Breguet Tops Luxury Watch Survey, Rolex Found Most Popular

With a score of 8.3 out of 10, Breguet was rated first of 27 luxury watch brands for the upper-class US shoppers, said the 2012 Luxury Brand Status Index (LBSI) survey conducted by the Luxury Institute.

The New York-based institute said Breguet achieved the top rank for its product design, customer service and brand reputation—the focal areas where LBSI scores were based. Breguet, part of the watch industry since 1775, was esteemed as a brand “purchased by people I admire and respect.”

Also, 75 percent landed Breguet as the first brand choice when said individuals purchase their next luxury watch.

Next to Breguet is another Swiss brand, Patek Philippe (8.05), followed by Paris-based Boucheron (7.99). Ranking at a close 7.96, Rolex came fourth but was found to be the best-known luxury watch brand, garnering popularity from 52 percent of the wealthy shoppers who earn a minimum of $200,000 a year with a net worth of $5 million.

Sales from last year speak a different story. Rolex was the most purchased by pentamillionaires (9 percent), then Patek Philippe (4 percent), followed by Boucheron and Breguet (2 percent each).

The survey participants reported an average annual income of $682,000 and an average net worth of $14.6 million.

“Fine materials and workmanship are absolutely essential for luxury watchmakers, but those at the top of the rankings differentiate themselves with excellent service and a superior customer experience,” Luxury Institute CEO Milton Pedraza said. “Consistent execution on all of these criteria builds brand value.”

Source: Luxury Institute

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