Top Ten Luxury Brands In China’s Most Potential Seagull Watch ‘gold List Title’

On January 4th, according to the Voice of China ‘News Evening Peak’ report, some institutions recently released the ‘2012 China Luxury Report’, which selected the top ten luxury brands in China, Seagull Watch ‘ Gold List Title ‘.
   Seagull watch, in the early 80’s, was one of the ‘three big things’ for Chinese people to get married. This watch factory produced China’s first watch in 1955. However, like many old state-owned enterprises, the seagull watch, like its name ‘Seagull’, has long been out of sight, especially for luxury goods. So, how far is domestic luxury from real luxury?
   People’s attention to seagull watches comes from a capital storm. Recently, the chairman of Shanghai Jahwa Group, Ge Wenyao’s investment in seagull watches, has made ‘seagulls’ the focus of attention. The insistence on the Seagull investment plan even triggered a conflict between Ge Wenyao and the shareholder Ping An Group. Last week, Ge Wenyao sold 60,000 shares of Shanghai Jahwa to cash out on the secondary market in five strokes, which was interpreted by the outside world as a preparation for personal investment in seagull watches. So, what is the market situation of Seagull Watch as a domestic luxury stock? At present, it can be called a luxury seagull watch, the price can reach about 300,000 yuan, the most expensive one costs 1.68 million yuan. But this 1.68 million yuan watch sold two in three years. Ms. Xue, a long-time consumer of luxury goods, said that watches are indeed one of the most luxury goods consumed by Chinese people, but most people only buy Swiss watches.
   Ms. Xue: There are different age groups, but most of them are some well-known foreign brands, Montblanc, Longines, I think there is still a lack of trust in domestic luxury goods, or because domestic luxury goods are from a certain On the one hand, the sense of plagiarism is stronger.
   Seagull’s luxury watches are limited to professional watch collectors and players. In 2012, China became the world’s second largest luxury market after the United States. However, almost all of the high consumption of luxury goods by Chinese people has contributed to overseas brands, and few domestic luxury goods have attracted much attention. Zhao Ping, deputy director of the Consumer Economics Research Department of the Research Institute of the Ministry of Commerce, believes that the tangible value of Seagull watches is indeed very high, but the brand value of Seagull watches cannot be compared with the value of real luxury brands.
Zhao Ping: In its value composition of 1.68 million, the proportion of intangible value is very low, so we think that seagulls are close to luxury in appearance, such as high value and high quality, but they are far apart in terms of resemblance. Because first, it does not serve high-level people and elites. Second, it is not a high ratio, that is, the ratio between intangible value and tangible value is not very large. So when buying seagull products, people get more material satisfaction than psychological satisfaction.
   Seagull Watch independently developed the ‘Tourbillon Technology’ in 2002. Previously, this technology for high-end and complex mechanical watches had been monopolized by Swiss brands, and Seagull bypassed the patent barrier through unique technical processes, which shocked the industry. The reason why the seagull cannot be included in the luxury goods team is obviously not the technical aspect, but the brand value. Why are domestic luxury products far behind the real luxury in terms of brand value? Zhao Ping believes that luxury goods have their own rules in the formation of brand value.
   Zhao Ping: First, it must have a history. Generally, internationally-known luxury goods have a history of hundreds of years, at least three or fifty years. The second problem is cultural. China has a culture of 5,000 years, but what we lack is actually an idol culture. For luxury goods, it is sought after and considered by the elite to be very high-end, mainly because it is an idol. in use.
   Also marketing. In fact, in terms of marketing of many products in China, not only product packaging, including marketing concepts, market positioning, etc., but also more accumulation is needed to establish a close relationship between existing high-end goods and luxury goods. Only with history, culture, and marketing can we build luxury products to be built in the future so that it can form intangible value. On the basis of quality, we can build a higher intangible value to truly form our own luxury brand.

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Long Live Freedom, Support More ‘democracy’ Clock Certification

In 1886, more than a century ago, the Geneva Seal (Poinçon de Genève) was passed down with the creation of the Geneva Law. This ‘eagle and spoon’ shield badge was originally a superb technique and clock Proof of quality later became an effective anti-counterfeiting mark.
Seal of Geneva (Poinçon de Genève)

   Contrôle Officiel Suisse des Chronomètres (known as the COSC Swiss Official Observatory Testing Agency) was developed in 1973 to issue certificates for watches that meet its accuracy standards. For a long time, the Seal of Geneva and the Swiss Official Observatory’s certification have set strict standards for Swiss watchmaking and have also become a reliable symbol of high-quality timepieces. However, some recent facts show that there is still much room for improvement in quality inspection forms and standards.
COSC Swiss Official Observatory Testing Agency Certification

   Qualité Fleurier was founded 10 years ago and is derived from Chopard’s co-presidents Karl-Friedrich Scheufele and Michel Parmigiani. Parmigiani was named after the highly acclaimed watchmaker), and Pascal Raffy, the boss behind the show, joined them. This is the most stringent and difficult quality certification in the industry. The watch movements involved in this extreme challenge need to be 100% made in Switzerland. Today, only 3,000 watches have passed certification tests.
Headquarters of Fleurier Quality Certification Agency in Fleurier City Hall

   As if this was not enough, Omega brought Master Co-Axial Officially Certified to the team last year. This is a new certification standard launched by Omega in cooperation with the Swiss Federal Institute for Metrology, which contains strict requirements for the magnetic resistance of the movement.
Omega and Swiss Federal Institute of Metrology launch new watch certification

   For outsiders, the plethora of testing and certification standards is deeply confusing. But in fact, it’s not. According to Franco Cologni, who heads the Fondation de la Haute Horlogerie Cultural Council, two things can be determined. One is historical. Various initiatives over the past few decades have shown that the certification standards will be further improved, which can be seen in the latest certification rules introduced by the Poinçon de Genève. Of course, different certification systems can take different approaches. No matter which route you choose to climb Everest, the purpose is to ensure the excellent quality of the watch.
   The second is openness. In these certification organizations, independent watchmakers are responsible for testing the certification process to ensure fairness and impartiality, and this is essential, otherwise consumers’ trust will be lost. In view of this, it is inevitable to mention the Patek Philippe Seal again. This is not to say that we are skeptical of the superior quality of the brand’s timepieces, but neutral certifications provided by independent organizations rather than the brand itself are not better. After all, other more open and democratic certification systems are enough to seduce any watchmaking brand. Patek Philippe is keen to self-evaluate with an exclusive attitude, but also closed the door to dialogue with the industry.