Analysis of Jaquet Droz's Marketing Strategy and Recommendations

Abstract

The study provides an in-depth analysis of the Swiss watchmaker Jaquet Droz's marketing strategy and suggests improvements. The study begins by describing the history and reputation of Jaquet Droz, noting its excellence in mechanical precision and artistic creation. However, Jaquet Droz faces stiff competition from smartwatches and competing brands and the challenge of raising brand awareness. The study suggests that Jaquet Droz highlight the uniqueness of its craftsmanship and materials, positioning the watch as a luxury accessory rather than just a time tool, while emphasizing the brand's historical heritage and unique values. In addition, the study mentions the radical strategic shift adopted by the new CEO to focus on unique artistic and personalized products, abandoning retailer partnerships and selling directly to target customer groups through commercial ambassadors. The study concludes by mentioning that other brands such as Vacheron Constantin market themselves through a combination of online and offline approaches, and suggests that Jaquet Droz learn from this model.