LVMH group

The French LVMH Group, which owns CD perfume and Louis Vuitton leather goods, is the number one luxury goods group in the world today. Last year, LVMH Group immediately became the fourth largest watch manufacturer in the world after acquiring three Swiss watch brands: Yubao, Luxury and Znitt. From then on, this French "heavyweight" enterprise will jointly control 80% of the world's luxury watch production with the three Swiss army groups-Swatch, Rolex and Vendome. LVMH Group, which has just joined the watch production ranks, has occupied 65,438+00% of the luxury watch production.

In order to achieve the goal of "knowing ourselves and knowing ourselves", LVMH Group even hired Sofisti, the former president of Omega Watch Factory, one of the core leaders of Swatch Group, to help the Group formulate strategies to make the three brands of Yubao, Luxury and Zinite shine again. For the three major Swiss brands, with the change of ownership, the era of silent cultivation has come to an end: the newly established watch and jewelry department of LVMH Group has begun to take a series of positive measures-focusing on production, increasing advertising, and expanding sales through LVMH Group's global sales network and Internet.

In the past ten years, Vendome and LVMH, two world-renowned luxury goods groups, have successively entered the Swiss watch industry, and quickly gained the strength to compete with the "old overlord" of the watch industry, which fully shows a major trend in the development of the Swiss watch industry, that is, the high-end watch industry is gradually infiltrating with the luxury goods production industry. Indeed, in the colorful world created by luxury goods groups through fashion, jewelry and perfume, how can we lack the important accessory of Swiss watches? What kind of products can better embody the concept of "artistic life" of luxury goods group than classic expensive Swiss watches? Moreover, compared with other industries, luxury goods groups have a natural advantage in entering the watch industry, that is, luxury goods groups already have a strong sales network, which saves a lot of costs of establishing separate watch sales outlets.

At the same time, the Swiss watch industry is also preparing to reverse penetrate the luxury goods industry. Swatch Group announced that the next step will be to enter the jewelry field, open a shop on the Champs Elysé es in Paris, and live next to the stores of major French luxury brands (especially the new competitor LVMH Group) to establish its own luxury brand image. In the process of mutual penetration between the two industries, high-end watches and luxury watch brands are of course the main competitors. At present, the world ranking order of high-end watch sales is Rolex, Vendome, Swatch and LVMH for the time being.

After the previous mergers and acquisitions, the situation of "separatist regime" of the four major groups has basically taken shape. Rolex, Swatch and Wandom account for four-fifths of Swiss watch exports. However, industry experts agree that the reorganization wave of Swiss watch industry is far from over. More Swiss brands will change hands in the future, and people are waiting for new acquisitions. However, most Swiss watch companies have not entered the stock market, which brings some difficulties to mergers and acquisitions: the evaluation of the brand's own value, the prediction of market development and the judgment of the development trend of the whole industry may all affect the investment and acquisition behavior of enterprises.

Vendome Group

Wendom Luxury Group is a subsidiary of Richemont Group, the ninth largest enterprise in Switzerland, which owns a series of world luxury brands such as Cartier, Alfred Dunhill, Montblanc and Lancer.

Since 1988, Vendome Group has successively acquired three major luxury watch brands in Switzerland: Celebrity, Earl and Vacheron Constantin, and expanded Cartier's production field from jewelry to luxury jewelry watches, thus becoming one of the three major watch manufacturers in the world, with annual sales of watches reaching 65.438+05 billion Swiss francs.

Rolex group

With a history of nearly 100 years, Rolex Group is currently the second largest watch company in Switzerland, with annual sales exceeding 2 billion Swiss francs and 3,700 employees in Switzerland. The composition of the group is very "elite"-only Rolex watches and their brother Tudor watches are produced, which has been the best seller in the world for many years. These two famous brands make Rolex Group the largest luxury watch manufacturer in Switzerland. Every year, half of the total gold used for production in Switzerland is used for finished watches of Rolex Group.

For those enterprises that want to maintain the status quo of the watch industry, Rolex is undoubtedly the "mainstay" to resist the wave of merger: Rolex Group, which has no intention of annexing and expanding, represents the view that a large number of enterprises resolutely maintain tradition and independence.

However, in addition to maintaining an independent will, practical efforts are also essential. Facing the new competitive situation, Rolex Group has begun to make greater efforts in marketing, especially increasing the advertising investment for its second brand Tudor watch, and recently invited golf star Tiger Woods as its image representative.

Sample group

The birth of Swatch Group played a prelude to the merger wave of Swiss watch industry: Swatch Group was formed by the merger of former Swiss watch industry company (ASUAG) and Swiss watch company (SSIH) in 1983, and changed its name in 1998, becoming the largest watch industry group in the world today.

It owns watch brands such as Blanc Paai, Omega, Radar, Longines, Tissot, Calvin Klein, Chevrolet, Mido, hamill Tong, Pibaman and Swatch. At the same time, it has its own assembly system manufacturer Lasag, watch movement manufacturer ETA, button cell factory Renata and many other supporting production enterprises.

1999, the total sales of swatch group reached 3.626 billion Swiss francs, an increase of10.9% over 1999; The profit was 44 1 100 million Swiss francs, an increase of 23.5% over 1998. In the first quarter of this year, the group's performance continued to rise, with a turnover ratio of1the first quarter of 1999 increasing by 20%.