Jewelry Customization Is Returning And The Trend Is Good.

Switzerland's watch industry has been in the doldrums of 2015, and its Swiss watch exports haven't improved since 2016, after 5 consecutive months of decline. Under such circumstances, some brands, including Swiss watches and high-end jewellery, are reducing their product lines. Many brands are doing the opposite, stimulating the market by releasing new products, high-end customization, and promoting product culture, and expanding market potential as much as possible.

In 2015, Switzerland The clock industry is gloomy, but this year it is still not improving. "Asian tourists visas, terrorist attacks and other factors, as well as the British" off Europe "referendum and the Swiss currency continues to appreciate and other factors, are restricting the sale and export of Swiss watches. According to the industry, exports of Swiss watches fell for the 5 month in a row. According to the latest data released by the Swiss watch Federation, exports of Swiss watches in May fell by 9.7% to 1 billion 600 million Swiss francs compared to the same level in 2012.

"Some styles of products are now out of production, but the classic style. Wrist watch They are all on sale. " Reporters learned from the sales staff of Audemars Pigeut brand counters that their brands not only cut their own product lines, but also cut down some of the retail networks. However, a lot of Brand Company have gone against it. For example, Cartire, which is used to launching new products every year, has released 83 new products this year, and said it will stimulate the market.

Reporters learned from 2015 China Luxury goods The scale of the market was 113 billion yuan, down 2% from the same period last year. The main category was watches and men's wear. The first quarter of 2016, which was released on relevant websites, showed that the industries including luxury brands and jewelry brands continued to grow slowly.

"If we want to seize the inner spirit of consumers, we need to communicate with consumers deeply, and it is particularly important to promote product culture." Reporters at the Van Cleef & Arpels brand exhibition at Delhi Plaza learned that high-end jewelry brands are a combination of business and art, not a functional embodiment. Every jewelry product reflects the true portrayal of the social era at that time. "The new jewellery series follows the brand's Pearl elements since the end of 1930s, changing the inherent ideas of Van Cleef & Arpels's romantic and aestheticism of consumers in the past, explaining the poetry, culture, refinement and elegance in another way in the collision with abstractions."

Besides Swiss watches, the market for high-end jewellery is also rather cold. According to Tiffany's first quarter 2016 earnings report, its same store sales in the world fell by 9% on average, down six consecutive quarters. Other high-end jewelry brands also perform well.

"Jewelry industry does not exist in the cold winter. Moreover, the taste of Chinese consumers is getting better and better. In addition to the elite, young consumers have a high level of awareness and understanding of brands. Jewelry brands still have great market potential to develop. According to industry sources, especially in recent years, jewelry customization is returning, and the trend is good. Reporters learned from Van Cleef & Arpels counters that this year's new Bouton d 'or jewellery series, which is inextricably linked to advanced customization, will be incorporated into the new series in the late 1930s.