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.
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.
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.