New Zealand Marketing magazine

Peter Buckleigh

Originally published in NZ Marketing March-April 2010, page 5

Griffiths McKay & Buckleigh is New Zealand’s premier distributor of watches and accessories. And Peter Buckleigh, the owner and director, has plenty of time on his hands: he’s responsible for the brands Tissot, Maurice Lacroix, Certina, Timex, Obaku, Astina, Renata batteries and Rochet Jewellery for men.

Q When the main function of a watch has basically been rendered obsolete, why are people still buying them?

The purchase of a watch has evolved so it is no longer merely a means to tell the time but an accessory that reflects the individual style and character of its wearer. A watch can also be a good investment, as many exclusive Swiss brands will appreciate in value over the years, particularly with soaring gold prices. Each customer has different reasons for buying a specific watch, whether it’s to maintain a specific pace throughout an Ironman event, inform them of changing weather conditions while mountaineering, or just be an understated reflection of their wealth and success. Of course, watches also remain popular as gifts, heirlooms and long-service awards within corporations.

Q What are the most successful channels to market high-end watches in New Zealand?

Advertising in glossy magazines that are aimed at the correct target market and have a proven readership remains an important ingredient in the marketing mix. It is, however, important to support this with good PR programmes, promotions, after-sales service and effective merchandising at point of sale. Sponsorship is also important for some of our brands. There is an obvious link between watches and sports involving precision timing, such as motor-racing or triathlon events.And by being associated with them, watch brands increase their exposure and create an emotional bond with the audience. Tissot has a number of high-profile international sport ambassadors and, on a local level, it sponsors a variety of Kiwi drivers and series in the motor-racing industry. We’re very proud that Tissot sponsors Earl Bamber, who won the New Zealand Grand Prix on 14 February.

Timex is also an official sponsor of a range of sporting events, like the Taupo Ironman and Shaun Quincey’s solo cross-Tasman rowing expedition.

Q What kind of emotions do you try to tap into with your marketing?

The purchase of a watch is emotional one, as it is an outward expression of what our interests and passions are. In the watch industry we appeal to people’s need for quality and innovation, as well as their desire to own a timepiece that is functional, good to look at and suitable for their individual lifestyles. We often try to tap into what customers are interested in, such as a specific sport, by creating a watch that can be an extension of that interest. In many cases, especially with the Swiss brands, the unique features of these watches and the incredible craftsmanship behind them become aspirational to people who appreciate their value and see them as a status symbol.

Q As the recession pushed consumers away from luxury goods, how did sales of high-end watches fare?

Internationally, overall sales in top-end Swiss watches did decline. But exclusive watch and jewellery retailers in Auckland’s Queen Street reported excellent sales in luxury watches over the past two years. Figures from Statistics New Zealand show there was actually a ten percent increase in total Swiss watch imports over the 12-month period ending July 09. Value evidence also shows an increase in landed cost per Swiss unit, which suggests the move towards high-value, status branded products has been maintained in New Zealand.