Presentation of Auguste Reymond brand

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Presentation of Auguste Reymond brand

Independant classical Swiss Watch brand since 1898


Content • • • • • •

Historical background Collection Markets Marketing Ambition for the future Key Points

Independant classical Swiss Watch brand since 1898


1898 - Historical background Mr Auguste Reymond built his factory building already in 1902 in Tramelan Rue du Midi 9 to enlarge the manufacturing of his watches.

1919 Mr. Reymond and his daughter Lucie

Mr Auguste Reymond, a young enthusiastic watchmaker, created his company 1898 in the mountains of the watch valley in Switzerland.

1910 Postcard of Tramelan with the manufacture Auguste Reymond

Independant classical Swiss Watch brand since 1898


1926 - Historical background Auguste Reymond created a movement factory in ‘Les Bioux’ in the Vallé de Joux in 1906 and in 1926 he purchased the movement factory UNITAS Watch Co in Tramelan.

Auguste Reymond ad with UNITAS movement company

Independant classical Swiss Watch brand since 1898


1928 - Historical background Auguste Reymond produced 1928 the first:

• • • • • • •

water-resistant watches shock resistant watches jewellery watches chronograph watches with strap vraious automatic watches certified chronometer watches moon phase watches

Independant classical Swiss Watch brand since 1898


1965 - Historical background Auguste Reymond company is the biggest employer in Tramelan. Over 150 people are working at Auguste Reymond manufacture.

Independant classical Swiss Watch brand since 1898


2012 - Historical background Today, own industrial building with 7 people staff. Almost all pieces are assembled in-house by our watchmakers. 1952 Nitella manufacture

2012 Nitella manufacture (north)

2012 Nitella watchmakers atelier

2012 Nitella manufacture (south)

Independant classical Swiss Watch brand since 1898


Collection Jazz Age Prestigious classic collection with mobile lugs, curved sapphire crystal, coin marking on case side, simple and complicated mechanical movements Price range 3 hands: CHF 950 – 990.Maximal price: CHF 4750.-

M-612S751-56u Jazz Age Chrono moon phase CHF 4’760.-

Independant classical Swiss Watch brand since 1898


Collection Cotton Club Classic collection with variations on the movements, sapphire crystal, bezel with 2 curves, simple and complicated mechanical movements Price range 3 hands: CHF 900 – 950.Maximal price: CHF 5700.-

M-6 9R163-56r Cotton Club GMT / big date CHF 1750.-

Independant classical Swiss Watch brand since 1898


Collection Charleston Gent/Lady A & Q The well sold shape case in Gent and Lady size, rectangular sapphire crystal, automatic and quartz movements. Price range 3 hands A: CHF 850 – 900.Price range 3 hands Q: CHF 530 – 580.Maximal price: CHF 1150.-

M-4 9B170-46 Charleston CHF 1150.-

Independant classical Swiss Watch brand since 1898


Collection Diva Q The top sold, rectangular lady collection, sapphire crystal, quartz movement. Price range 3 hands: CHF 480 – 760.Maximal price: CHF 960.-

M-618B900-56 Diva Q CHF 640.-

Independant classical Swiss Watch brand since 1898


Collection Dixieland The tonneau shaped case, curved sapphire crystal, automatic movement. Price range 3 hands: CHF 900 – 950.Maximal price: CHF 1200.-

M-6 9B230-56 Dixieland CHF 900.-

Independant classical Swiss Watch brand since 1898


Collection Elegance Round case, sapphire crystal, automatic movement Price range 3 hands: CHF 700-750.Maximal price: CHF 1000.-

M-4 9B600-57 Elegance CHF 750.-

Independant classical Swiss Watch brand since 1898


Collection Magellan (NOVELTY 2012) Round sporty titanium case, sapphire crystal, automatic movement Price range 3 hands: CHF 1150-1200.Maximal price: CHF 1200.-

M-8 9B700-20 Magellan CHF 1150.-

Independant classical Swiss Watch brand since 1898


Markets Auguste Reymond is present in various markets but actually cleaning the customer structure to build a professional structure with one agent per country and a long term partnership.

Main market are Russia, followed by Ukraine, Swiss Market, Germany, Oman, Australia.

The ARSA braille and low vision watches represent a small niche but are sold in all European countries and USA, Great Britain, Japan, Canada, Australia.

Independant classical Swiss Watch brand since 1898


Marketing The company was loosing money the last 4 years of the watch crisis but is now on the way to the turnaround. Marketing budget, for the moment, must be the contribution of an engaged partner in a country.

The brand contributes with catalogues and displays and Facebook news and PR files.

The number of fans on the Facebook site shows the interest in the classical Swiss brand.

Independant classical Swiss Watch brand since 1898


200'000

150'000

100'000

50'000

0

82'816 41'281 40'527 39'404 35'522 30'800 25'425 15'789 13'815 11'530 9'639 8'379 5'980 5'859 5'520 5'357 5'043 3'220 3'202 2'454 1871 1'796 1'325 1'196 1'127 991 870 752 677 510 491 458 433 248 159 139 115 114 54 49

250'000

154'191 144'298 136'116

300'000

307'406 266'892 242'346

350'000

Tag Heuer Hublot Tissot Baume et Mercier Omega watches Bell & Ross Breitling Frédérique Constant Oris Longines watches Bulova Vacheron Constantin Patek Philippe Hamilton watch Breguet Marvin watches Auguste Reymond Blancpain Ebel Michel Herbelin Ulysse Nardin Hanhart Fortis Certina Tutima watches Louis Erard Eterna Zeno Watch Perrelet Jacques Lemans Doxa watches Schwarz Etienne… Dubey Schaldenbrand Delance Vulcain Nivrel Glycine watch Christian Jacques Balmain watches Mido watches Atlantic watches Revue Thommen Epos Aerowatch Cimier Swiss Armand Nicolet Ernest Borel

Marketing

An overview of the watch brands on Facebook (31.5.2012).

450'000

400'000

Independant classical Swiss Watch brand since 1898


Marketing Layout of historical watch advertisement.

1936

1949

1950

Independant classical Swiss Watch brand since 1898


Marketing Layout of an actual watch advertisement.

Independant classical Swiss Watch brand since 1898


Marketing Actual window presentation

Independant classical Swiss Watch brand since 1898


Ambition for the future 2012 We do our homework to improve many small and big points, get investments, increase stock and rise turnover, open 3 markets and get in touch with some potential markets

2014 Breakthrough. Finished development process. All existing markets will have a good POS structure, start with marketing to push sales in markets, open 1 new market, reach turnover > 5 mio CHF

2013 Some new products, new internet site, new customer catalogue, probably new display, consolidate existing markets, market visits, keep contact for potential markets, open 2 markets, increase turnover in each country

Independant classical Swiss Watch brand since 1898


Ambitions for the future Auguste Reymond should be or become THE independent Swiss brand for classical watches in the middle price range of 500-3’000 CHF. The private owned brand will be loyal for many years with it’s supporting stakeholders.

For the Agents, Auguste Reymond should be a good alternative to other brands from big groups and generate starting the 3rd year, an interesting turnover with a high margin and a motivated team.

For the Retailer, Auguste Reymond will be one of the rare independent watch brands that offers good alternatives to the strong dependence from the big groups. While the turnover will not be huge in the beginning, the potential after some years' and the motivation of the team is huge.

Independant classical Swiss Watch brand since 1898


Key Points • • • • • • • • • • • •

Small independent, private owned company Own industrial building, In-house watch assembly Un-interrupted history since 1898 Mvt Unitas was once within the company Direct, open-ear and friendly communication Possible to adapt collection to market needs No group pressure, no minimal orders Huge sales grow potential Good brand awareness in Russia Real and long term partnership to develop a country, no dictatorship No intention to open affiliates or own retail Higher margin, low investment

Independant classical Swiss Watch brand since 1898


The good alternative Swiss watch brand for the middle price range between CHF 500-3’000.Thanks for your support, we need you and we honour your support.

M-69B097-56a Ragtime CHF 750.-

Independant classical Swiss Watch brand since 1898


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