表界弄潮@巴塞尔

表界弄潮@巴塞尔

The eight-day Baselworld watch and jewelry exhibition held between March 17-25 sets the tone in the world of luxury fashion for the next 12 months. Baselworld takes place in the modern Messe Basel exhibition centre where 1,500 top luxury brands are brought together to present a visual feast for its 15,000 strong audience from more than 100 countries. It is a concentrated exhibition of the top luxury watches that will eventually show up in the shop windows of the world.

今年3月底的巴塞尔国际钟表珠宝展用八个精彩纷呈的日夜奠定了接下来12个月的奢侈品潮流动向。在这个占地14.1万平方米的巴塞尔展览中心里，1,500 个国际品牌争奇斗艳，为来自100多个国家约15万名的专业人士上演了一场顶级视觉盛宴。观者好似走进了一扇通往未来的大门，在短时间内欣赏到了即将占领世界各大都市橱窗的钟表新品。

OMEGA TO THE MOON AND BACK

N: Nihao

O: OMEGA

Stephen Urquhart, President of OMEGA

N: In what direction do you think the trend for Swiss watches is heading?

O: It's diff i cult to def i ne trends because every Swiss watch brand has its own business model and product structure. But one thing that we all know to be important is attracting a younger market. There is a new generation of wearers coming through, so we have to adapt our marketing and social media channels to connect with them, while also developing our products to match their needs. Every brand will do that differently, but for OMEGA, we are improving precision and introducing new materials such as ceramic, so that our traditional lines are given a dynamic edge.

N: The traditional watch industry is now facing challenges due to the current global economy and the changing condition of the Chinese market. How will Omega meet the challenges?

O: It is quite normal for the luxury industry to experience booms and slowdowns, and in view of the situation there may be several small adjustments to our product selection. However, we don't feel that the current situation should have a direct impact on our marketing strategies. Certainly, prices will not be affected and our strategic approach to design, distribution and innovation will not be compromised. Our main principle is to retain our reputation for quality and excellence. Within Swatch the Group we have experience and expertise to cope with any challenges.

N: As one of the earliest Swiss watch brands entering the Chinese market, OMEGA has gained high brand recognition. This year, how will OMEGA continue to uphold its position in the Chinese market?

O: China is, without doubt, a very important market for OMEGA and the brand is greatly admired there. As you say, I think it's because we were one of the fi rst in the market, which allowed us to establish a reputation and respect. Going forward, we are expanding our network of boutiques in China so that we are accessible in even more regions. We also have a very dedicated OMEGA team in China who listen to customers and help us evolve our collections based on current preferences and sales.

N: How would you describe your average consumers? Have they changed over the years?

O: There really isn't an average consumer. Everyone is different, which is one of the reasons that the watch market is so interesting. There is such a great variety of choice with OMEGA, and we have different styled watches to suit different personalities. But one thing that has always remained true is that our consumers appreciate quality. They know that we are one of the pioneering watch brands and that we are renowned for exquisite precision and craftsmanship.

Speedmaster Grey Side of the Moon “Meteorite”超霸系列皓月之灰 “陨石” 腕表

N:您认为当今手表品牌的潮流会往什么方向发展？

O:定义潮流趋势非常困难，因为瑞士的每一个腕表品牌都有自己的商业模式和产品结构。但尽力去吸引年轻的消费者对所有品牌来说都非常重要。目前市场上已经迎来了新一代的腕表佩戴者，因此我们需要相应地去调整品牌的市场策略和社交媒体渠道与他们互动，同时设计出更加符合他们需求的产品。我们将引入诸如陶瓷等全新材料，从而让我们的传统产品线保持活力。

N:近几年，全球经济低迷，奢侈品行业受到严峻挑战。OMEGA是否会作出相应的策略改变？

O:奢侈品行业都会经历淡季和旺季，这很正常。针对目前的情况，我们在选择产品上可能会作出一些细微的调整，但是我们并不认为当前的形势会对我们的市场战略产生直接影响。可以肯定的是，价格不会受到影响，而我们在产品设计、经销和创新方面的相应战略也不会因此妥协。在斯沃琪集团内部，我们也拥有丰富的经验和专业知识来应对各种挑战。……