Richard Mille - A racing machine on the wrist

Extract

[...] 7 VERSION ALTERNATIVE I'd recommend the use of very specific but very high-level social media. In fact, the watches are valuated especially given the non-material benefits of its consumption. Using it on a open (and free) social media would be a risk as the image of the brand could be associated with a series of non-qualitative images or adds next to it. In order to make the company benefit from the Velben effect, I'd use only limited social media, which could benefit to the image of the brand and would ensure the adds are only seen by people that can afford those watches. [...]

[...] We notice completely that the objective of Richard Mille is that the customer is the closest possible of the watch. More the numerous laudatory notices of the users of the social networks and the numerous photos / videos and the description of watches confirm the state emotional which tries to cause(provoke) the mark(brand) as well as the technical knowledge for which Cartier tries to promote (photos / videos) 9 What do the social media users say about the brand, does it correspond to what you highlighted in Q1 & Q2? [...]

[...] Every piece and part is unique, the work is executed by hand, five centimeters from the eye of the watchmaker. Although the parts for Richard Mille watches are made with the aid of the most modern and sophisticated machines that exist, with an accuracy of microns, this is only the first step of hundreds that are ultimately and completely reliant on the interaction of human hands, eyes and experience for the achievement of true perfection. 3 Quality control Each Richard Mille timepiece is subjected to stringent quality controls. [...]

[...] 4 Which emotional reactions do they try to generate in the web user on their website? Richard Mille through his website seeks that the consumer becomes curious, interested and captivated by the brand, indeed this site wants to provoke in him the attraction or even dependence for Richard Mille by insisting that the watch is one of a kind and was created specifically for each internet user.The consumer will feel concerned by the creation of the watch and identify with it.Therefore ,the website will allow the proximity of the consumer with the product. [...]

[...] The extreme watchmaking and the quality of the control are also demonstrated thanks to the numerous photos of the tools used to make the watch, we can also notice a detailed plan of the factory. àTherefore the consumer will feel concerned by the creation of the watch and identify with it. Underline the product indeed, we discover the detailed photographs of each component (carbon, carbon nanotube, ceraminic, white ceramic) of the watch which allow to differentiate it and to prove that it is unique. The company RICHARD MILLE. [...]