1. Male and female over 20 years old, and

2. having interests in wristwatches
(screening out monitors who have interests in watches of more
than Yen100,000.)

Replies collected 1,005

Sex / Age TOTAL in their 20s in their 30s in their 40s Over 50

TOTAL 1005 265 243 254 243

Male 516 135 125 132 124
Female 489 130 118 122 119

Survey period February 6 (Mon) – 17 (Fri), 2006

Sex / Age

Page 2
Pocket money disposable for one month – 67% said it is “below Yen50,000”

To a question asking the pocket money disposable for one month, 31.9% answered “below
Yen30,000”, and 34.8% answered “between Yen30,000 and 50,000”. Below Yen 50,000
totals 67% of the total, and “Over 100,000” is 8.2%.

Page 3
How many watches are owned

16.8% of consumers own 1 watch, and 24.8% own 2 watches. Consumers having more than 3
watches are 54.8% of the total. 4.8% of consumers have “more than 10 watches”.

Page 4
Where to buy watches

“Department store “ is the most place where consumers go to buy watches. It is followed
by “ Watch retailers” , and “Mass-retail chain operator”.

(Multiple answers)

Male Female
Where to buy TOTAL
20s 30s 40s over50 20s 30s 40s over50

Number of replies 1,005 135 125 132 124 130 118 122 119

Department stores 44.8% 36.3% 39.2% 37.1% 31.5% 65.4% 52.5% 48.4% 48.7%
Mass-retail chain operator 44.3% 39.3% 49.6% 62.9% 56.5% 26.9% 39.0% 41.0% 38.7%
Watch retailer 40.7% 44.4% 48.0% 45.5% 44.4% 30.8% 38.1% 35.2% 38.7%
Tax fee/overseas 25.5% 8.1% 19.2% 26.5% 25.8% 24.6% 27.1% 38.5% 36.1%
Internet auction 22.6% 20.7% 22.4% 40.2% 22.6% 15.4% 20.3% 19.7% 18.5%
Boutique of the brand 20.7% 22.2% 12.0% 10.6% 8.9% 36.2% 33.9% 18.9% 23.5%
Mail order 19.7% 21.5% 24.0% 32.6% 12.9% 13.8% 11.0% 22.1% 18.5%
Antique shop 3.2% 2.2% 7.2% 6.1% 3.2% 2.3% 2.5% 0.8% 0.8%
Personal trade 3.1% 1.5% 4.0% 6.8% 3.2% 1.5% 3.4% 1.6% 2.5%
Others 2.3% 4.4% 0.8% 0.8% 0.8% 3.1% 4.2% 2.5% 1.7%

Page 5
Watch retailers they go to

The consumers who go to “Watch retailers” to buy watches are asked the name of the shop.
“Evance”(*) came top, and followed by “Watchman” and “Wako”.

(Free answer)

Shop name replies % Shop name replies %

1 Evance 22 5.4% 21 Sakuraya 2 0.5%
2 Watchman 14 3.4% 21 Satindoll 2 0.5%
2 Wako 14 3.4% 21 Jewelry Paris 2 0.5%
4 Rolex 13 3.2% 21 Seiko 2 0.5%
5 Hattori Tokeiten 9 2.2% 21 Tag Heuer 2 0.5%
6 Local chops 8 2.0% 21 Tamiya 2 0.5%
7 TicTac 7 1.7% 21 Big Camera 2 0.5%
7 Mondiale 7 1.7% 21 Yoshida Tokei 2 0.5%
9 Swatch 6 1.5% 21 Mitsukoshi 2 0.5%
10 BEST 5 1.2% 21 Jihodo 2 0.5%
10 Yodobashi Camera 5 1.2% 21 Ono Tokei-ten 2 0.5%
10 Tenshodo 5 1.2% 21 Shobido 2 0.5%
13 Omega 4 1.0% 21 Daimaru 2 0.5%
14 ami 3 0.7% 21 Onishi Tokeiten 2 0.5%
14 SEIKO 3 0.7% 21 Hirano 2 0.5%
14 Quoak 3 0.7% 21 Hoseki Hiroba 2 0.5%
14 Naniwa 3 0.7% 21 Aso Tokei-ten 2 0.5%
14 Marui 3 0.7% Others 158 38.6%
14 Takashimaya 3 0.7% No idea,
75 18.3%
14 Terauchi 3 0.7% Not decided
21 Omega shop 2 0.5% TOTAL 409 100.0%

(*) Evance – A retail shop opened in 1987 at Aoyama(Tokyo) for retailing of parallel imported Rolex
watches. They placed big advertisements on TV and magazines.
At present they have two shops, one in Ginza/Tokyo (5 stories building) and at Shibuya/Tokyo (4
stories building). In 2002, they started to sell not only Rolex but also Cartier, Patek Philippe, Franck
Muller, Chopard, Audemars Piguet, Piaget, Breguet, Jaeger LeCoultre, Omega, Vachron Constantin
parallel imported.
In 2003, they started to sell Tag Heuer and Ikepod supplied by the official distributors, but other
brands are all parallel import.

Page 6
Important factors to take into consideration when selecting shops to buy watches

57% of consumers answered that they take into consideration if the shop is an official
dealer or not. That is more than the “Rich collection” or “Bigger discount”.

(Multiple answer)

Male Female
TOTAL
20s 30s 40s over50 20s 30s 40s over50
Total of replies 1,005 135 125 132 124 130 118 122 119

Being official dealer 57.1% 51.9% 57.6% 50.8% 51.6% 61.5% 69.5% 54.9% 60.5%
Rich collection 49.4% 41.5% 44.0% 47.0% 54.8% 51.5% 56.8% 50.8% 49.6%
Bigger discount 45.3% 52.6% 50.4% 64.4% 52.4% 31.5% 37.3% 39.3% 31.9%
Good after service 39.0% 34.1% 37.6% 37.1% 37.1% 39.2% 40.7% 41.0% 46.2%
Atmosphere of the shop 25.4% 28.9% 20.8% 18.9% 14.5% 32.3% 33.9% 27.0% 26.9%
Famous shop 21.0% 22.2% 22.4% 19.7% 16.1% 28.5% 19.5% 16.4% 22.7%
No special comments 5.3% 3.0% 3.2% 2.3% 8.9% 6.2% 3.4% 8.2% 7.6%
Others 2.4% 3.0% 2.4% 3.8% 0.8% 2.3% 2.5% 2.5% 1.7%

Page 7
Amount they are ready to pay for a watch

26.6% of consumers are willing to buy watches more than Yen200,000. 14.2% for more
than Yen300,000, and more than Yen 1,000,000 is 1.2% of consumers. There does not
show any big difference by age. Even younger generation is willing to buy expensive
watches.

Page 8
Watch as gift

60.3% of consumers have ever received watches as gift. Male in their 20s has the smallest
experience, and it is only 44.4%.

Page 9
In which occasion they got a gift of watch

Asked when it was to the repliers who have ever received gifts of watches.

(Multiple answer)

Male Female
Gift for TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of replies 606 60 78 77 70 78 78 88 77
Birthday 54.0% 50.0% 64.1% 41.6% 45.7% 53.8% 70.5% 58.0% 45.5%
Entrance/graduation of
Schools, newly employed 31.7% 40.0% 17.9% 42.9% 38.6% 29.5% 24.4% 35.2% 27.3%
Or retirement
Wedding, Yuino(*) 11.1% 10.0% 17.9% 23.4% 8.6% 3.8% 6.4% 10.2% 7.8%
Christmas 11.1% 10.0% 9.0% 5.2% 4.3% 19.2% 15.4% 14.8% 9.1%
Others 14.5% 11.7% 6.4% 10.4% 18.6% 15.4% 6.4% 20.5% 26.0%

(*) Yuino : Japanese traditional custom to exchange betrothal presents when engaged marriage.

Page 10
How they started to have interests in watches

Females are mostly influenced by fashion magazines, and males are mostly influenced by
life style magazines at beginning.

(Multiple answer)

Male Female
Influenced by TOTAL
20s 30s 40s Over50 20s 30s 40s Over50
Number of replies 1,005 135 125 132 124 130 118 122 119

Fashion, life style magazines 34.0% 37.8% 17.6% 17.4% 4.8% 66.9% 49.2% 43.4% 35.3%
Consumer goods magazines 26.3% 23.7% 42.4% 39.4% 28.2% 16.2% 22.0% 16.4% 21.0%
Watch lovers (family or friends) 20.8% 15.6% 18.4% 20.5% 19.4% 20.8% 23.7% 21.3% 27.7%
Watch magazines 19.0% 20.7% 40.8% 31.8% 23.4% 5.4% 9.3% 9.8% 9.2%
Other magazines 10.5% 9.6% 10.4% 9.1% 12.9% 10.8% 10.2% 12.3% 9.2%
Favourite actors are wearing 7.0% 6.7% 4.0% 2.3% 2.4% 13.1% 11.0% 8.2% 8.4%
Others 5.2% 4.4% 7.2% 6.8% 5.6% 4.6% 6.8% 4.9% 0.8%
No special reason 23.4% 30.4% 18.4% 19.7% 37.1% 15.4% 16.9% 23.0% 26.1%

Page 11
Important factors to take into consideration selecting watches

Consumers take into consideration the “Design”, “Price” and “Brand”. Males in their 40s
and over 50 years old take also “Function” into consideration.

(3 selections)

Male Female
Important factor TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of replies 1,005 135 125 132 124 130 118 122 119

Design 85.4% 83.7% 87.2% 78.0% 70.2% 95.4% 93.2% 88.5% 87.4%
Price 55.3% 49.6% 55.2% 51.5% 54.0% 58.5% 57.6% 59.8% 57.1%
Brand 53.8% 63.0% 50.4% 55.3% 46.0% 55.4% 60.2% 52.5% 47.1%
Function 35.1% 34.1% 43.2% 46.2% 47.6% 28.5% 17.8% 35.2% 26.9%
Readability of time 23.6% 15.6% 10.4% 12.9% 23.4% 27.7% 28.8% 27.9% 44.5%
Movement 10.8% 14.1% 22.4% 12.9% 18.5% 2.3% 5.9% 5.7% 4.2%
being different from others 7.3% 7.4% 8.8% 7.6% 4.8% 6.9% 9.3% 4.1% 9.2%
Limited edition 2.4% 1.5% 5.6% 6.8% 2.4% 0.0% 0.8% 0.8% 0.8%
Favorite actors are wearing 1.0% 0.0% 0.0% 0.8% 0.0% 4.6% 1.7% 0.8% 0.0%
Recommendation of retailer 0.7% 0.0% 0.0% 0.8% 0.8% 0.8% 0.8% 0.0% 2.5%
Recommendation of friends 0.3% 0.0% 0.0% 0.0% 1.6% 0.0% 0.0% 0.0% 0.8%
Others 1.1% 0.7% 0.0% 2.3% 0.8% 0.8% 0.8% 1.6% 1.7%

Page 12
Major source of information for watches

Not only females but also males in their 20s collect information from fashion magazines.

(Multiple answer)

Male Female
Source of information TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of replies 1,005 135 125 132 124 130 118 122 119

Fashion, life style magazines 44.3% 44.4% 18.4% 22.7% 7.3% 75.4% 70.3% 69.7% 47.9%
Watch retailers 37.7% 26.7% 29.6% 37.1% 44.4% 36.9% 32.2% 40.2% 56.3%
Consumer goods magazines 35.8% 31.9% 49.6% 55.3% 41.1% 16.9% 30.5% 24.6% 36.1%
Watch magazines 24.9% 33.3% 46.4% 39.4% 29.8% 6.9% 16.9% 13.9% 10.1%
Website of brands 21.3% 28.9% 25.6% 28.0% 25.0% 15.4% 11.9% 18.0% 16.0%
Friends 13.0% 15.6% 11.2% 12.1% 5.6% 14.6% 11.9% 14.8% 18.5%
TV, Radio 12.9% 6.7% 11.2% 12.1% 10.5% 23.1% 11.0% 9.0% 20.2%
Website of retailers 11.7% 14.8% 20.0% 12.9% 12.1% 6.9% 11.0% 9.8% 5.9%
Others 4.3% 4.4% 5.6% 6.1% 5.6% 1.5% 4.2% 4.1% 2.5%

Page 13
Favourite brand ranking 20

Asked the brand name they like or they like to buy in order of first, second and third. The
top is Rolex followed by Omega, Cartier, Bvlgari and Seiko. Rolex is popular both for males
and females.
(Multiple answer)

Male Female
Favourite brand
TOTAL 20s 30s 40s over50 20s 30s 40s over50
Number of replies 1,005 135 125 132 124 130 118 122 119
ROLEX 40.4% 41.5% 42.4% 50.8% 57.3% 31.5% 39.8% 33.6% 25.2%
OMEGA 28.1% 44.4% 45.6% 28.8% 26.6% 20.0% 17.8% 18.0% 21.0%
CARTIER 24.1% 11.9% 7.2% 8.3% 14.5% 40.8% 39.8% 33.6% 39.5%
BVLGARI 23.8% 20.7% 14.4% 17.4% 11.3% 30.8% 33.1% 35.2% 28.6%
SEIKO 22.1% 22.2% 24.0% 24.2% 37.9% 19.2% 12.7% 18.9% 16.8%
TAG HEUER 12.7% 14.8% 20.8% 25.8% 18.5% 3.8% 9.3% 7.4% 0.0%
HERMES 11.9% 4.4% 4.8% 4.5% 1.6% 14.6% 26.3% 24.6% 16.8%
FRANCK MULLER 11.1% 17.8% 12.8% 8.3% 2.4% 19.2% 11.0% 9.0% 7.6%
CITIZEN 7.9% 7.4% 8.0% 8.3% 17.7% 6.2% 4.2% 5.7% 5.0%
GUCCI 7.9% 3.0% 4.0% 3.0% 4.8% 16.2% 11.9% 9.8% 10.9%
TIFFANY 7.0% 3.7% 0.8% 3.0% 1.6% 14.6% 12.7% 9.8% 10.1%
CHOPARD 5.0% 0.7% 0.8% 0.8% 0.0% 5.4% 13.6% 13.9% 5.9%
IWC 4.7% 3.7% 13.6% 8.3% 4.8% 2.3% 2.5% 1.6% 0.0%
BREITLING 4.6% 5.9% 8.8% 10.6% 5.6% 0.8% 1.7% 1.6% 0.8%
CHANEL 4.6% 2.2% 0.0% 3.0% 0.8% 5.4% 3.4% 11.5% 10.9%
LONGINES 4.2% 0.0% 4.0% 9.1% 10.5% 1.5% 1.7% 2.5% 4.2%
CHRISTIAN DIOR 3.1% 2.2% 0.0% 0.8% 0.0% 11.5% 1.7% 1.6% 6.7%
BREGUET 3.0% 3.7% 7.2% 1.5% 2.4% 2.3% 1.7% 3.3% 1.7%
DUNHILL 2.7% 3.0% 1.6% 6.8% 6.5% 0.8% 1.7% 0.0% 0.8%
PIAGET 2.5% 0.0% 0.8% 2.3% 1.6% 2.3% 0.8% 4.9% 7.6%

Page 14
Rolex came top also as the brand selected first

Bvlgari followed Rolex as selected first. Omega is the top selected as second.

(Number of replies)

好きな/買いたいブランド（単位：回答人数）
0 50 100 150 200 250 300 350 400 450

Ｒｏｌｅｘ 225 95 86

Ｏｍｅｇａ 82 118 82

Ｃａｒｔｉｅｒ 86 91 65

Ｂｖｌｇａｒｉ 97 75 67

Ｓｅｉｋｏ 68 78 76

ＴａｇＨｅｕｅｒ 51 46 31

Ｈｅｒｍｅｓ 33 40 47

ＦｒａｎｃｋＭｕｌｌｅｒ 47 36 29

Ｃｉｔｉｚｅｎ 18 30 31

Ｇｕｃｃｉ 21 28 30

Ｔｉｆｆａｎｙ 6 34 30

Ｃｈｏｐａｒｄ 13 18 19
ＩＷＣ 15 15 17

Ｂｒｅｉｔｌｉｎｇ 18 18 10

Ｃｈａｎｅｌ 13 16 17
Ｌｏｎｇｉｎｅｓ 10 17 15
ＣｈｒｉｓｔｉａｎＤｉｏｒ 6 13 12
Ｂｒｅｇｕｅｔ 12 13 5
好きなブランドＤｕｎｈｉｌｌ
・買いたい7ブ9 ラ
11ンド 男性・女性別 １位 ２位 ３位
Ｐｉａｇｅｔ 6 5 14
First Second Third

Page 15
Favourite brand ranking 20 - by sex

Male

Male
Favorite brand TOTAL
20s 30s 40s Over50
Number of replies 516 135 125 132 124
ROLEX 47.9% 41.5% 42.4% 50.8% 57.3%
OMEGA 36.4% 44.4% 45.6% 28.8% 26.6%
SEIKO 26.9% 22.2% 24.0% 24.2% 37.9%
TAG HEUER 20.0% 14.8% 20.8% 25.8% 18.5%
BVLGARI 16.1% 20.7% 14.4% 17.4% 11.3%
CARTIER 10.5% 11.9% 7.2% 8.3% 14.5%
FRANCK MULLER 10.5% 17.8% 12.8% 8.3% 2.4%
CITIZEN 10.3% 7.4% 8.0% 8.3% 17.7%
BREITLING 7.8% 5.9% 8.8% 10.6% 5.6%
IWC 7.6% 3.7% 13.6% 8.3% 4.8%
LONGINES 5.8% 0.0% 4.0% 9.1% 10.5%
DUNHILL 4.5% 3.0% 1.6% 6.8% 6.5%
HERMES 3.9% 4.4% 4.8% 4.5% 1.6%
BREGUET 3.7% 3.7% 7.2% 1.5% 2.4%
GUCCI 3.7% 3.0% 4.0% 3.0% 4.8%
PATEK PHILIPPE 2.9% 0.0% 3.2% 3.8% 4.8%
AUDEMARS PIGUET 2.7% 0.0% 2.4% 0.8% 8.1%
ckCALVIN KLEIN 2.7% 7.4% 0.8% 0.8% 1.6%
PANERAI 2.7% 5.2% 4.8% 0.8% 0.0%
TIFFANY 2.3% 3.7% 0.8% 3.0% 1.6%

Page 16
Female

Female
Favourite brand TOTAL
20s 30s 40s Over50
Number of replies 489 130 118 122 119
CARTIER 38.4% 40.8% 39.8% 33.6% 39.5%
ROLEX 32.5% 31.5% 39.8% 33.6% 25.2%
BVLGARI 31.9% 30.8% 33.1% 35.2% 28.6%
HERMES 20.4% 14.6% 26.3% 24.6% 16.8%
OMEGA 19.2% 20.0% 17.8% 18.0% 21.0%
SEIKO 17.0% 19.2% 12.7% 18.9% 16.8%
GUCCI 12.3% 16.2% 11.9% 9.8% 10.9%
FRANCK MULLER 11.9% 19.2% 11.0% 9.0% 7.6%
TIFFANY 11.9% 14.6% 12.7% 9.8% 10.1%
CHOPARD 9.6% 5.4% 13.6% 13.9% 5.9%
CHANEL 7.8% 5.4% 3.4% 11.5% 10.9%
CHRISTIAN DIOR 5.5% 11.5% 1.7% 1.6% 6.7%
CITIZEN 5.3% 6.2% 4.2% 5.7% 5.0%
TAG HEUER 5.1% 3.8% 9.3% 7.4% 0.0%
PIAGET 3.9% 2.3% 0.8% 4.9% 7.6%
HAMILTON 2.5% 2.3% 4.2% 2.5% 0.8%
LONGINES 2.5% 1.5% 1.7% 2.5% 4.2%
BREGUET 2.2% 2.3% 1.7% 3.3% 1.7%
FENDI 2.2% 1.5% 1.7% 2.5% 3.4%
ckCALVIN KLEIN 1.8% 2.3% 0.0% 2.5% 2.5%

Page 17
Favourite Watches – movement, type, function and shape

Asked what kind of watches they like by each category. Classic and standard type is
popular for both male and female. Males in their 20s and 30s like mechanical watches, and
females like fashion watches.

Male Female
Movement TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of replies 1,005 135 125 132 124 130 118 122 119

Mechanical & quartz 38.2% 34.8% 24.0% 40.9% 38.7% 40.8% 40.7% 45.1% 41.2%
Automatic 31.4% 40.0% 56.0% 28.8% 29.8% 29.2% 26.3% 23.8% 16.0%
Quartz 22.4% 18.5% 11.2% 21.2% 21.8% 21.5% 23.7% 27.9% 34.5%
Handwinding 8.0% 6.7% 8.8% 9.1% 9.7% 8.5% 9.3% 3.3% 8.4%

Page 18
 (Multiple answer)

Male Female
Type TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of replies 1,005 135 125 132 124 130 118 122 119

Classic, standard 62.3% 74.1% 61.6% 59.8% 72.6% 57.7% 59.3% 60.7% 51.3%
Fashion watch 43.1% 32.6% 18.4% 29.5% 15.3% 69.2% 69.5% 54.1% 58.8%
Sports watch 30.0% 28.9% 49.6% 53.0% 30.6% 13.1% 28.0% 22.1% 12.6%
Jewelry watch 18.5% 4.4% 2.4% 3.0% 2.4% 40.8% 36.4% 34.4% 26.9%
Multi-function 15.5% 2.7% 28.0% 27.3% 23.4% 8.5% 5.1% 4.9% 4.2%

Page 19
 (Multiple answer)

Male Female
Function TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of relies 1,005 135 125 132 124 130 118 122 119
Calendar 48.9% 51.1% 64.8% 61.4% 66.1% 43.1% 41.5% 29.5% 31.1%
Divers 25.6% 30.4% 43.2% 42.4% 25.0% 16.2% 20.3% 18.0% 6.7%
Chronograph 20.9% 32.6% 36.8% 34.8% 22.6% 9.2% 14.4% 9.0% 5.0%
Perpetual calendar 19.8% 23.0% 21.6% 19.7% 29.0% 17.7% 16.1% 17.2% 13.4%
Alarm 18.8% 17.0% 21.6% 26.5% 22.6% 14.6% 11.0% 12.3% 24.4%
Tourbillon 16.9% 15.6% 13.6% 13.6% 13.7% 18.5% 20.3% 18.9% 21.8%
World time 10.8% 9.6% 8.0% 16.7% 11.3% 13.8% 9.3% 7.4% 10.1%

GMT dual time 9.1% 9.6% 7.2% 15.2% 11.3% 5.4% 8.5% 8.2% 6.7%
Moon phase 8.5% 8.9% 4.8% 15.2% 8.1% 12.3% 9.3% 6.6% 1.7%
Minutes repeater 8.0% 5.9% 8.0% 11.4% 9.7% 3.8% 5.9% 5.7% 13.4%
Others 7.4% 3.0% 4.8% 3.8% 9.7% 8.5% 5.9% 13.9% 10.1%
Power reserve 7.2% 9.6% 10.4% 10.6% 8.1% 3.8% 5.1% 4.9% 4.2%

Page 20
 (Multiple answer)

Male Female
Shape TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of replies 1,005 135 125 132 124 130 118 122 119
Round 88.4% 95.6% 97.6% 97.0% 93.5% 88.5% 81.4% 76.2% 74.8%
Rectangular 30.5% 17.0% 17.6% 16.7% 17.7% 40.0% 46.6% 50.0% 42.0%
Oval 28.2% 20.0% 12.0% 12.9% 5.6% 45.4% 13.2% 45.1% 43.7%
Square 12.1% 11.9% 5.6% 8.3% 8.1% 22.3% 19.5% 11.5% 10.1%
Barrel 7.9% 11.9% 8.0% 7.6% 3.2% 7.7% 12.7% 5.7% 5.9%
Polygon 7.5% 8.9% 8.8% 6.8% 3.2% 10.0% 5.9% 9.8% 5.9%

Page 21
Hobby

What are hobbies of consumers with interests in watches? Automobile and music for
males, and fashion, interior and music for female.

(Multiple answer)

Male Female
Hobby TOTAL
20s 30s 40s over50 20s 30s 40s over50
Number of replies 1,005 135 125 132 124 130 118 122 119
Automobile 51.2% 68.9% 76.0% 66.7% 70.2% 36.2% 37.3% 25.4% 25.2%
Fashion 49.6% 47.4% 27.2% 34.1% 12.9% 83.8% 69.5% 64.8% 58.0%
Music 47.7% 55.6% 43.2% 44.7% 41.1% 57.7% 50.0% 47.5% 40.3%
Interior 41.0% 34.1% 36.8% 21.2% 20.2% 60.8% 63.6% 50.0% 43.7%
Sports 32.6% 43.0% 49.6% 43.9% 35.5% 23.8% 16.1% 26.2% 20.2%
Others 10.5% 8.1% 8.8% 12.1% 13.7% 6.2% 6.8% 15.6% 13.4%

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Relation between hobbies and favourite watch brands

Fashion-minded consumers like Cartier and Bvlgari, and sports-minded consumers like
Rolex and Omega.

More than 5 point

difference from Total
Strong Weak
relationship relationship

Hobby
Brand name TOTAL
Fashion Auto Music Interior Sports Others
Number of replies 1,005 498 515 479 412 328 106
ROLEX 40.4% 41.0% 44.5% 39.0% 39.1% 45.7% 34.0%
OMEGA 28.1% 26.7% 35.5% 26.1% 26.9% 33.5% 21.7%
CARTIER 24.1% 32.3% 21.0% 24.4% 32.0% 20.4% 17.0%
BVLGARI 23.8% 28.9% 21.9% 25.3% 26.2% 20.1% 17.9%
SEIKO 22.1% 15.9% 21.7% 20.9% 16.5% 24.1% 29.2%
TAG HEUER 12.7% 8.2% 16.3% 13.4% 6.6% 16.8% 12.3%
HERMES 11.9% 16.3% 7.0% 11.3% 15.8% 7.9% 11.3%
FRANCK MULLER 11.1% 15.5% 11.5% 14.4% 14.3% 11.6% 6.6%
CITIZEN 7.9% 4.4% 7.4% 8.1% 5.8% 8.5% 7.5%
GUCCI 7.9% 9.6% 4.9% 7.7% 10.4% 4.6% 8.5%
TIFFANY 7.0% 10.2% 5.8% 7.1% 9.0% 5.8% 4.7%
CHOPARD 5.0% 7.2% 2.9% 5.8% 7.3% 2.4% 4.7%
IWC 4.7% 3.4% 6.4% 3.3% 3.9% 4.9% 7.5%
BREITLING 4.6% 3.4% 6.6% 5.2% 3.2% 4.9% 1.9%
CHANEL 4.6% 6.0% 3.9% 2.7% 5.3% 3.0% 3.8%
LONGINES 4.2% 2.4% 4.9% 5.2% 1.9% 4.6% 5.7%
CHRISTIAN DIOR 3.1% 3.6% 1.7% 4.0% 4.4% 1.2% 1.9%
BREGUET 3.0% 3.2% 4.3% 2.7% 3.4% 3.4% 1.9%
DUNHILL 2.7% 1.6% 2.7% 2.3% 0.5% 3.7% 1.9%
PIAGET 2.5% 2.6% 2.1% 2.1% 2.7% 1.2% 3.8%

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SUMMARY

Consumers’ consciousness of watches is divided into that on the attitude before purchases
and on watches selves.

Concerning attitude before purchasing watches, their consciousness can be important

factors to plan sales, PR and marketing activities. At the same time, their consciousness
on watches selves show their taste or demand for watches, which can be analysed by sex
and generation.

Attitudes before purchase watches

Shop to go to buy watches

- Many females buy watches at department stores
- Both males and females go to mass-retail chain operators and discount shops
- Watch retailers chosen by more males
Watch price they are going to buy
- 26% of the total said “more than Yen200,000
- 60% of males in their 30s said “less than Yen100,000
- “More than Yen 1mil is 1.2% of the total
Main source of information
- Females collect information from fashion magazines.
- Males collect from consumer goods magazines.
Important factors to select shops
- “To be an official dealers” is important both for male and female
- “Rich collection”
- “Bigger discount”

Taste and demand on watches

Brand Rolex is the most popular brand

Rolex, Omega and Seiko for male
Cartier, Rolex and Bvlgari for female

Shape Males absolutely prefer round

Female prefer round, but also rectangular and oval

Important factors of selecting watches

Design, Price and Brand
Males consider also function
Female consider also readability

Function Calendar is important both for males and females.

Males like divers watch
Some females like even tourbillon

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◆ The survey showed that many consumers take into consideration if the shop is an
official dealer. In the usual consumer goods survey, “rich collection” or “low price” are
often selected by many monitors as important factors, but in this survey, as far as
watches concern, it is important to be official dealers.
- 41% of total is going to buy watches at watch retailers
- “Department stores” (45%) is the most and followed by “mass-retail chain
operators and discount shops”(44%).
- The top three important factors of selecting shops are “Being an official
dealer”(57%), “Rich collection”(49%), and “Bigger discount”(45%).
- Evance came top as the actual shop they go. This result conflicts with the fact
that they take into consideration if the shop is an official dealer. It could be that
consumers accept Evance because they are partially an official dealer of some
brands, or otherwise, consumers class parallel dealers involuntarily by reliability
or celebrity. Or, maybe, consumers believe that Evance is an official dealer.
(see Page 6 for Evance)

◆ “Design” is the most important factor when selecting watches. Consumers seem to be
attracted by the design. “Brand” and “Function” are also important as well as “Price”.
Concerning favourite shape of watches, round case is the most popular, but liked more
by males than female who like also rectangular or oval.
- Consumers paying more than Yen200,000 for a watch is 26% of the total, and
14% is paying more than Yen300,000.
- Important factors when selecting a watch is “Design”(85%), Price(55%), and
“Brand”(54%)
- Favourite brands are Rolex(40%), Omega(28%), Cartier(24%), Bvlgari(24%), and
Seiko(22%).
- Movements varies, besides classic and standard type(62%) is liked the most.
- Calendar as function(49%), and round (88%) as shape is favoured.

◆ Rolex is the most favoured brand, and Seiko is the 5th. Big note and popularity of Rolex
is again proved. A ranking made by one of watch magazines reported Breitling as top,
but the same brand is listed No.14 in this survey. It is probably because the difference
between the survey on watch enthusiasts and on more average consumers.

◆ 60% of total have got watches as gift. Most of them have received for their birthday(54%).

◆ Main source of information for watches is magazines and watch retailers.

- Source of information is “Fashion, life style magazines”(44%), “Watch
retailers”(38%), and “Consumer goods magazines”(36%).
- At the same time, they started to have interests influenced by “Fashion, life style
magazines”(34%), “Consumer goods magazines”(26%), “Watch
magazines”(19%), and “Friends who like watches”(21%).

(March 20, 2006)

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