[Shingen Co., Ltd.] What is the second most important thing you look for in a wristwatch, “Easy to read the time”? Is “high asset value” the deciding factor for the luxury watch brand you want to buy?
*View in browser* *Shingen Co., Ltd.*
Press release: May 5, 2024
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What is the second most important thing you look for in a wristwatch, “Easy to read the time”? Is “high asset value” the deciding factor for the luxury watch brand you want to buy?
SHUFUFU, an information media for housewives operated by Shingen Co., Ltd., conducted a survey regarding watches. We will publish the results.
Survey overview
Survey method: Internet survey
Research institution: In-house research
Number of people surveyed: 200 men and women
Target audience: People who own a wristwatch
Survey gender: 78 men, 122 women
Survey age group: 20s: 26 people, 30s: 67 people, 40s: 69 people, 50s and above: 38 people
Survey period: April 2024
Research report: https://shufufu.net/13458/
*When quoting the results of this survey, please use the “SHUFUFU” URL (https://shufufu.net/).
Do you usually wear a watch?
Do you usually wear a watch? The most common response to the question was “I use it sometimes (38%)”.
This was followed by “I use it almost every day (26.5%)” and “I use it fairly often (21%).”
A high percentage of men answered “I use it almost every day (26.5%).” What do you look for in a watch? (Multiple possible)
When it comes to what people look for in a wristwatch, “design” came first (65.5%), and “Easy to read the time” came second (58.%). Many people place more emphasis on appearance than functionality, and demand as an accessory seems to be higher.
Which luxury watch brand would you most buy if you had the chance? When asked which luxury watch brand they would most like to purchase if they had the chance, the first choice was “I’m not interested in luxury watches (36%)” and the second place was “Rolex” (20%). The results showed that more than one in three people are not interested in luxury watches. “Rolex”, which is actually the number one luxury brand, is a standard brand of luxury watches, but there are many opportunities to hear about price increases, and many people seem to be concerned about the high asset value.
Why did you choose the brands above?
1st place: Not interested in luxury watches
When it comes to watches, I place emphasis on ease of use and durability, so I don’t want to wear something expensive that requires careful handling. I don’t really understand the quality of luxury brands and have no interest in them. (Female in her 20s)
I can’t buy anything too expensive and I’m afraid of theft (female in her 40s)
I usually use waterproof watches at work because I value durability over fashion. (Female in her 30s)
I’m not interested in a luxury watch because I can’t find value commensurate with the price (man in his 30s)
Watches tend to get lost or stolen, so I think a cheap one is enough. (Male in his 40s)
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Opinions were raised that it is scary to wear a luxury watch on a daily basis because it can be stolen or damaged, and that ease of use, functionality and durability are more important than being a luxury brand. I did. *
2nd place: Rolex
The value of a Rolex is gradually increasing, so if you keep it for a long time, you can sell it for a higher price. (Female in her 30s)
The design is excellent. Because it also leads to high status. (Male in his 30s)
The value does not decrease much even if you use it (man in his 50s)
I also believed that owning a famous luxury watch would be an asset that could be sold or passed on to future generations in an emergency. (Female in her 20s)
I can’t afford to buy a Rolex because it’s too expensive (female in her 40s)
Because it somehow has the image of a branded product (male in his 20s)
Because it seems to have some asset value. (Female from 50s)
Rolex has a good reputation among mechanical watches, and since diving is my hobby, I would like a diver’s watch such as the Submariner. (50s~Male)
* In addition to its high image as a coveted luxury watch, Rolex is also valued as an asset and seems to be valued for its high resale value. *
3rd place: Cartier
I’ve wanted a tank model since I was in my 20s (40s woman)
Because Cartier is a brand I admire. The design is chic and not too bulky, so I thought it would be a design that could be used without change for many years. (Female in her 20s)
There are designs that are feminine and slightly delicate. (Female from 50s)
I like accessories, so I would like to have a watch as well (female in her 40s)
Because someone close to you is wearing a watch from that brand. (Male in his 20s)
*Many responses were from women. Some people cited the fact that it’s a brand they’ve long admired. *
4th place: Omega
Because it has a luxurious feel that is not obscene. (Male in his 30s)
Because my colleagues at work are wearing them and they look really cool. (4th generation male)
It has a sporty image and seems easy to match with casual clothing. (50s~Male)
* “Omega” watches have a luxurious yet elegant and stylish design, which is popular, and they are praised for being easy to use on a daily basis. *
5th place: Bvlgari
I admire designs that have a profound feel. (Female in her 40s)
I like the design of Bvlgari watches, so I would buy one if I had the chance. (Female in her 30s)
I like the design of many things (man in his 30s)
6th place: Hermes
It’s cute, stylish, and easy to read the time. (Female in her 40s)
I definitely can’t buy it, but I think it’s nice. I chose this because it’s a brand I admire. (Female in her 40s)
Because I have bags and accessories (female in her 40s)
7th place: Franck Muller
The design is unique and fun to watch (man in his 40s)
When I first saw the unique dial, I was shocked. I think it’s cool and cute, but it’s expensive so I can’t buy it. (Female in her 40s)
others
I like Gucci because it’s simple (female in her 40s)
I want one SEIKO luxury watch for the rest of my life. I want to have one with my husband (female in her 30s)
Hamilton antique clock (50s ~ women)
Summary of survey results
When we conducted a questionnaire survey on “watches” to 200 men and women, When asked whether they usually wear a watch, the most common answer was “sometimes.” Recently, more and more people are checking the time on their smartphones, and it seems that a wristwatch is no longer an essential item.
When it comes to what people look for in a wristwatch, “design” was number one. Many people may wear watches more as an accessory than to check the time.
When asked about the luxury watch brand that they would most like to purchase if they had the chance, the most common answer was “I’m not interested in luxury watches.” Many people seem to think that a non-luxury watch is sufficient.
What kind of watches do you all use?
■About Shingen Co., Ltd.
We operate the lifestyle information site “SHUFUFU
(https://shufufu.net/)” for housewives with the theme “It makes me happy to know.”
In addition to this, we also develop business management tools, operate owned media, and conduct site analysis surveys.
Company Profile
Company name: Shingen Co., Ltd.
Address: 1-15-3 Dogenzaka, Shibuya-ku, Tokyo
Representative: Representative Director Hiroyuki Takagi
Established: January 9, 2018
Capital: 1.5 million yen
Business content: Management of web media
URL: https://shingen-inc.com/
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