Thanks MF and IWC for the new mouse pad...........

....my IWC MP collection is up todate now. :-)

Thanks again.

Cheers,
SC

Very nice collection (nt)

Cool! IWC should sell merchandise! nt

I agree....

I would very much like to buy some IWC merchandise....especially this latest mousepad!

Best regards,
Jim

A good way to devalue the primary product

I don't feel very positive about htis Bob and to be honest I would not like to see this in the future.This Forum along with WI Magazine and the small promotional merchandise are just fine by me, concerning not only Marketing
They are all enhancing the primary product whereas creating a new products line would lead to the exact opposite I believe.

Argiris

Very nice trio and

to say my opinion about IWC gadgets, my feelings are contrasting, I like them because they are hard to find and not for sale. On the other hand I would like to have them all and if they were for sale, it would be easier to get them.

I guess I'll stay eternally within this dilemma :-)

Ciao Song Chau and compliments!

Roberto

I suspect Johann Rupert concurs

Hi Arg,

While I personally would like some promotional items, like leather mousepads and caps, to be available at least to all forum members, I did hear a report about IWC's merchandising of other products.

There are plans for a "super boutique" to be opened, probably this year, with multiple rooms. Each would contain a product line (say, Pilot Watches) plus related super-high end non-watch products (say, for example, fine leather briefcases). However, I heard that Georges Kern met with Johann Rupert and it was decided that all these other products would not be "IWC" products or have logos, etc. --the idea was to not devalue the product sand make them "commercial" items, even if of course they were being sold.

If one looks at the luxury industry, it would be a mistake for, say, Hermes or Louis Vuitton to sell $25 mousepads. I realize that IWC does now distribute a fair number of inexpensive promotional items --even selling copies of its ads online, but I think IWC would prefer not to get into that "business". In addition to image issues, there are issues of profitability and logistics (staff needs, inventory, shipping and import issues, etc.).

Some of the above relates to my personal impressions, based on discussions with some key executives, so please don't take this an official statement.

Regards,
Michael

I agree with Georges >>>

companies should strategically stay focused on what brought them fame and fortune. I am aware of one company in the art world that had a super brand / artist image, but got off track selling the artists' images on trash cans / pillow cases etc and destroyed the whole business.

The marginal profit derived from accessory items may not offset the loss of brand value by devaluing the one thing that built the franchise..."Probus Scafusia" applied to luxury watches.

Just my opinion of course,

Bill

I agree with you and Georges >>>

Bill,

I can tell you from personal experience with other companies which, in fact, produced luxury timepieces but failed because their core business was not in that specific field and they weren't focused properly.

I sincerely believe IWC should stick to their century old expertise of manufacturing high quality timepieces and not get sidetracked with other items to sell.

Regards,
Jack Freedman

I am not advocating.....

an "IWC and Things" shopping experience. I concur the company is better served focusing on what it does best. However, I think a small investment in a few targeted promotional items such as the mousepad, hats and perhaps a t-shirt/polo shirt (I keep picturing Andrew's polo!) would not denigrate the brand. It would be a way that aficionados could show their IWC "pride" and create some low-keyed advertising. Honestly, my real issue is I have serious mousepad envy! :-) Congratulations SCF!

The Burberry brand was destroyed in the UK

when low priced products such a baseball caps and scarves hit the market. The brand is now associated with football hooligans and is banned from pubs in certain parts of the country (to the dismay of Japanese tourists also refused entry). The right quality promotional items can enhance a luxury brand but such items should not be sold. The usual way a luxury brand can find its way to low priced products is through sports sponsorship (the brand logo appearing on shirts caps etc).

Michael makes one very important point, jewellers' stores and dedicated boutiques must not be cluttered with other merchandise. It detracts from the primary product. The only solution that would work would be mail order and IWC and other brands would best sub-contract that area to a third party. That then creates the additional risk of collateral damage to the core brand.

Good point. (nt)

How about this solution....

when you buy a watch from an AD you get a credit to choose one or two promotional items within 30 days. This way watch buyers are rewarded and they can choose an item they want. Since the item is "free" there is no retail problem. And if set up properly you could encourage a buyer to return to the dealer or some other AD within the 30 days or other set time.

Good idea

agreed; smart marketing (nt)

if another Polo shirt ever comes my way again

I keep you in mind.

I like that idea or variations of it (nt)

Thank you, Andrew!

Believe me we could a little IWC flair here in the Lone Star state(at least...I think we are still a state!).
:-)

Best regards,
Jim

Me too (nt)