Oris’ strategy to attract millennials!

Founded in 1904 in Hölstein, Switzerland, Oris could be seen as a traditional watch brand rooted in values ​​from the past and an ancestral way of operating. Fault. If the house does worship its historical roots, its status as an independent manufacturer allows it to move forward as it wishes, even leaving each country a share of freedom to cultivate its specificities and adapt its strategy to the global line.

Not without Vincent Coquet, sales and marketing director for France. How? ‘Or’ What ? By opening an exclusive store in Paris while developing e-commerce; by taking care of its communication on social networks and, above all, by favoring products adapted to the national market, that is to say Oris watches with meaning, durable, at the right price.

While the brand has now forged its reputation, the challenge now is to assert its positioning, by expressing itself in its own way. Because for Vincent Coquet, it is a certainty, the French customers, millennials or not, like that one speaks to them not only “differently”, but especially “naturally”.

7 questions to Vincent Coquet, sales and marketing director for Oris watches in France:

The Good Life : Who is Oris’ main target?
Vincent Coquet: It is in the 25-45 age group that Oris finds most of its customers, rather urban, hedonistic and attentive to what they consume. When we look at the wrists of thirtysomethings, many are naked. So we have to conquer them.

DATE : So this is a strategy to conquer millennials?
V. C. : Attracting generation Y at all costs, that is to say people born between the early 80s and the end of the 90s, is not necessarily an objective in itself: the brand’s desire is more generally to rejuvenate its target. In France, we have been able to act as pioneers in this field for more than three years.

DATE : How do you personalize your customer relationship?
V. C. : We are attached to the notion of experience, that is to say to the quality of the moment devoted to the purchase of a watch. This is why our shop is not located rue Saint-Honoré or rue de la Paix, in Paris, but 71, rue d’Argout, near rue Montorgueil, in the 2nd arrondissement, in the heart of a very lively environment. that looks like us. We wanted “something” to happen with us regardless of the watchmaking aspect, to feel good there, a bit like at home. So the first thing you see when you open the door is a magnificent chrome coffee machine worthy of a Parisian bistro.

DATE : What can you tell us about your customers and the store?
V. C. : 80% of our visitors come as a couple, because obviously men looking for a first watch find it difficult to decide on their own. On the other hand, connoisseurs do not need anyone to make their choice. Coming to our store has the advantage of being able to discover the entire collection, to judge the quality and authenticity firsthand. Likewise, learning that the new “manufacture” caliber 400 benefits from a ten-year warranty is reassuring.

DATE : What is the most requested Oris watch in France?
V. C. : The answer will not be the same if we are talking about our store or e-commerce. The Big Crown Pointer Date is our flagship model in store. On the Internet, it is rather our diving collection Aquis which is popular. In addition, our pieces offered in limited editions are selling very well via our e-shop set up at the end of 2019.

One third of Oris watches sold online

DATE : Can you tell us the percentage of online sales?
V. C. : About a third for the year 2020. While the health crisis has certainly favored e-commerce, we are relying heavily on social selling and social shopping, while ensuring our digital performance. But I hope that in-store distribution will always remain in the majority, because contact with customers makes it possible to remain attentive, to feel the expectations.

DATE : How do you communicate?
V. C. : We wish to express ourselves in affinity media with a young team, to use all social networks with emphasis on French content, to remind people of the importance of our environmental commitment, to give voice to friends of the house and well-chosen ambassadors.

DATE : The period is complicated to say the least… How do you see the future?
V. C. : Despite the complexity of 2020, I was happy to see that sales in our store hit their targets. With the release of our Date waters Caliber 400, of the’The waters waterproof to 1000 m and Sixty-Five Cotton Candy, mixed products par excellence, 2021 has started well.