Swatch Watch, USA | Company Profile, Marketing Contacts, Media Spend, Brands
Swatch Watch, USA is a Swiss company that, together with its subsidiaries, manufactures watches, movements, components and other products. With its U.S. headquarters in Weehawken, NJ, Swatch produces both mass-market and high-end watches. The company recently acquired luxury brands Omega and Breguet.
|Main Telephone||(201) 271-1400|
Swatch Watch, USA ContactsContacts (5/7)
|Bob B.||Brand President||NJ|
Sample of Associated Brands
|Cheryl P.||Head, Marketing||FL|
|Jose Antonio H.||Head, Marketing||FL|
|Carole B.||Head, Digital Marketing, Social Media & eCommerce - US||FL|
|******-****||*** ***||media buying & planning||unknown||present|
|********||**-*****||Media Buying, Media Planning, Social||2016||present|
|****||****** + ********||Public Relations||2016||present|
|****||*** ***** ********||Media Planning||2016||present|
|*****||*** ***||media buying & planning||unknown||present|
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Millennial Media Opps: Longines launches new social influencer campaign amid ad hike
Subject: Digital, social media, print, TV
Brand: Swatch Group.
Recognizing that millennials are positioned to become the largest spending generation, Longines chose the platform for its new campaign in an effort to drive attention primarily among this generation. Another brand targeting millennials? Shocking.
However, this new initiative comes just as Longines launches its US online shop, which will also come with a increase in direct response (DR) digital media spend. According to Hi-gloss' CEO Roberto Villazon, "As online luxury shopping continues to increase with younger consumers, Longines finds it imperative to invest in engaging the future luxury shoppers sooner better than later."
With that said, you can already guess that digital display spend since last year has increased significantly (per iSpot reports a $1.3 million increase in national TV spend since last year, as well. So, while the brand focuses on driving millennial engagement, look for an increase in traditional channels as well. Also note that TV won't be the only traditional channel on the rise, as print support is also a big part of the #LoveElegance campaign.
Therefore, millennial-focused sellers should reach out now to pick up traditional and digital ad dollars. An advantage should go to those in the fashion and luxury space.
TV Breakdown: According to iSpot, Longines hasspent $6.2 million on national TV ads since the beginning of this year, up from the $4.9 million it spent during the same period last year. The ads aired primarily during rich people sports, specifically tennis and horse racing.
Digital Breakdown: Since January, Pathmatics reports that Longines spent $666,600 on desktop ads, $52,400 on mobile and $226,100 on video ads. Desktop ads were placed 99% site direct, with top ad destinations including cnn.com (Turner Digital), nbcsports.com (Comcast NBC Universal Digital), rotoworld.com and hollywoodreporter.com. Mobile ads were also placed 99% site direct and video ads were placed 70% site direct.
Looking at the same period last year, the brand spent $199,300 on desktop ads (86% site direct), $25,300 on mobile ads (94% site direct) and $22,600 on video ads (39% site direct).
+41 32 942 54 25
The Swatch Group (U.S.) Inc.
1200 Harbor Boulevard
US-Weehawken, NJ 07086
Juan Carlos Capelli
Vice President & Head, International Marketing
Head of Marketing, Swatch Group US
Direct Dial: (786) 725-5406