Bulova
Founded in 1875, Bulova sells distinctive watches, clocks and times pieces primarily through department and jewelry stores, mostly in North America.
In highly competitive luxury categories, financial success hinges on breaking your brand out of the crowd. Relative to its premium-tier watch competitors, the Bulova brand remained fairly undifferentiated and as a result sales stayed flat.
The company had concentrated its limited marketing budget on promoting new features and gadgetry, yet increasingly questioned the effectiveness and ROI of this approach. Marketers at the firm turned to Copernicus for assistance in building a new brand strategy that would focus marketing and innovation efforts in a more profitable direction.
Insight
Working with Copernicus, Bulova identified “Formal & Flashy” male and “Stylish Standouts” female target segments. Driven less by technical specifications and claims, the high-value consumers wanted to “make a statement” with their watches and were highly influenced by “bold” styling.
With these target segments in mind, we developed a powerful “Brand Beacon” to outline the key components of a new brand strategy.
Strategy
Bulova redesigned its portfolio, focusing on more contemporary, bold designs and styles. It launched an advertising campaign with the tagline “designed to be noticed” and it introduced The Precisionist, a head-turning new sub-line.
Growth
Bulova has gained +4 share points in its tier of the watch category–one where market share typically does not move at all–and it now has a compelling, ownable platform for future growth and innovation.