Chanel, Ulysse Nardin Stand Out in Watch-focused October Robb Report

October, 2013 – This article from Luxury Daily discusses the timepiece-focused ads in the October Robb Report and the other luxury ads surrounding them to attract prospects.  (http://www.luxurydaily.com/chanel-ulysse-nardin-stand-out-among-watch-focused-robb-report/)

By Jen King

Chanel, Ulysse Nardin and Blancpain advertisements cater to readers’ hobbies and interests in the October issue of Robb Report that features the publication’s updated timepiece mobile device application.

Robb Report’s 184-page issue features many timepiece ads that are balanced by menswear, travel and transportation brands. Publications with ads similar to featured content allow for a more coherent read.

“Some of the Robb Report’s readers may be among the group of affluent watch collectors, while others may just be in the market to acquire a new watch,” said Ron Kurtz, president of the American Affluence Research Center, Atlanta.

“These readers will likely find these ads to be interesting and relevant for them,” he said.

Mr. Kurtz is not affiliated with Robb Report, but agreed to comment as an industry expert.

Robb Report, which was unable to comment before press deadline, has a total monthly print circulation of 105,000.

On time
The issue opens with an ad for Chanel’s award winning La Montre Première timepiece.

Following is Hermès’ “A Sporting Life” campaign displaying its iconic scarves.

Ralph Lauren follows as the first menswear ad found in the publication.

The trend continues with ads for Ulysse Nardin, Ermenegildo Zegna, Blancpain and Coreneliani menswear.

Opposite the table of contents, readers will discover ads for Glenmorangie Scotch and Varenna home decor.

To support the cover story, Robb Report’s Culinary Masters Competition, Trump Hotel Central Park placed an ad for its property featuring chef Jean-Georges Vongerichten who has a restaurant within the hotel.

Similarly, The Grand Del Mar hotel also placed a small ad for its chef William Bradley, who is also involved with the cooking competition. Placing an ad that supports property chefs show unity within the hotel brand.

The issue also includes ads for Intrav Jets, NetJets, American Express’s Inspirato and hotel properties Four Seasons Lana’i in Hawaii, Ritz-Carlton Central Park and Four Seasons Bora Bora to reinforce its readership’s love for travel.

Robb Report advertises its free Watch Collector iPad app near the center of the issue. The app includes many brands that placed ads in the October issue such as Carl F. Burcherer and Patek Philippe.

Featured content includes a look at the 2014 Mercedes-Benz S550, the second annual Robb Report Culinary Masters Competition where five expert chefs select five future stars of the culinary world from a cooking contest and a tour of Benetti’s mega-yacht Ocean Paradise.

In focus
Robb Report commonly includes ads that reflect the hobbies and interests of its readers.

For example, watchmakers Breguet, Richard Mille and Blancpain honor their brands’ innovation in their advertisements and help set the tone for the 124-page innovation-themed issue of Robb Report.

Featuring timepiece ads alongside leisure ads is effective for brands wanting to establish a visual interpretation of the lifestyle associated with its products. The August issue tied this together further by featuring various aspects of luxury lifestyle in the publication’s feature story.

Additionally, Cartier, Louis Vuitton and Richard Mille led a long line of jewelry and timepiece advertisers that complemented the “Leaders in Luxury” theme in the 137-page July issue of Robb Report.

Creating simple advertisements to go alongside the primary articles is an effective way for luxury brands to signal their loyalty to the overarching definition of luxury. Shining the spotlight on 19 luxury visionaries transforms the issue into a museum in which pages collectively promote something larger than what each page promotes individually.

With the increased popularity of private jets, it is beneficial for Robb Report to include these in its ad space but it may not aid in selling luxury aircrafts.

“Ads for big-ticket items like luxury jets are not likely to prompt a purchase,” Mr. Kurtz said.

“Rather, such ads are useful in attracting inquiries from prospects and producing sales leads, conveying information helpful to making a purchase decision, contributing to the enhancement of a brand’s image and generally supporting awareness of the brand,” he said.

Big ticket ads are also ideal for attracting aspirational consumers who may read the publication.

“Consumers who are interested and able to purchase larger ticket items are more likely to want a customized or unique version and experience,” said Courtney Albert, management consultant for The Parker Avery Group, Atlanta.

“Robb Report’s demographics include this consumer profile but also includes a large group of aspirational consumers,” she said.

“This means that the luxury marketer has to walk a fine line of piquing the consumer’s interest without alienating him or her that the item is available and for the masses.”