Americans love individuality, Chinese prefer status. Julien Tornare has been leading the American market for 6 years, so he has a relatively clear understanding of this market. Although he has only been in the Chinese market for half a year, he is obviously not unfamiliar with it. He can already summarize the differences between the two markets: "This may be due to the different traditions of the two nations."
Firstly, people from the two markets show completely different interest in the cultural heritage behind the watch brands. Americans are not particularly interested in this aspect: "Many people do not want to further discuss and understand the things behind the product. They buy products based on their own needs." In contrast, Chinese people are completely opposite. Julien Tornare believes this is related to the long history of the Chinese nation. "Chinese consumers are very willing to understand the true essence and cultural significance behind a brand through a watch."
Secondly, the preferences for types of watches differ between the two countries. Americans tend to like things that emphasize individuality, so they prefer large dials, chronograph functions, and sporty styles, with less emphasis on materials, such as pink rose gold or rare metals. They are not particular about these aspects; whereas Chinese people prefer simple and traditional designs, especially small round ones, and are more inclined towards precious metals which can represent nobility or one's status.
"In the past few months in the Chinese market, I have also seen many Chinese consumers who may currently not be the actual target group for Vacheron Constantin or other high-end watch brands, for example, those whose purchasing power is not yet sufficient. However, their interest and affection for high-end watches still exist. They are willing to spend time and effort accumulating wealth, looking forward to the day when they can purchase high-end watch brand products. Once they own one, the watch is not just an accessory to them but also a symbol of status."
What kind of watches do Chinese people like to wear? What watch brands do Chinese people prefer?
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