DISCLAIMER: This is an archived presentation. Please visit http://www.slideshare.net/Digital-Luxury to access DLG official SlideShare account. WorldWatchReport 2009 - Luxury Watches on the Internet - an Exclusive Study. Our report will give you a precise overview on a hard to define market, helping you to: • Protect your brand and reputation, • Encourage sales by directing more prospects to your authorized retailers, • Get key performance indicators to measure communication effectiveness, • Optimize your distribution according to the effective demand. In the press : Bloomberg, Fondation de Haute Horlogerie, Financial Times, CNBC Europe, Google, etc.

1. EXTRACTS EXTRACTS Preview

3. The WorldWatchReport in a nutshell The WorldWatchReport (WWR) provides the luxury watch industry with exclusive analysis regarding its brands and models. The WWR is based on over 300 million search queries entered into search engines. Ex: Once collected, this data is analyzed and categorized into 9 intentions (ex: brands, models, replicas, etc.) with the help of exclusive IC-Agency technology.

4. In the Press

6. Brands and Categories 7 KEY EXPORT MARKETS 25 TOP LUXURY WATCH BRANDS Haute Horlogerie: Audemars Piguet, Blancpain, Breguet, Franck Muller, Girard-Perregaux, IWC, Jaeger-LeCoultre, Patek Philippe, Vacheron Constantin, Zenith Women’s / Jewelry: Bulgari, Cartier, Chopard, Piaget Prestige: Breitling, Hublot, Omega, Rolex, TAG Heuer High Range: Baume & Mercier, Ebel, Longines, Montblanc, Raymond Weil, Rado

7. Methodology COLLECTING DATA Search Queries Entered into search engines, the search queries collected in the WorldWatchReport encompass a large semantic field related to the brands and include synonyms, plurals and misspells. Languages A part of these search queries is in English whereas the other part is translated into each key market language : simplified Chinese, Japanese, English, German, French and Italian. Search Engines Based on Google, Yahoo! and MSN, the WorldWatchReport covers more than 90% of overall Internet searches in Japan, U.S.A, U.K, Germany, France and Italy. In China only, these majors search engines have a penetration rate of 25%. (Comscore, January 2009) Data Collection and Analysis Public and professional tools are used to automate search volumes collection, thanks to IC-Agency’s strong partnerships with search engines. Once collected, this data is filtered analyzed and translated into 9 intentions (brands, models, replicas, etc.) with the help of exclusive IC-Agency technology. Harmonization As multi-products brands, such as Cartier, Chopard or Bulgari, generate significantly more search volume than watch-only brands, data is harmonized to identify watch-only demand and excluding demand for other products (for ex. Jewelry, mobile phones, etc.). Similar corrections have been made for brands whose names could be mingled with other products, such as Montblanc and Omega.

8. Methodology TRANSLATING SEARCH QUERIES INTO CONSUMER INTENTIONS For each brand, data collected is automatically translated into search intentions: Example of search queries Translated search Intentions « piaget » Brand « ballon bleu cartier » Model « fake rolex » Replica « chopard retailer » Distribution « breguet bracelet » Accessory « blancpain second hand » Preowned « raymond weil price » Price « hublot replacement » Repair « breitling homepage » Others

11. Global Internet Penetration

13. Global Geographic Search Origin

17. Global Brands Market Shares for « Haute Horlogerie »

18. Global Brands Market Shares for « Prestige »

19. Global Brands Market Shares for « Women’s / Jewelry »

20. Global Brands Market Shares for « High Range »

24. About IC-Agency: luxury digital marketing Created in 2000, IC-Agency is a leader in luxury digital marketing. Based in Europe (Switzerland) and in North America (Canada), IC-Agency provides its clients with services such as analysis, promotion, optimization and protection for their brands, products and services. Among IC-Agency's clients are many independent luxury brands, as well as brands belonging to groups such as Swatch, Richemont, LVMH, and PPR/Gucci. The company was recently awarded the Strategis/HEC Lausanne prize for its excellence in Management. Contact www.worldwatchreport.com [email_address] IC-Agency (Geneva) 7 Ave Krieg CH-1208 Geneva + 41 22 702 07 60 http://www.ic-agency.com