GROUP 4

____________
Pratheek. G
Vamsi Krishna
Bhargav M
Vatsal Parekh
Abhinav Bindra
Rajeev Dubey
Nirav Patel
• Swiss based family-owned luxury mechanical watch brand (Estd. 1875)
• Makes only 40,000 watches a year
• The Americans make for about 20-30% of global business
• Europe and the Middle East - 30%
• Asia (Greater China and SE Asia) - 30-35%

AP developed:
- World’s first wristwatch minute-repeater movement
- World’s first perpetual calendar watch with leap year display
- World’s first luxury sports watch in stainless steel
 Switzerland: Emotional Connect

Current TG:

Women – as they form 30% of

• Positioned as High Class Individual Brand AP’s sales. AP even launched
• Named after Le Brassus – the HQ city of “Code 11.59” for women
who like complicated mechanical
Audemars Piguet in Switzerland.
watches
• Used winter landscape of Swiss for an edgy
diamond trilogy collection
• Turned down James Bond to maintain
“Exclusivity" in Europe
• Brand Ambassador : Stan Wawrinka
 USA: Philanthropic Connect

• “No.1 country” for Audemars Piguet

• Promoted as “The Future of the First”

• Lebron James - brand ambassador for his commitment

to excellence, skilled technique & unwavering generosity

• To donate the proceeds from any future auctions of

his timepieces to LeBron James Family Foundation.

• Positioning for targeting the Youth:

• Used rapper Jay Z to include the brand name in his song lyrics.
• Jay-Z, prominent and influential hip-hop artists of all time,
was instrumental in turning Audemars Piguet into a culturally
relevant force by rhyming words with Audemars Piguet.
 China : Digital Connect

• Considered as No.2 country for Audmars Piguet globally

• The products are high on Innovation (based on historic design) and Exclusivity
(millennials would prefer what they buy to be difficult for others to source)
• Target Group: ‘Fan economy’ of young, affluent consumers
• Brand Ambassador: Lu Han, Chinese singer (29)
THANK YOU