To enter the China market successfully, Raymond Weil chose the right partner to take them there. And I was lucky enough to witness the whole thing.
China’s addiction to luxury goods is very unique. For example, young male entrepreneurs and executives are the most enthusiastic luxury shoppers. But with younger luxury goods consumers compared to other countries, female shoppers cannot be ignored. Their unquenchable thirst for luxury goods has drawn the attention of luxury watch brands. They had to start focusing more on women. A Swiss luxury watchmaker, Raymond Weil did just that.
In 2011, Jebsen created a new advertising campaign for Raymond Weil’s “Maestro” and “Jasmine” collection. World-famous actor, director and playwright, Jiang Wen, and talented actress, Zhou Yun, were appointed as their Brand Ambassadors for Greater China. By helping to raise brand awareness in China, there has been an increase in sales. Even as you read this, the “Jasmine” collection continues to sell fast, proving that more women are interested in luxury watches.
In 2012, Jebsen hosted a successful concert at the Reignwood Theatre in Beijing as a marketing initiative, depicting musical scores taking off around Raymond Weil’s latest watches. Jiang Wen was there to share his stories as a movie director and working in the movie industry.
Music and art has always been at the centre of the Raymond Weil universe. Since the beginning of cooperation, Jebsen has always followed and communicated the brand essence of family, art and music as the core values. The unique beauty and characteristics of Jiang Wen and Zhou Yun perfectly represent the qualities of Raymond Weil: Classic, Everlasting and Independence. Jesben does not limit itself to conventional business strategies. It uses holistic campaigns like social media, events and more to build and sustain brands like Raymond Weil – carrying the brand legend forward.