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So why has jewellery been more proactive than watches?

37.5% of the jewellery brands monitored, orgnised special promotions before Christmas and only 11% in watch sector had seasonal activities. Jewellery being female oriented is more easily linked to the romance of Christmas in the Chinese consumers’ minds; also the use of beautiful images of Christmas are more likely to stimulate female purchases. When compared to watches, jewellery can be less expensive and is seen as more suitable for seasonal gift giving, in particular, rings, necklaces and other gifts usually given between lovers.

Watches are seen as more business orientated to the Chinese, and with the watch price often being higher, Chinese buyers usually evaluate their purchases a great deal and compare products before they purchase…
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