The Michele Appeal Pt. Two: Reasons Why Michele is Experiencing Growth

Michele watches embody luxury and are well-made with awesome materials that lend themselves to fabulous design. Listed below are more reasons why the Michele brand is taking advantage of this economy and experiencing growth and success.

Materials

Said to be a girl’s best friend, diamonds have mass appeal and are a main characteristic of most Michele watches, with many selections flaunting over 100 diamonds. Michele watches add a touch of classic elegance with mother-of-pearl dials topped off by scratch-resistant sapphire crystals. The Tahitian styles feature stainless steel and smooth ceramic with a couple of selections highlighting ceramic with stainless steel reinforcement to add durability to the scratch resistance of the bracelet. The playful Tahitian Jelly Bean collection by Michele offers an array of colorful case-integrated rubber straps securing sun dial stainless steel chronographs, mineral crystals and enamel dials. Straps come in rubber, silicone, leather, patent leather, stingray and alligator, with many strap styles featuring nautical-inspired gold grommets and buckles. Bracelets are made of stainless steel, with many styles coated with 18 karat gold and rose gold. Michele is one of very few watchmakers that push the edge of the envelope when selecting materials to fashion their watches while competitors stick within comfortable boundaries and never deviate beyond ceramic.

Price

And with all the unique materials, Swiss-made movements, diamonds-galore and fashionable designs, Michele watches are luxury within reason. While competitors lack any risk with materials and stick within trends with designs that look so much like everyone else, yet still demand over $5000 per watch, Michele respects paying customers a bit more and gives them something worth their modest price tags. It seems that more so-called luxury brands are products of a great marketing schematic aimed at the audience that associates value with high cost. That kind of audience thinks that if it’s expensive, it must be good, and they fall for it without questioning the material, the craftsmanship, the watchmaker. Michele is one luxury brand that doesn’t underestimate its audience and offers a quality, high-end product that’s aptly priced.

 

Michele Sport Sail
With 96 diamonds, the Michele Sport Sail watch is aptly-priced at $1995.

 

The Michele Sport Sail pictured above features a rose-gold plated stainless steel bracelet and case, 96 diamonds which total almost half a carat, a scratch-resistant sapphire crystal, and Swiss movement, complete with a sun dial chronograph against a white enamel backdrop. Considering the real gold and the insane amount of diamonds, the watch is aptly priced at $1995, a steal compared to other brands that make you wonder what you pay for when you shell out over five grand for something that’s not even half as brilliant. Michele offers many entry-level, well-designed styles that cost under five hundred, but when the diamonds kick in, expect to pay between $1200 and $3500 for a complete timepiece. Two grand leaves you with more than enough change to pick up a few interchangeable straps and bracelets, which range from $100 to $600, depending on material and texture.

 

Interactivity and Customization

Speaking of interchangeable straps, Michele offers a wide array of customization, bringing an easy to use watch bar to their website. While other brands sink most of their marketing budget into their super-snazzy website, they alienate customers by making their websites difficult to load and their customization area difficult to use and they’re shady when it comes to pricing. Most luxury brands don’t even mention price until you’ve finished customizing and indicating where you’d like to pick up your watch. When they finally do reveal the price, it’s in print so small that you have to hunt for the bottom line. To me, that displays a lack of confidence behind a product and again, is remnant of a company that’s betting on the naiveté of their target audience and hoping that you’ll just buy the damn thing without asking questions. Michele is a transparent brand that seeks only to serve their customers with unique materials, fine craftsmanship and an easy-to-use interactive customization area that allows you to pair different straps with varied watch heads so you won’t be shopping in the dark. Michele.com is a fresh powder-white website, which allows their collections to pop like paint against canvas while many competitors drape their websites in minimalist black and lack the descriptive text that puts online buyers at ease. Eventually, everything comes to light and Michele is already there, waiting on you to make the best buying decision to date.

The Michele Appeal: Five Reasons Why Michele is Experiencing Growth

Michele watches are increasingly popular. They’re luxurious, well-made with lavish materials and, compared to competitors in the same class, they’re very well-priced.

Listed below are some reasons why the Michele brand is experiencing more growth than its competitors, even in this stagnant economy.

 

Workmanship

Michele isn’t one of those watch companies that sprouted up from nowhere, slapped together some materials and deemed themselves worthy of five grand a pop. Michele’s authenticity stems from a much more humble source. In 2004, watchmaker Fossil, Inc needed a Swiss-made female answer to their newly acquired Zodiac license and looked to the Barouh family’s growing brand of brilliant watches that paired sophistication with robust energy. What began in Latin America as a popular line of children’s watches quickly developed into an avant-garde hit in the United States as Michele debuted the CSX-Diamond Chronograph that catapulted the company’s success and garnered Fossil’s attention. Fossil, no doubt interested in the Barouh family’s long story, placed the brand in the midst of a wide audience, hungry for a product that paired high luxury with the keen workmanship that had become synonymous with the Fossil name. Fossil gave it Swiss movement and refined Michele’s processes and materials, which thrusted the brand into the high-end market where it has seen unbounded success.

Inbound Marketing

Perpetuating Michele’s success is an inbound approach to marketing. Rather than spend millions on advertising over television and radio, Michele seems to do just fine by providing engaging content that has people buzzing about the watches’ designs. Michele  has both a Facebook and a Twitter page, each with thousands of followers and fans. With multiple daily posts, the watchmaker has created a community of people interested in the newest fashions and designs Michele has to offer. On its Facebook page, the company posts updates of contests, new product launches and trade shows. By creating and posting content that is relatable and relevant to its key demographics, Michele saves millions of advertising dollars and still grows a wide audience. It would do well, however, to include information that does’t push its products so much that they alienate visitors who have been trained to avoid such heavy bombardment of product pushing, advertisement and other outbound marketing. By posting information that reveals little known aspects about Michele’s history, the watch industry and the inside of the company, the current 12,422 fans on Facebook can only grow as the company becomes more revered as a vessel of knowledge and seem less like just another channel to pump products through.

Next, we’ll finish up with the three remaining reasons attributing to Michele’s success in this economy. Prices play a huge role in the market for high-end luxury and you definitely get quality when you pay for it. We’ll even discover another marketing tool the company uses to ensure it’s success in part two of the series.

Michele Watches Gears for Valentine’s Day with Cloette Giveaway

Just in time for the season of special gifts, Michele Watches releases their new luxury Cloette Garden Party collection and featured Valentine’s Day watch giveaway.

American watchmaker Michele watches, based in Miami, calls their new limited edition Cloette Garden Party collection “whimsical luxury”. Retailing for approximately $2,000, the Cloette watches come in three styles: Ladybug, Bee and Butterfly. All styles feature Michele’s original Swiss movement and Sapphire crystal in addition to a mother of pearl dial surrounded by two concentric circles of diamonds. The Cloette Bee features .57 carats, the Butterfly features .63 carats and the Ladybug features .52 carats. The playful styling of each watch makes the Cloette Garden Party collection a perfect Valentine’s Day gift. The Michele Cloette Garden Party Butterfly watch features:

 

Michele's Cloette Garden Party Butterfly watch
Michele’s Cloette Garden Party Butterfly watch with 150 diamonds will be given away in a Valentine’s Day Sweepstakes.

-38 mm case

-16 mm strap

-150 total diamonds (.63 carats)

-Water resistant to 50 meters

-Mother of pearl dial

-Sapphire crystal

-Swiss movement

-Silver alligator strap

-Diamond and mother of pearl butterflies set onto the case

For Valentine’s Day, Michele is having a sweepstakes giveaway of their Cloette Butterfly watch. Those hoping to win one of the Michele signature timepieces, either for themselves or as a great gift, can visit Michele’s Facebook page to register for a chance to win, but they must act fast. Registration for the Michele Valentine’s Day Sweepstakes closes on Feb. 13 at 11pm CT.

The Cloette Butterfly watch offered in the Valentine’s Sweepstakes features a silver alligator strap. However, any 16mm Michele strap can be interchanged to create new styles. In fact, Michele offers these customizable features on all their watches, even allowing customers to create their own timepiece by selecting the case and strap.

Michele’s whimsical Garden Party designs recall their history as a children’s watchmaker. Originally the result of Belgian Maurice Barouh’s passion for fine watch mechanics, Michele was officially founded by his son, Jack Barouh, in 1995. Jack Barouh named his new watch manufacturing company after his daughter, Michele, after gaining experience selling children’s watches. Today Michele continues to combine the best of European engineering and American style with their innovative women’s watches.

Part of major watch manufacturer Fossil, Michele Watches is known for their diverse and unique collections of women’s watches. Their emphasis on style is evident in the play of shape and color in their watch designs. Paired with Swiss engineered movements, Michele watches are a great choice for fashion and quality.

Michele Tahitian Jelly Beans Collection is a Hit

Michele watch company released a new collection called Tahitian Jelly Beans. This bountiful assortment of timepieces comes in a bevy of different colors and styles.

These ladies’ watches are made of enamel bezel, round dials and stainless steel Arabic numerals. Some of the watches come with colored rubber straps that put a fun twist on the watch’s look.

Tahitian Jelly Beans Watch
A Tahitian Jelly Beans watch with a red strap.

Comedian Ellen DeGeneres gave away Michele’s Tahitian Jelly Beans watches to her audience during her 12 Days of Giveaways this past Holiday 2011. Ellen treats her audience to different giveaways each holiday season, and is a personal fan of Michele’s luxury watch collections.

Ellen DeGeneres
Ellen DeGeneres.

The Michele Tahitian Jelly Beans Collection is easy to fall in love with. Its bright colors and swanky designs are a great fit for almost any wardrobe or personal style.

Michele's Tahitian Jelly Beans Collection
Michele’s Tahitian Jelly Beans Collection.

According to Michele’s website this collection creates a “dose of playful luxury in an irresistible range of colors.” It’s a very cheerful blend of timepieces.

The watches feature a chronograph movement, a bolder and larger dial size and a sporty strap. This collection represents its name very well. It comes in an assortment of jelly bean colors. They’re attractive watches that are made for fun in the sun type activities.

But don’t mistake their fun appeal for anything but luxury. The Tahitian Jelly Beans Collection is very luxury, and very classy.

Try any of these great watches for yourself, all in the mid-300 price range!

Michele Watches Analysis: How Michele uses color and technology to create luxury and sales

Written by: Mike Demertzis

Michele, the Florida based manufacturer of luxury watches, has created a new spirited line to add more color to the brands trendy timepieces.

Michele chronographs have always incorporated color in a variety of styles and sizes. Although their new line ‘The Tahiti Jelly Bean Watch’ was released targeting a younger generation it continues with the flair that has made Michele famous. Inspired by the ‘Tahitian Ceramic Line’ they use bright colors making these chronographs a must have for the fashion conscious. These timepieces are available in an irresistible range of colors, are water resistant to 5 atmospheres, sport a distinct 40mm case with a bright strap and bezel. It is obvious the watch was created in the spirit of a Florida summer and its colorful surroundings. This watch is evident of the brands continuing appeal and international recognition.

Michele “Tahiti Jelly Bean Watch”

Another brilliant idea that Michele has come up with, can be accessed on their 2012 website. The “Create your own Timepiece” link, allows you to assemble your chronograph from an almost limitless pool of styles, sizes and colors. Michele has streamlined the process and guides the user throughout the assembly which starts with the case. You also have a running total before you ever get to the checkout, which also aids in creating your custom built timepiece with no surprise total accruing. The ability of a potential client logging on and creating their own watch from Michele’s database is evident of the brands commitment to the young and fashionable as well as the brands desire to remain an international competitor.

Michele watches have been distributed by FOSSIL, a Texas based distributor, for a number of years. This company has enabled Michele to increase its footprint throughout Asia and Europe. Jack Barouh, President of Tempus, which holds the business license for Michele, said “Michele watches and Fossil share a similar dedication to the industry in which our reputations have been built. We look forward to growing our brand with the resources Fossil brings to the table.” This relationship has paid off for Michele who has seen an increase of annual sales in the double digits globally in 2010.

The end of 2011 has brought Michele some interesting results with their ‘Trunk Shows’ that are hosted at select store locations. These are great venues where you can view the latest Michele products and accessories. You can also talk with Michele representatives and see exclusive items that haven’t been released yet.