Positioning Strategy and Global Campaign Ad Testing of a Luxury Watch Brand

Luxury Watch Brand Brand Positioning Check and Ad Evaluation (Global Campaign)​

A global luxury watch brand sought to doublecheck its positioning and to understand how a new advertising campaign would resonate with its Japanese target consumers so they could move forward with creative execution.

Our Work


  • Conducted 24 1.5-hr in-depth interviews (in two separate time periods, to allow for improvements and adaptations in between) with male and female target consumers (aged in their 30s and 40s) and representing both brand owners and considerers regarding:
  • Luxury watch images/ preferences, needs and purchase decision making factors
  • Shopping behaviors and preferences
  • Purchase interest
  • Advertising evaluation
  • Proposed celebrities/ spokespersons

The Outcome

Explored and confirmed positioning strategy, while also obtaining valuable inputs as to how to modify selected ads and celebrities that were out of sync with Japanese core target expectations and aspirations

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