Internet drives demand for counterfeit watches

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Internet drives demand for counterfeit watches

March 26, 2009

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Basel--The United States is experiencing increased Internet demand for counterfeit watches, according to a report released here by IC-Agency, a digital luxury marketing company.

WorldWatchReport 2009, whose fifth edition was published this year in partnership with National Jeweler's sister magazine Europa Star, deciphers queries entered into search engines throughout the Internet for 25 luxury watch brands.

According to the study, Internet demand for counterfeit goods is growing at a 6-percent annual pace in the United States, the largest market for these products, accounting for more than two-thirds of global demand. Counterfeit Rolexes are in greatest demand.

According to the study, 94 percent of online searches are for authentic products. Europe represents the major market for online watch searching, accounting for 44 percent of all searches (United Kingdom 15 percent; Germany 12 percent; Italy 10 percent; France 8 percent).

The United States accounts for 43 percent of the market. Asia represents a relatively weak 13 percent.

Among brands, two Omega models, the Seamaster and Speedmaster, attract the greatest search interest, having overtaken Rolex's Daytona. TAG Heuer's Link (10th place), Rolex's Date (16th place) and Omega's Planet Ocean (20th place) all entered the top 20 ranking for the first time.

Another finding of the study is that social media platforms such as Facebook and YouTube are becoming important destinations for luxury watch brands. Video posted by fans on YouTube now account for 38 percent of brand visibility, and brands are increasingly creating Facebook fan pages to increase their exposure.

Cartier currently dominates watch interest on social media platform, boasting 30,000 fans, followed by TAG Heuer (18,500), Rolex (17,500), Bulgari (14,300) and Breitling (13,600).

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