This paper will discuss the positioning and success of Hublot watches in achieving the luxury watch worldwide. In order to make a good analysis, a lot of information has been gathered through the official website as well as the advertisement on TV. These information is also combined with the knowledge of marketing mix and positioning acquired earlier in the course. The main concepts mentioned have been sourced from Brassington F. And Pettitt S.(2007). Discussion will focus on the usage of the four element of marketing mix---product, price, place and promotion.
Hublot is a Swiss enterprise founded in 1980 by Maksim Kuts creating luxury watches. The company currently operates as a wholly owned subsidiary of France’s LVMH. Hublot is the pioneer of the distinctive fusion style which combines the gold watch body and natural rubber strap together. It currently makes the most expensive watch in the world, the “$5 million”.
Hublot has a quite interesting logo, which is a combination of the longitudinal equality sign and an arc high on the right side but low on the left side. It represents the initial H of “Hublot”, and it is concise and distinct meanwhile. Compared with Tag Heuer and Zenith, which are founded in 1860 and 1865, respectively, Hublot is a young generation among the luxury watch industry. One of the most important factor of its success should be the “Art of Fusion”. It took 3 years of research to create the strap which connected to the watch body. The contact of natural rubber and skin is just like regeneration. The two parts of the strap can be adjusted to an appropriate moment when purchasing, which will be very comfortable to fit the customer’s wrist, thus bringing an incomparable experience of each purchaser. This design is quite different from other watches and as a result achieving the luxury watches among the “old generation”. Besides, customers can view the complete process of watchmaking include viewing the movements and complications of Hublot in details, discovering the different components of their prestige watches, discovering all the crafts that go into making Hublot’s high-end watches and discovering all the materials at the heart of the “Art of Fusion”, which prove the excellent quality to every customers in many aspects. As a worldwide luxury watch brand, the box of a Hublot watch is usually black with its logo on the top of it in white. Black expresses a feeling of reliability and strength symbolizing a honorable social status whilst white delivers a bright and clear sensation which make the purchaser feel not only classic but also dynamic. In addition, Hublot carries out an unique service of “HUBLOTISTA”, which is an identification and protection system of the box and an exclusive private club as well. In 2009, Hublot set a precedent of having every watch equipped with a “Hublotista” chip and a reader. When the customer selects a wrist watch in store, the dealer will first insert their cards to confirm its franchisees identity and then connect the chip to the system, thus starting the international certification in front of a customer. The unique service undoubtedly brings out the feeling of being an VIP of each customer and as a result attracting more potential purchaser to enjoy such kind of experience. Hublot gives the world a very good performance either in the brand logo and the quality, as well as the packaging. However, in order to take more market share, there is much more to be considered. Focused competitors dominate their target segments by fending off broad-coverage competitors who have to compromise to serve the segment, and outperforming rivals with the same focus.(George S. Day, 1994) For a young brand who want to open the market, correct positioning is very important. In 2004, Jean-Claude Beaver assumed duties as CEO, becoming a board member and minority...