Hub lot ' s marketing strategy for young people
In a recent interview , Ro ick Bie ber , general manager of the leading Swiss lux ury watch brand , Hub lot Gre ater China , spoke about the company ' s unique approach to the youth market . According to Bie ber , traditional lux ury values are not enough to attra ct the young er generation of today , and it is essential to have a deep understanding of the culture of the digital nati ves .
" To build a genu ine connection with Gen Z and millenni als , we need to be familiar with the digital enter tainment , especially the gaming culture , that they come into contact with on a daily basis , " Bie ber emph asi zes . This thinking is also refle cted in the collabor ation with the es ports field , which Hub lot has been activ ely developing in recent years , and in the development of limited - ed ition models that incorpor ate a gaming element .
New " Big Bang " Un ve iling Event H eld in Shanghai
The other day , Hub lot held a launch event for the new limited ed ition " Big Bang " in Shanghai . The event was designed to be an immer sive experience that emb odies the fusion of gaming culture and lux ury wat ches , rather than just a new product launch . A VR gaming experience zone was set up at the venue , where at tende es could enjoy special game content them ed around Hub lot wat ches .
Mr . Bie ber desc ribes the event as " w illing to go beyond the bo unds of traditional watch ex hib itions and create a space that res emb les a ' play ground ' where the young er generation comes together with nature . " In fact , the event was att ended by many young colle ctors and game ent h usias ts , and it also gener ated a huge response on social media .
The fusion of gaming culture and lux ury brand s
The background to Hub lot ' s success in the youth market is that it is em bra cing gaming culture as part of its brand identity , not just as a marketing tool . For example , the design of the limited ed ition model incorpor ates elements of game chara cters , add ing a game - like inter activ ity to the watch ' s function itself .
Mr . Bie ber said , " Mod ern lux ury must offer not only the joy of ow ning , but also the joy of experi encing . " For the gaming generation , the watch is not just a watch device , it is a means of self - ex pression and a tool for social connection , " he said , speaking about the brand ' s transform ation .
Future Outlook and Market Strateg y
Hub lot will continue to strengthen its efforts to target the youth market . Spe cific ally , the company is consider ing collabor ations with more game development studi os , virtual c lock ex hib its in the meta verse space , and the dep lo yment of digital colle cti ble items that lever age blockchain technology .
Finally , Mr . Bie ber said , " It is Hub lot ' s philos ophy to always purs ue innovation , while preser ving tradition . The mer ger with gaming culture is an important step to evol ve our brand into the next 100 years , " he said , concl uding the interview .