時計の米国市場：第6版

Report Methodology

The information in The U.S. Market for Watches and Clocks is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the watch/clock market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

What You’ll Get in this Report

The U.S. Market for Watches and Clocks makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Watches and Clocks offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream time-keeper marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail Strategies (including mass marketers, supermarkets stores and drug stores)
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in the watch/clock market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for watches and clocks, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for watches and clocks based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for watches and clocks.
• Research and development professionals stay on top of competitor initiatives and explore demand for watches and clocks.
• Advertising agencies working with clients in the watch/clock industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1. Executive Summary

Chapter 2.

• Introduction
• Scope of This Report
• Two Focus Chapters: Sports Watches and Kids’ Watches
• Categories Oriented to Other Industries
• Glossary
• Analog
• Ana-digital
• Anodized Aluminum
• Attachment
• Bezel
• Case
• Chronograph
• Chronometer
• Crown
• Crystal
• Digital
• Elapsed Time Ring
• Face
• Impact or Shock-Resistant
• Jewels
• Pusher
• Quartz Movement
• Tourbillon
• Water-Resistant
• Further Clarification of Terms
• Methodology
• The Products
• Two Categories: Watches and Clocks
• Ways to Class Watches
• Clock Types
• Market Size and Growth
• Watches and Clocks Valued at $7.6 Billion in 2003
• Watch and Clock Units
• Market Composition by Category
• Market Composition by Outlet
• Imports and Exports
• Factors in Future Growth
• The World Is Busier Than Ever
• A Heightened Fashion Sense
• Retail Scene Tough, But Fashion Accessories on Rebound
• Gadget and Status Appeal
• More Licensing Than Ever
• The Time’s Available on Electronic Devices
• Struggling/Improving Economy: Its Effect by Category and Price-Tier
• Some Cyclical Sales Behavior
• Boomers Worry Most About Time
• Teens/Tweens Increasingly Targeted
• Projected Sales
• Watches, Clocks an $8.7 Billion Market by 2008
• The Marketers
• Number
• Types of Companies Involved
• Consumer Advertising Expenditures

Chapter 3 The Watch Category

• The Products
• Four Price Segments: Mass, Middle, Upper Middle, Luxury
• Mass-Market Watches (Less Than $50)
• Middle-Market Watches ($50-$299)
• Upper Middle-Market Watches ($300-$999)
• Luxury Watches ($1,000-Plus)
• Watches Also Classed by Power Source, Face Type, Function, Application, and Style
• Power: Mechanical vs. Quartz Electronic
• Face: Analog vs. Digital
• Function
• Application
• Infinite Styles
• The Cachet of Price
• About Watch Cases
• Waterproofing the Case
• Attachments: Bands/Bracelets/Straps/Cuffs
• Jewelled Movements
• Licensing
• Watch Category Size and Growth
• Watches Stagnant at $6.6 Billion in 2002
• Now the Good News: The Cycle Returns to Gains
• Unit Volume Tops 176 Million
• Average Retail Price Inches Down
• Market Composition by Segment
• Market Composition by Outlet
• Market Composition by Regionality
• Imports and Exports
• Factors in Future Growth
• Watches Both Timepieces and Fashion Statements
• Watches as Status Markers
• “I Lost/Broke My Watch”
• Teen/Tween Markets Strengthening
• Gadget Vanguard Slowly Delivering More Bucks
• Vast Assortment Reduces Watches to Commodity
• European-Based Watch Marketers Hurting
• Sales Patterns Break from Traditional Relation to Economy
• Projected Watch Sales
• Watches to Hit $7.6 Billion in 2008
• The Marketers
• Number
• Types of Companies Involved
• Marketer Rankings, for few hard data are available...]
• Product Trends
• More Fashion Houses Licensing Brands for Watches
• Luxury Watch Designs Get Whimsical
• Luxe Licensing
• Big Faces Still Big(ger)
• Creative Straps, Bracelets, and Cuffs
• Kid-Suitable Watches
• Gadgetry
• Consumer Advertising Expenditures
• Consumer Advertising Positioning
• Watch Trade Shows

Chapter 4 The Clock Category

• The Products
• Three Main Clock Types
• Mechanical
• Electric
• Clock Radios and Other Hybrids
• Other Ways to Class Clocks
• Housings
• Clocks Often Grouped in Other Product Categories
• Clock Category Size and Growth
• Clocks Brush $1 Billion Mark
• A Beleaguered Category Forged Ahead
• Market Composition, by Product
• Market Composition, by Outlet
• Imports and Exports
• Factors in Future Growth
• Alarm Clocks Always Needed
• But Electronic Devices Tell Us the Time
• And Clocks Banned From Places of Business
• Hybrid Products
• Clock Category’s Relationship with Housewares, Fashion Accessories
• Housing Starts and Home Sales
• Retail Channel-Shifts Increase Novelty Factor
• Consolidation in Clock Industry
• Projected Sales
• Clocks to Surpass $1.1 by 2008
• The Marketers
• Number
• Types of Companies Involved
• Marketer Rankings
• Product Trends
• More Use of Licensing
• Metal Preferred for Decorative Clocks
• Hybrid Clocks
• Consumer Advertising Expenditures
• Consumer Advertising Positioning
• Clock Trade Shows

Chapter 5 Focus on Sports Watches

• The Products
• Watches for Specific Sports, or Just for the Athletic
• Water Resistance Measured by FTC Standard
• Sports Watches Most Often Affectation
• High-Tech Fitness Monitoring
• Relation of Sports Watch Types to Four Watch Price-Tiers
• Sports Watch Segment Size and Growth
• Factors in Future Growth
• Health and Fitness Awareness Always on Rise
• Extreme Sports Encourage Youthful Interest
• Watch Gadgetry to Enhance to Athletic Performance
• Perpetual Overlap with High-Tech, Fashion Watches
• Projected Sales
• The Marketers
• Types of Sports Watch Marketers
• Marketer Rankings
• Product Trends
• Solid, All-Day Designs Still Popular
• ...As Are Rugged Designs for Actual Athletic Use
• Consumer Advertising Expenditures
• Consumer Advertising Positioning

Chapter 6 Focus on Kids’ Watches

• The Products
• Tweens’ Watches Look Like Toys; Teens Put Off Childish Things
• Plastic, Plastic, Plastic
• Analog versus Quartz/Digital
• Product Niches Within the Kids’ Segment
• Kids’ Watches Mostly Mass-Mart Priced
• Lots of Tie-Ins
• Kids’ Watch Segment Size and Growth
• Factors in Future Growth
• Kids an Evergreen Audience for Watches
• Marketers Mount Wiser Teen and Tween Strategies
• Licensing Sometimes Blue Chip, Sometimes Risky
• Observations on Kid Population Trends
• Projected Sales
• The Marketers
• Types of Kids’ Watch Marketers
• Marketer Rankings
• Product Trends
• Big-Time Licenses
• Other Licenses
• Original Characters or Designs
• Extreme Sports Appeal
• Consumer Advertising Expenditures
• Consumer Advertising Positioning

Chapter 7 The Competitive Situation

• Competitive Profiles
• Bulova
• Gillette/Braun
• Infinity
• LVMH
• Panasonic
• Richemont
• Rolex
• Swatch
• Timex
• Westclox
• Marketers to Watch
• Fendi
• Ferragamo
• Jlo
• Michael Kors
• Yves St. Laurent

Chapter 8 Distribution and Retail

• Product Paths
• Margins
• Almost Infinite Total Assortment
• Top Retailers
• Tourneau
• Wal-Mart
• Target
• Kmart

Chapter 9 The Consumer

• The Watch Consumer
• Over 71 Million Watch Purchasers
• Numbers of Purchasers per Price Segment
• Demographic Profiles of Purchasers per Price Segment
• Numbers of Purchasers by Brand
• Demographic Profiles of Purchasers, by Brand
• The Clock Radio Consumer
• Over 9.9 Million Clock Radio Purchasers
• A Total of 116 Million Own Clock Radios
• Over 9.9 Million Bought Clock Radios in 2002
• Demographic Profile of Clock Radio Purchasers
• Demographic Profile of Clock Radio Owners
• Focus on the Sports Watch Consumer
• Focus on the Kid’s Watch Consumer

APPENDIX: ADDRESSES OF SELECTED MARKETERS