GENEVA, April 3 /PRNewswire/ --

-- The 4th edition confirms the strong consumer interest in luxury watch products. -- Interest in counterfeit products falls 27%. -- The Internet plays a key role in luxury watch pre-purchasing activities.

This annual market study, prepared by IC-Agency, focuses on the 5 top luxury watch export markets. It deciphers queries entered into search engines throughout the Internet from millions of prospects for 12 luxury watch brands.

The following are the main trends highlighted in the 2008 report.

In Europe (France, Germany, Italy, United Kingdom)

-- The European market is maturing, as France and Germany catch up to the United Kingdom. -- For Omega, its share of searches coming from the United Kingdom fell sharply (-20%), due in part to Italy's strong growth (+15%). -- Most searched model: For the first time, Omega's Seamaster surpasses Rolex's Daytona and Datejust. -- Rolex however, has 8 models in the top 20, while Omega has only 3. -- Ebel soars in Germany (+17%): For this Movado group brand, over 3 in 5 searches come from this country. -- Longines compensates its decrease in Italy (-14%) by increases in France (+8%) and Germany (+6%).

In the United States

-- Omega gains a 5% share, while Rolex and Tag Heuer shed 4% and 3%, respectively. -- Rolex remains the uncontested leader in the "Men's /Sport" category, taking almost 1 out of every 2 searches.


For the first time in 4 years, search volume for counterfeit products has decreased (-27%). This phenomenon is even more striking in the United States, registering a decrease of 52%. In Europe, only Italy registers an increase (+20%).

"Demand for counterfeit products evolves as markets mature on the Internet. As Internet penetration rises, so does the share of searches relating to pre-purchasing activities for authentic products," explains Flavio Quaranta, Associate Partner at IC-Agency.

80% of searches for counterfeit products are aimed at finding a fake Rolex. Still, this number has somewhat receded over the past year.

"For brands, the real challenge is to understand the behavior of consumers who are now more connected than ever -- not only through computers, but also through mobile devices such as the iPhone. Bringing clients to an official site is no longer enough. A comforting user experience must be created to entice purchases from over informed consumers," indicates David Sadigh, Associate Partner at IC-Agency.

The entire market study can be ordered at, or from IC-Agency.

About the WorldWatchReport

Published in partnership with Europa Star (, this IC-Agency authored study analyzes the demand for 12 luxury watch brands: Breitling, Bulgari, Cartier, Chopard, Ebel, Girard-Perregaux, Jaeger-LeCoultre, Longines, Omega, Patek Philippe, Rolex, and Tag Heuer.

About IC-Agency

IC-Agency is an online marketing consulting firm based in Europe and North America. Since 2000, we have developed a unique know-how that allows us to assist companies wishing to take advantage of the Internet medium.

Among IC-Agency's luxury goods clients are brands from groups such as Richemont, LVMH, PPR and Swatch, in addition to numerous independent brands.

IC-Agency also accompanied the launch and promotion of the first e-commerce site for a Swiss watch brand, BEDAT & Co., whose virtual boutique can be accessed here


Europe David Sadigh, Associate Partner Tel: +41-79-615-30-30 E-mail: North America Flavio Quaranta, Associate Partner Tel: +1-506-546-8097 E-mail: Web site:

Europe, David Sadigh, Associate Partner, +41-79-615-30-30,; or North America, Flavio Quaranta, Associate Partner, +1-506-546-8097,, both of IC-Agency