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1 Consumer Awareness Survey on Watches 2014 (Summary of Survey Results)

2 Contents Summary Outline Brand of watch you want 33 Summary Outline 4 Reason for preferring specific brand 36 Research before purchasing a watch 37 Review Kind of research done in advance 38 Review: 1 6 Media which are influential in purchasing a watch 39 Review: 2 7 Magazine subscription ranking 41 Review: 3 8 Magazine which motivates to buy a watch 42 Review: 4 9 Purchase price of watch owned by region 44 Price range of watch you want to buy by region 45 Screening survey Brand of watch owned by region 46 Screening survey (extracting survey subjects) 11 Brand of watch you want by region 47 Purchase of watch in Survey Results 1: Subjects Profile Brand of watch you purchased in Subjects Profile (basic attributes) Place where you bought a watch in Sex and age distribution Geographical distribution 13 Timing of purchasing a watch in Occupational distribution Marital status Family structure Reasons for preferring specific brand in Household annual income 14 Purchase price of a watch purchased in Allowance 15 What to spend allowance on 16 New Questions for 2014 Favorite manufacturing country for your watch 55 Survey Results 2: Main Survey Image for a watch of Swiss made 56 Number of watches owned 18 Awareness of Switzerland being a kingdom of watch 57 Brand of watch owned 19 Intention of purchasing a smart watch 58 Purchase price of watch owned 22 Reasons for having bought or wanting to buy a smart watch 59 Location of purchase 23 Impact of consumption tax increase to purchasing a watch 60 Willingness to purchase watches online 26 Brand image depending on sales channel 61 Important factors in choosing a retailer 27 Economic recovery s impact to purchasing a watch 62 Favorite type of watch 28 Favorite function of watch 29 Highlights of Survey Results Favorite movement of watch (drive system) 30 Highlights of Survey Results 64 Price range of watch you want to buy 31 Price range of watch by function you want to buy 32 2

3 Summary Outline 3

4 Summary Outline The Federation of the Swiss Watch Industry FH conducted a questionnaire on Japanese consumers awareness of and buying trends for watches, in the same manner as it did in 2010 and We expanded the survey questions to reflect suggestions from member companies of the federation, importers and affiliates, and made it possible to compare the results for questions that also appeared in the previous surveys. The survey was designed to be conducted on the Internet, and was targeted at male and female people aged 20 or over who were interested in luxury watches. We asked Yano Research Institute Ltd. to carry out the survey. It was conducted on February 10 and 11, 2014, and we obtained 1,500 valid responses. The following analysis was undertaken by Yano Research Institute Ltd. Survey area Whole of Japan Survey method Internet questionnaire Survey date Monday, February 10, 2014 and Tuesday, February 11, 2014 (national holiday) Survey subjects Male and female aged 20 or older in Japan who satisfy the following conditions (equal proportion): 1) Have bought watches by themselves; and 2) Are Interested or somewhat interested in watches that cost 100,000 yen or more. Number of valid responses 1,500 4

5 Review 5

6 Review:1 Price range of watch you want to buy 1) Purchase price shifting to low-range to medium-range prices The purchase price of the watch you want is gradually shifting from low-range to medium-range prices. The price range of 100, ,000 yen increased 1.4 points from The price range of less than 100,000 yen declined 0.4 points and of 300,000 yen or above dropped 1.0 point from In the price range of 100, ,000 yen, the ratio of female respondents declined 0.2 points while male increased 2.7 points from In particular, the ratio of male in their 40s rose 5.8 points, showing a clear shift to mediumrange prices among consumers in relatively higher age group. 2) Women are shifting prominently to higher price range With regard to the price of the watch that consumers want to buy, 300, ,000 yen was the most popular response for both males and females samples. Among the male samples, 300, ,000 yen was the top response with 16.5%, followed by 100, ,000 yen with 14.8% and 500,000 1,000,000 yen with 12.9%. Among females, 300, ,000 yen was the highest with 15.6%, followed by 200, ,000 yen with 14.1% and 500,000 1,000,000 yen with 13.0%. The price range of 300,000 yen or above declined 3.9 points among male respondents but increased 2.0 points among female samples. In particular, the ratio of female in their 40s rose significantly by10.7 points. Factors behind the shift to higher price range appear to include the growth in the number of working women and momentum to promote women to the managerial position. For users interested in watches costing 100,000 yen or above, the price range of affordable luxury watches that you want to buy, is 300, ,000 yen, and males continue to be willing to pay one range higher to buy the watch desired. However, the price range of watch women want to buy is increasing price range of watch you want to buy Total(n=1040) 2012 price range of watch you want to buy Total(n=1305) 2014 price range of w atch you w ant to buy Total(n=1266) 6.6% 1.2% 6.5% Less than 10,000 yen 10.6% 10,000 30,000 yen 13.0% 16.0% 13.7% 13.0% 9.5% 10.0% 30,000 50,000 yen 50, ,000 yen 100, ,000 yen 150, ,000 yen 200, ,000 yen 300, ,000 yen 500,000 1,000,000 yen 1,000,000+yen Total male Male 20s Male 30s Male 40s Male 50s n=544 n=664 n=649 n=142 n=125 n=109 n=130 n=194 n=165 n=152 n=186 n=178 n=120 n=159 n=197 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen Total female Female 20s Female 30s Female 40s Female 50s n=496 n=641 n=617 n=127 n=194 n=170 n=127 n=171 n=155 n=140 n=152 n=149 n=102 n=124 n=143 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen E2 6

7 Review:2 Next desired purchase Male consumers continue to prefer luxury mechanical sports watches and females want luxury fashion watches and ROLEX for men and CARTIER for women have established popularity. Meanwhile, domestic watch brands made a good showing. ROLEX, OMEGA and CARTIER have established popularity. Needs for ROLEX and OMEGA remain strong among male, and demand for CARTIER stands out among women. HAMILTON, PIGUET and HARRY WINSTON raised popularity significantly. Needs for casual fashion brand watches grew in 2012 while luxury brand watches saw their popularity rise in Among male respondents, SEIKO moved up in the popularity rankings from 5th to 3rd and CASIO from 6th to 5th. High-performance, high-function and high valueadded product line distinctive of domestic brands and the strategy to enhance luxury products worked successfully ROLEX OMEGA CARTIER FRANCK MULLER BVLGARI SEIKO HERMES TAG HEUER CASIO CHANEL TIFFANY CITIZEN GUCCI LOUIS VUITTON BREITLING BURBERRY COACH IWC agnes.b. DIOR Total(n=1500) Male(n=750) Female(n=750) ROLEX OMEGA CARTIER BVLGARI SEIKO FRANCK MULLER TAG HEUER CASIO HERMES CITIZEN CHANEL TIFFANY GUCCI BREITLING LOUIS VUITTON HARRY WINSTON BURBERRY HAMILTON agnes.b. AUDEMARS PIGUET Total(n=1500) Male(n=750) Female(n=750) E49

8 Review:3 Media which are influential in purchasing Internet has grown an essential tool in the purchase process The Internet and makers or brands homepages are most frequently used. Informational website overtook Product display at the, ranked 2nd in the previous survey. The survey has proved again that Internet (online ) has grown an essential tool in the purchase process. Meanwhile, there is still a high dependency on Product display at the and Magazine articles. Hence, distributors are expected to deploy advertising and promotional strategies based on a set of well-balanced tangible and intangible sources. Combining real information such as that obtained at the in a composite manner, in addition to using information obtained from others through community/message boards and information disseminated from brands, is becoming the mainstream of purchasing. Location of actual purchase Bricks-and-motor s remain the mainstream. Internet use (online ) is driven by consumers in their 30s and 40s Watch section at a department remains at the top spot in Store that you often use when purchasing a watch for both male and female, with female users driving the overall demand. Mass retailer; discount is the most popular for male consumers while Duty free ; overseas is the most popular for female consumers. Male consumers tend to regard watch as an ordinary ping item while it is a special ping item for female consumers: the tendency characteristically shows the difference in consumer awareness between male and female consumers. Watch section at a department, Watch and clock specialty ; jewelry and Mass retailer; discount, top-ranking spots, are declining in popularity. Meanwhile, the use of the Internet (online ), ranked 4th, is on the increase, strengthening its presence as location of actual purchase. Watch section at a department is the most popular among respondents in their 20s while Internet (online ) is popular among consumers mainly in their 30s and 40s, and they are also attracting an increasing number of consumers in their 50s. The Internet or the makers or brands homepages Informational website Product display at the Magazine articles Online community, message boards Magazine ads Recommendation by sales representative Fairs held at department s and watch s Word-of-mouth communication with friends, acquaintances, family, etc. TV commercials TV programs Newspaper articles Newspaper ads Ad inserts Movies (DVD) Ads or billboards on the street Ads on public transportation (posters in stations, stickers on trains and etc.) Free papers; free magazines Radio programs Radio commercials Other New choices in the 2012 survey 2014 Watch section at a departme nt Watch and clock specialty ; jew elry Mass retailer; discount Online Duty free ; overseas Brand boutique Select Mail-order Parallel import Used clock Antique Personto-person trade 2014Total(n=1500) Male(n=750) Female(n=750) Total(n=894) 2012Total(n=881) 2014Total(n=907) Others

9 Review:4 Favorite manufacturing country for your watch Japan and Swiss stand out as the two most popular watch-producing countries The popularity rates for Made in Japan (36.2%) and Made in Swiss (35.0%), the two most popular producers, were almost equal, followed far below by Made in Germany (2.3%) and Made in U.S.A. (1.1%). Swiss watches were popular among male and Japanese watches are favored by female. Swiss watches were preferred by consumers in higher age groups (in their 40s and 50s). Made in Japan Made in Swiss Made in Germany Made in U.S.A. Others Not interested in country of origin (Not aware of) Image for a watch of Swiss made Luxurious + Brand power + Craftsmanship The top images were Luxury (57.5%), Have a long history (49.3%) and Strong brand power (46.9%) Craftsmanship of mechanical watches ranked 3rd among male, showing that male consumers identify Swiss watches with Craftsmanship of mechanical watches. Craftsmanship, meticulous work was more common image among female respondents than male respondents, showing that craftsmanship manufacturing is the image of Swiss watches among female. Awareness of Switzerland being a kingdom of watch The image of Swiss as watch kingdom has penetrated To the question Did you know that Swiss is the watch kingdom?, 77.9% of respondents said I knew it. and 22.1% said I didn t know. It turned out that the recognition rate of Swiss as the watch kingdom was high at about 80%. Luxury Have a long history Strong brand power Craftsmanship, meticulous work Craftsmanship of mechanical watches Beautiful design, high designability Nothing in particular Total(n=1500) Male(n=750) Female(n=750) 5.2 E238 The recognition rate increases proportionately to age both for male and female consumers. In particular, the recognition rate is very high among male and female consumers in their 40s and 50s. On the other hand, low recognition rate is observed in the younger age group. In particular, more than half of the female consumers in their 20s didn t know Swiss is the watch kingdom. 9 I know it I don t know

10 Screening survey: Sample size of 10,018 10

11 Screening survey (extracting survey subjects) We extracted those who chose (3) watch as the answer for question: Have you purchased any of the following products*? (MA). * * (1) necktie, (2) bag (3) watch, (4) jewelry, (5) personal computer, (6) organizer, (7) camera, (8) I have never bought any of the above Total(n=10018) Necktie Bag Those who have bought a watch: 6,065 Watch 60.5 Jewelry 26.1 Personal Computer Organizer Camera Furthermore I have never bought any of the above. 8.2 We have selected as survey subjects those who answered Interested or Somewhat interested to question SA: Are you interested in a watch costing over 100,000 yen? 2014 Those who are not interested in a watch costing over 100,000 yen (Non-subjects) 53.8% Those who are interested in a watch costing over 100,000 yen (Subjects) 35.1% 11

12 Survey Results 1: Subjects Profile (sample size of 1,500) 12

13 Subjects Profile (basic attributes) Sex and age distribution Occupational distribution % % % % Geographical distribution Chugoku,Shik oku and Kyushiu 14.9% Kansai 18.8% 2014Total(n=1500) % % % Total Male Female 6.9% Total(n=1500) % Hokkaido and Tohoku 8.9% % % n=1500 n=750 n= E16 Total Male Female n=1500 n=750 n=750 Company employee Government employee Company executive Self-owned business Freelance Part-time employee Homemaker Student Unemployed Others E19 Marital status Total Male Female n=1500 n=750 n=750 Single Married E20 Family structure Total Male Female n=1500 n=750 n=750 Spouse Children Parents Siblings Others Living alone E21 Chubu and Hokuriku 10.9% Kanto and Koshinetsu 46.5% 13

14 Household annual income (all) 4.7% 8.9% 2014Total(n=1500) 11.1% 11.7% Less than 3 million yen 1.1% 0.6% 3-5 million yen 3.0% 5-6 million yen 13.2% 8.9% 11.1% 7.2% 18.5% 6-7 million yen 7-8 million yen 8-10 million yen million yen million yen million yen million yen 30 million yen or more unknown Household annual income (male) Total male Male 20s Male 30s Male 40s Male 50s n=750 n=133 n=188 n=207 n=222 Less than 3 million yen million yen million yen million yen million yen million yen million yen million yen million yen million yen million yen or more unknown Household annual income (female) Total Female Female 20s Female 30s Female 40s Female 50s n=750 n=217 n=177 n=183 n=173 Less than 3 million yen million yen million yen million yen million yen million yen million yen million yen million yen million yen million yen or more unknown E27 * Total average: 6,568,000 yen; male average: 6,841,000 yen; female average: 6,296,000 yen * Average by sex and age group (males) Males in their 20s: 5,233,000 yen; Males in their 30s: 5,836,000 yen; Males in their 40s: 7,676,000 yen; Males aged 50+: 7,973,000 yen * Average by sex and age group (females) Females in their 20s: 5,395,000 yen; Females in their 30s: 5,320,000 yen; Females in their 40s: 6,191,000 yen; Females aged 50+: 8,492,000 yen 14

15 Allowance (monthly: all) 2014Total(n=1500) 7.7% 1.0% 1.0% 1.4% 4.1% 14.8% Less than 10,000 yen 10,000 30,000 yen 30,000 50,000 yen 12.1% 50,000 70,000 yen 70, ,000 yen 100, ,000 yen 32.6% 150, ,000 yen 25.3% 200, ,000 yen 300,000+ yen Allowance (monthly: male) Total male Male 20s Male 30s Male 40s Male 50s n=750 n=133 n=188 n=207 n=222 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen ,000 70,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000+ yen Allowance (monthly: female) Total Female Female 20s Female 30s Female 40s Female 50s n=750 n=217 n=177 n=183 n=173 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen ,000 70,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000+ yen E29 * Total average: 47,800 yen; Male average: 52,000 yen; Female average: 43,000 yen * Average by sex and age (males) Males in their 20s: 45,000 yen; Males in their 30s: 56,000 yen; Males in their 40s: 53,000 yen; Males aged 50+: 54,000 yen * Average by sex and age (females) Females in their 20s: 38,000 yen; Females in their 30s: 40,000 yen; Females in their 40s: 36,000 yen; Females aged 50+: 59,000 yen * Nearly 70% of the entire respondents have allowance of 50,000 yen or less. Males, as they get older, have more money that they can spend freely. In particular, the percentage of respondents who have allowance of 50,000 yen or more increased among males in their 30s. Females generally have more money to spend freely than they had in 2012 in all age groups due in part to the effects of companies momentum to actively promote women to the managerial position. 15

16 What to spend allowance on (monthly: all) 2014 What to spend allowance on (monthly: male) 2014 What to spend allowance on (monthly: female) 2014 Entertainment (including dining) Entertainment (including dining) Entertainment (including dining) Clothing and personal items (including watches) Clothing and personal items (including watches) Clothing and personal items (including watches) Hobbies Hobbies Hobbies Recreation (leisure activities, traveling, gambling, etc.) Recreation (leisure activities, traveling, gambling, etc.) Recreation (leisure activities, traveling, gambling, etc.) Mobile and Internet connection Savings Stocks and investments School/lesson for skill/hobby Female(n=750) Female 20s(n=217) Female 30s(n=177) Female 40s(n=183) Female 50s+(n=173) E32 * Clothing and personal items (including watches) was the most popular use of allowance of female subjects and females in all age groups showed strong willingness to spend. The ratio of Mobile and Internet connection Mobile and Internet connection Savings Stocks and investments School/lesson for skill/hobby Male(n=750) Male 20s(n=133) Male 30s(n=188) Male 40s(n=207) Male 50s+(n=222) Savings Stocks and investments School/lesson for skill/hobby Total(n=1500) Male(n=750) Female(n=750) male subjects who chose Clothing and personal items (including watches) was lower than that of female. Compared with the result in the previous survey in 2012, Clothing and personal items (including watches) overtook Recreation and moved up in the rankings to the 3rd place after Entertainment and Hobbies. *While a large percentage of males and females in their 20s and 30s gave Savings as their answer reflecting the severe economic environment, Stocks and investments became more popular due to the impact of Abenomics, implemented under the Abe government from late 2012, overtaking School/lesson for skill/hobby among the overall subjects compared with the result in the previous survey in In particular, Stocks and investments is especially popular among male in their 20s and 30s compared with respondents in other age groups. 16 Others Others Others E30 E31

17 Survey Results 2: Main Survey (sample size of 1,500) 17

18 Number of watches owned (all) 14.1% 2010Total(n=1500) 4.6% 2.8% 17.2% 11.2% 2012Total(n=1500) 3.7% 2.1% 21.3% 11.7% 2.9% 4.1% 2014Total(n=1500) 23.3% % 22.7% Number of watches owned (male) 29.3% 8.7% 23.3% Total male Male 20s Male 30s Male 40s Male 50s n=750 n=750 n=750 n=180 n=144 n=133 n=172 n=216 n=188 n=219 n=207 n=207 n=179 n=183 n= % 9.0% 21.3% 27.7% The ratio of people who own two or more E33 watches: Down 2.0 points Number of watches owned (female) Total Female Female 20s Female 30s Female 40s Female 50s n=750 n=750 n=750 n=170 n=224 n=217 n=189 n=196 n=177 n=209 n=175 n=183 n=182 n=155 n= E34 * In 2014, the ratio of people who own two or more watches to all respondents declined 2.0 points from * However, the ratio of people who own five or six watches increased by 1.9 points to 20.3% among males and by1.8 points to 17.2% among females compared with 2012, indicating an growth in the overall proportion of heavy watch users. 18

19 Brand of watch owned (ranking comparison ) Order Brand n=1500 Order Brand n=1500 Order Brand n= SEIKO 33.9 To 2nd Place 1 CASIO CASIO CASIO 30.6 To 1st Place 2 SEIKO SEIKO CITIZEN CITIZEN CITIZEN SWATCH 18.3 To 6th Place 4 OMEGA OMEGA OMEGA 18.1 To 4th Place 5 ROLEX ROLEX ROLEX 16.4 To 5th Place 6 SWATCH SWATCH GUCCI 10.1 To 8th Place 7 CARTIER 8.4 To10th Place 7 GUCCI TAG HEUER 9.5 To 9th Place 8 GUCCI 7.6 To 7th Place 8 BVLGARI CARTIER 8.9 To 7th Place 8 TAG HEUER TAG HEUER BVLGARI 8.1 To11th Place 10 agnes.b. 6.4 To12th Place 10 CARTIER HERMES 7.6 To12th Place 11 BVLGARI 6.3 To 8th Place 11 HERMES agnes.b. 7.1 To10th Place 11 HERMES agnes.b FOLLI FOLLIE 4.6 To14th Place 13 LONGINES 4.7 To14th Place 13 FOLLI FOLLIE LONGINES 3.9 To13th Place 14 FOLLI FOLLIE 3.6 To13th Place 14 CHANEL DIOR 3.1 Ranked out 15 CHANEL 3.2 To14th Place 14 LONGINES ck CALVIN KLEIN 2.9 To 23rd Place 16 DIESEL 2.7 To17th Place 16 HAMILTON COACH 2.9 To24th Place 16 Paul Smith 2.7 To 21st Place 17 DIESEL TIFFANY 2.8 To27th Place 18 BURBERRY BURBERRY BURBERRY HAMILTON 2.3 To16th Place 18 COACH RADO 2.6 To 21st Place 20 RADO 2.2 Ranked out 20 FENDI DUNHILL 2.5 Ranked out 21 BREITLING 2.1 Ranked out 21 EMPORIO ARMANI CHANEL 2.4 To15th Place 21 ck CALVIN KLEIN 2.1 To26th Place 21 IWC HAMILTON 2.3 To20th Place 21 COACH 2.1 To18th Place 21 Paul Smith BREITLING 2.1 To22th Place 24 FRANCK MULLER Fossil 2.0 * New brand 25 FRANCK MULLER NIXON 1.7 To26th Place 24 FRANCK MULLER LOUIS VUITTON 1.9 Ranked out 24 TIFFANY 1.7 Ranked out 26 ck CALVIN KLEIN 1.9 Ranked out 26 NIXON 1.9 E39 * The lineup of top-ranked brands through 6th was unchanged. In addition to the domestic watch brands, OMEGA, ROLEX and SWATCH maintained high percentage of ownership. * GUCCI, BVLGARI, FOLLI FOLLIE, CHANEL, HAMILTON and COACH moved up in the rankings. * Fossil, which was newly added in this survey, ranked 24th in the rankings. 19

20 Brand of watch owned (by sex) SEIKO CASIO CITIZEN SWATCH OMEGA ROLEX GUCCI TAG HEUER CARTIER BVLGARI HERMES agnes.b. FOLLI FOLLIE LONGINES DIOR ck CALVIN KLEIN COACH TIFFANY BURBERRY RADO DUNHILL Total(n=1500) Male(n=750) Female(n=750) CASIO SEIKO CITIZEN OMEGA ROLEX SWATCH CASIO SEIKO CITIZEN OMEGA ROLEX SWATCH CARTIER GUCCI GUCCI BVLGARI TAG HEUER TAG HEUER agnes.b. BVLGARI CARTIER HERMES HERMES agnes.b. LONGINES FOLLI FOLLIE CHANEL DIESEL Paul Smith FOLLI FOLLIE CHANEL LONGINES HAMILTON DIESEL 2.3 BURBERRY BURBERRY Total(n=1500) HAMILTON Male(n=750) COACH RADO Female(n=750) FENDI Total(n=1500) Male(n=750) Female(n=750) 3.7 E40 * In 2014, the top 3 brands remained the domestic watch brands of CASIO, SEIKO and CITIZEN as in the previous survey. * Survey results reveal that CASIO, SEIKO and CITIZEN are more popular than foreign brands among male consumers. CITIZEN had been owned by both males and females almost evenly in the previous survey in 2012, but the percentage of male owners exceeded that of female owners in 2014 as a result probably of appointment of brand ambassador who is popular among male. * In 2014, among the top-ranking brands, the response rate of female decreased for SWATCH and that of male increased for GUCCI and BVLGARI. Brands that showed a clear difference in proportions between males and females were watch maker brands favored by males, e.g. CASIO, SEIKO, OMEGA and TAG HEUER and fashion brands popular among female pers, e.g. CARTIER, GUCCI, agnes.b, BVLGARI, HERMES, FOLLI FOLLIE and CHANEL. 20

21 Brand of watch owned (by sex and age group): Supplementary data Total Male Male 20s Male 30s Male 40s Male 50s+ Fem ale Female 20s Female 30s Female 40s Female 50s+ Total Male Male 20s Male 30s Male 40s Male 50s+ Fem ale Female 20s Female 30s Female 40s Female 50s+ Total Male Male 20s Male 30s Male 40s Male 50s+ Fem ale Female 20s Female 30s Female 40s Female 50s n=1500 n=750 n=180 n=172 n=219 n=179 n=750 n=170 n=189 n=209 n=182 SEIKO CASIO CITIZEN SWATCH OMEGA ROLEX GUCCI TAG HEUER CARTIER BVLGARI HERMES agnes.b FOLLI FOLLIE LONGINES DIOR ck CALVIN KLEIN COACH TIFFANY BURBERRY RADO DUNHILL n=1500 n=750 n=144 n=216 n=207 n=183 n=750 n=224 n=196 n=175 n=155 CASIO SEIKO CITIZEN OMEGA ROLEX SWATCH CARTIER GUCCI TAG HEUER agnes.b BVLGARI HERMES LONGINES FOLLI FOLLIE CHANEL DIESEL Paul Smith BURBERRY HAMILTON RADO n=1500 n=750 n=133 n=188 n=207 n=222 n=750 n=217 n=177 n=183 n=173 CASIO SEIKO CITIZEN OMEGA ROLEX SWATCH GUCCI BVLGARI TAG HEUER CARTIER HERMES agnes.b FOLLI FOLLIE CHANEL LONGINES HAMILTON DIESEL BURBERRY COACH FENDI E41 21

22 Purchase price of watch owned (all) * The list was created based on the purchase price of favorite watch out of all watches owned. 2010Total(n=1370) 2012Total(n=1324) 2014Total(n=1269) 6.6% 2.3% 11.5% 11.2% 9.6% 11.0% 4.8% 17.5% 12.8% 12.6% 5.1% 8.5% 1.5% 11.1% 10.0% 8.4% 12.1% 11.0% 19.8% 12.7% 3.9% 7.8% 3.8% Less than 10,000 yen 16.2% 10,000 30,000 yen 30,000 50,000 yen 11.0% 50, ,000 yen 8.9% 7.0% 14.2% 100, ,000 yen 150, ,000 yen 200, ,000 yen 300, ,000 yen 12.8% 14.3% 500,000 1,000,000 yen 1,000,000+yen Purchase price of watch owned (male) Purchase price of watch owned (female) Response rates E43 of 30, ,000 increased Total male Male 20s Male 30s Male 40s Male 50s n=691 n=673 n=643 n=161 n=120 n=106 n=154 n=197 n=153 n=205 n=187 n=179 n=171 n=169 n=205 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen Total Female Female 20s Female 30s Female 40s Female 50s n=679 n=651 n=626 n=149 n=180 n=155 n=171 n=170 n=149 n=190 n=156 n=167 n=169 n=145 n=155 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen E44 * 10,000 30,000 yen remained the most popular answer for the purchase price of the favorite watch owned but dropped 3.6 points from On the other hand, the response rate for 30,000 50,000 yen was up 1.5 points, that for 50, ,000 yen was up 2.2 points and that for 100, ,000 yen was up 1.8 points. As a result, response rates of 30, ,000 yen increased, indicating a shift from low price range to medium price range. The purchase price of the favorite watch owned is on an upward trend. * The volume zone of responses was 10, ,000 yen with a concentration in 10,000 30,000 yen for both males and females. Response rates for 100,000+ yen increased in proportion to age for both males and females. This price range was chosen by approximately half of males in their 30s and 40s and of females in their 30s, and about 60% of males aged 50+ and females in their 40s and 50+. * Response rates for 1,000,000+ yen increased in almost all age groups, showing that luxury watches are very popular regardless of age. The survey revealed the apparent preference for authentic goods among younger people in recent years. 22

23 Location of purchase (all) 2010 Female(n=750) New choices in the 2014 survey 2012 Female(n=750) New choices in the 2014 survey 2014 Watch section at a department Watch section at a department Watch section at a department Watch and clock specialty ; jew elry Watch and clock specialty ; jew elry Watch and clock specialty ; jew elry Mass retailer; discount Mass retailer; discount Mass retailer; discount Online Online Online Duty free ; overseas Duty free ; overseas Duty free ; overseas Brand boutique Brand boutique Brand boutique Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Total(n=1500) Male(n=750) Female(n=750) New choices in the 2014 survey Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Total(n=1500) Male(n=750) Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Total(n=1500) Male(n=750) * Watch section at a department remained the most popular response in the 2014 survey, especially with a high purchase rate among female pers. * For male consumers, Watch section at a department was the most popular, followed by Watch and clock specialty ; jewelry, Mass retailer; discount and Online. Females most preferred Watch section at a department, followed by Watch and clock specialty ; jewelry, Duty free ; overseas, Online and Brand boutique. * While rates of respondents for Watch section at a department, Watch and clock specialty ; jewelry and Mass retailer, discount has been declining year by year, the rate of respondents for Online, ranked 4th, was on the rise to indicate the growth in its presence as location of purchase. 23 Others Others Others

24 Location of purchase (male) 2010 Male 50s+(n=179) New choices in the 2014 survey 2012 Male 50s+(n=183) New choices in the 2014 survey 2014 Watch section at a department Watch section at a department Watch section at a department Watch and clock specialty ; jew elry Watch and clock specialty ; jew elry Watch and clock specialty ; jew elry Mass retailer; discount Mass retailer; discount Mass retailer; discount Online Online Online Duty free ; overseas Duty free ; overseas Duty free ; overseas * Watch section at a department was the most popular among respondents in their 20s. Response rates of people in their 20s are high also for Brand boutique, Select and Mail-order, revealing that respondents in this age group use more varied sales channels than respondents in other age groups. * While Online s is used primarily by survey samples in their 30s and 40s, they are also attracting an increasing number of those aged Brand boutique Brand boutique Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Male(n=750) Male 20s(n=133) Male 30s(n=188) Male 40s(n=207) Male 50s+(n=222) New choices in the 2014 survey Brand boutique Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Male(n=750) Male 20s(n=144) Male 30s(n=216) Male 40s(n=207) Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Male(n=750) Male 20s(n=180) Male 30s(n=172) Male 40s(n=219) Others Others Others

25 Location of purchase (female) 2010 Female 50s+(n=182) New choices in the 2014 survey 2012 Female 50s+(n=155) New choices in the 2014 survey 2014 Watch section at a department Watch section at a department Watch section at a department Watch and clock specialty ; jew elry Watch and clock specialty ; jew elry Watch and clock specialty ; jew elry Mass retailer; discount Mass retailer; discount Mass retailer; discount Online Online Online Duty free ; overseas Duty free ; overseas Duty free ; overseas Brand boutique Brand boutique Brand boutique Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Female(n=750) Female 20s(n=217) Female 30s(n=177) Female 40s(n=183) Female 50s+(n=173) New choices in the 2014 survey Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Female(n=750) Female 20s(n=224) Female 30s(n=196) Female 40s(n=175) Select Mail-order Parallel import () Used clock () Antique Person-toperson trade Female(n=750) Female 20s(n=170) Female 30s(n=189) Female 40s(n=209) * Watch section at a department was a popular choice across all female age groups and preferred particularly by females in their 20s and 30s. * While response rates were low for Mass retailer; discount among respondents in their 20s and 30s, those for Brand boutique and Select were higher than respondents in other age groups. * Online expanded primarily among females in their 50s, and grew also among females in their 30s and 40s. 25 Others Others Others

26 Willingness to purchase watches online (all) *We asked those who have not purchased watches online about their willingness to purchase online in the future. I want to buy a watch online. It is not a strong preference but I would rather buy a watch online. I have no hesitance or problem with buying a watch online. I have no preference. It is not a strong preference but I would rather buy a watch at a bricks-and-mortar. I want to buy a watch at a bricks-and-mortar. Willingness to purchase watches online (male) Total(n=1191) Total(n=1175) 34.8 E82 Total male Male 20s Male 30s Male 40s Male 50s n=550 n=538 n=107 n=106 n=153 n=135 n=149 n=135 n=141 n=162 I want to buy a watch online It is not a strong preference but I would rather buy a watch online I have no hesitance or problem with buying a watch online I have no preference It is not a strong preference but I would rather buy a watch at a bricks-and-mortar I want to buy a watch at a bricks-and-mortar Willingness to purchase watches online (female) Total female female 20s female 30s female 40s female 50s n=641 n=637 n=200 n=189 n=161 n=151 n=148 n=154 n=132 n=143 I want to buy a watch online It is not a strong preference but I would rather buy a watch online I have no hesitance or problem with buying a watch online I have no preference It is not a strong preference but I would rather buy a watch at a bricks-and-mortar I want to buy a watch at a bricks-and-mortar E83 * In 2014, the majority of survey samples preferred to at bricks-and-mortar s. Those who responded, It is not a strong preference but I would rather buy a watch at a bricks-and-mortar and I want to buy a watch at a bricks-and-mortar accounted for 68.9% of the total, up 2.9 points from the previous survey in The result revealed a stronger willingness of survey samples to purchase watches at bricks-and-mortar s than in the 2012 survey. * Meanwhile, survey samples who have no hesitance or problem in buying a watch online accounted for approximately 20% of the total. This suggests that the Internet can serve as a sales channel depending on how products are distributed and consumers are attracted. It looks like the important point to promote purchase of watches online is to provide added value available only through online. 26

27 Important factors in choosing a retailer Handles authorized imports Cheaper than other s Wide assortment of goods Good after-sale service Atmosphere of the Well-known Others No preference 2010: Total 2012: Total 2014: Total Important factors in choosing a retailer (male) Important factors in choosing a retailer (female) Total male Male 20s Male 30s Male 40s Male 50s n=750 n=133 n=188 n=207 n=222 Handles authorized imports Cheaper than other s Wide assortment of goods Good after-sale service Atmosphere of the Well-known Others No preference Total Female Female 20s Female 30s Female 40s Female 50s n=750 n=217 n=177 n=183 n=173 Handles authorized imports Cheaper than other s Wide assortment of goods Good after-sale service Atmosphere of the Well-known Others No preference E89 Handles authorized imports was the most popular response among both men and women, indicating that both males and females are seeking safety in choosing a retailer. * Male consumers tend to value price more than females, and the higher the age of respondents is, the more demanding they are about price. * Among females, the tendency to emphasize Wide assortment of goods and Good after-sale service was stronger than in males, which indicates that elements other than the product itself are also important for female pers, especially those in their 40+, in selecting s. 27

28 Favorite type of watch (all) Favorite type of watch (male) Classic/standard Fashion watch Sports watch Multifunction watch Jewelry watch Other Total(n=1500) 2012Total(n=1500) 2014Total(n=1500) Favorite type of watch (female) Total male Male 20s Male 30s Male 40s Male 50s n=750 n=750 n=750 n=180 n=144 n=133 n=172 n=216 n=188 n=219 n=207 n=207 n=179 n=183 n=222 Classic/standard Fashion watch Sports watch Multifunction watch Jewelry watch Other Total famale Famale 20s Famale 30s Famale 40s Famale 50s n=750 n=750 n=750 n=170 n=224 n=217 n=189 n=196 n=177 n=209 n=175 n=183 n=182 n=155 n=173 Classic/standard Fashion watch Sports watch Multifunction watch Jewelry watch Other E139 * Classic/standard was the most popular choice overall, selected by more than 60% of male and female samples. * Men tend to prefer Sports watches and Multifunction watches while women favor Fashion watches and Jewelry watches. * Multifunction watches remained popular among males and were favored by females as well in 2014, particularly those in their 40s. * Multifunction watches, popular among males and Fashion watches and Jewelry watches, popular among females, were the trends applicable to a wideranging age groups 28

29 Favorite function of watch (all) Favorite function of watch (male) Diver (waterproof) Calendar Chronograph World time Alarm Tourbillon Perpetual calendar Moon phase GMT Power reserve Minute repeater Other Total(n=1500) 2012Total(n=1500) 2014Total(n=1500) E140 Male 30s Male 40s Male 50s+ Total male Male 20s n=750 n=750 n=750 n=180 n=144 n=133 n=172 n=216 n=188 n=219 n=207 n=207 n=179 n=183 n=222 Diver (waterproof) Calendar Chronograph World time Alarm Tourbillon Perpetual calendar Moon phase GMT Power reserve Minute repeater Other Favorite function of watch (female) Total Female Female 20s Female 30s Female 40s Female 50s n=750 n=750 n=750 n=170 n=224 n=217 n=189 n=196 n=177 n=209 n=175 n=183 n=182 n=155 n=173 Diver (waterproof) Calendar Chronograph World time Alarm Tourbillon Perpetual calendar Moon phase GMT Power reserve Minute repeater Other E141 * Diver (waterproof) (50.1%), Calendar (38.3%) and Chronograph (23.1%) ranked high as the favorite function of a watch. In particular, the response rate for Diver (waterproof) rose significantly by 4.4 points to prove its high popularity. * While Calendar fell 4.2 points compared to the result in the 2012 survey, Moon phase increased 1.6 points. Moon phase rose for the second consecutive year, and enjoyed growing popularity among females in their 20s and 30s. *Many male respondents indicated preference for a wide range of functionality. Female samples also highly favored Divers (waterproof) and Calendar. 29

30 Favorite movement of watch (drive system): all Drive system (manual winding) Mechanical (automatic winding) Quartz (battery) 2010Total (n=1500) Total (n=1500) Total (n=1500) E142 Favorite movement of watch (drive system): male Favorite movement of watch (drive system): female Drive system (manual winding) Mechanical (automatic winding) Quartz (battery) Drive system (manual winding) Mechanical (automatic winding) Quartz (battery) 2010Male(n=750) 2012Male(n=750) 2014Male(n=750) 2010Male 20s(n=180) 2012Male 20s(n=144) 2014Male 20s(n=133) 2010Male 30s(n=172) 2012Male 30s(n=216) 2014Male 30s(n=188) 2010Male 40s(n=219) 2012Male 40s(n=207) 2014Male 40s(n=207) 2010Male 50s+(n=179) 2012Male 50s+(n=183) 2014Male 50s+(n=222) E Female(n=750) 2012Female(n=750) 2014Female(n=750) 2010Female 20s(n=170) 2012Female 20s(n=224) 2014Female 20s(n=217) 2010Female 30s(n=189) 2012Female 30s(n=196) 2014Female 30s(n=177) 2010Female 40s(n=209) 2012Female 40s(n=175) 2014Female 40s(n=183) 2010Female 50s+(n=182) 2012Female 50s+(n=155) 2014Female 50s+(n=173) * Mechanical (automatic winding) remained the top response in 2014, followed by Quartz (battery-powered) and Mechanical (manual winding). While the popularity of both automatic and manual winding mechanical watches increased, that of quartz (battery-powered) watches declined. * Mechanical (automatic winding) was popular among males in their 20s and 40s and females in their 30s. Quartz (battery-powered) was most favored by males and females aged 50 and above. * Mechanical (manual winding) rose in both males and females in their 20s and 30s. The popularity of mechanical watches was driven by the rise of preference for authentic goods among younger survey samples who are seeking to wear high quality items for long time. E144

31 Price range of watch you want to buy (all) *The list was created based on the purchase price of the watch you want the most in brand of watch you want price range of w atch you w ant to buy Total(n=1040) 2012 price range of watch you want to buy Total(n=1305) 2014 price range of watch you want to buy Total(n=1266) 6.6% 1.2% 6.5% Less than 10,000 yen 10.6% 10,000 30,000 yen 13.0% 30,000 50,000 yen 10.0% 50, ,000 yen 16.0% 100, ,000 yen 13.7% 13.0% 9.5% 150, ,000 yen 200, ,000 yen 300, ,000 yen Price range of watch you want to buy (male) Price range of watch you want to buy (female) 500,000 1,000,000 yen 1,000,000+yen Response rates for the price rang of 100, ,000 yen increased Total male Male 20s Male 30s Male 40s Male 50s n=544 n=664 n=649 n=142 n=125 n=109 n=130 n=194 n=165 n=152 n=186 n=178 n=120 n=159 n=197 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen Total female Female 20s Female 30s Female 40s Female 50s n=496 n=641 n=617 n=127 n=194 n=170 n=127 n=171 n=155 n=140 n=152 n=149 n=102 n=124 n=143 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen E2 * The price range of 100, ,000 yen will expand going forward as for the purchase price of the watch a consumer wants. Needs of consumers are shifting from lower price range to medium price range. * Among the male samples, 300, ,000 yen was the top response, followed by 100, ,000 and 500,000 1,000,000 yen. Among females, 300, ,000 yen was the highest, followed by 200, ,000 yen and 500,000 1,000,000 yen. * Generally for users interested in watches costing 100,000 yen or above, the price range of affordable luxury watches that they want to buy was 300, ,000 yen. While it is also apparent that male consumers are willing to pay one range higher to buy the watch they want than female, the price range of female want to buy is shifting upward. 31

32 Price range of watch by function you want to buy (all) *The list was created based on the purchase price of the watch you want the most in brand of watch you want. 2010Total (n=1040) 2012Total (n=1305) 2014Total (n=1266) 2010manual winding (n= 110) 2012manual winding (n= 171) 2014manual winding (n= 180) 2010automatic sinding (n= 520) 2012automatic sinding (n= 607) 2014automatic sinding (n= 598) 2010quartz (n= 410) 2012quartz (n= 527) 2014quartz (n= 488) 2010total mechanica (n= 630) 2012total mechanica (n= 778) 2014total mechanica (n= 778) Price range of watch by function you want to buy (male) Less than 10,000 yen 10,000 30,000 yen 30,000 50,000 yen 50, ,000 yen 100, ,000 yen 150, ,000 yen 200, ,000 yen 300, ,000 yen 500,000 1,000,000 yen 1,000,000+yen Total male Male Male Male Male manual sinding automatic winding quartz total mechanical n=544 n=664 n=649 n= 50 n= 85 n= 91 n=300 n=338 n=315 n=194 n=241 n=243 n=350 n=423 n=406 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen Price range of watch by function you want to buy (female) E53 Total emale Female Female Female Female manual sinding automatic winding quartz total mechanical n=496 n=641 n=617 n= 60 n= 86 n= 89 n=220 n=269 n=283 n=216 n=286 n=245 n=280 n=355 n=372 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen E54 * While there had been a trend toward lowering of prices for Quartz among females, but the overall needs shifted to higher price ranges in Meanwhile, lowering of prices for Mechanical advanced due to the effect of enhanced lineup of products for consumers who purchase a mechanical watch for the first time. * In Mechanical total, the respondent rate of 200,000 1,000,000 yen, the volume zone for mechanical watches, dropped slightly by 0.9 points compared to the result in the 2012 survey, showing signs that lowering of prices for mechanical watches has stopped. 32

33 Brand of watch you want (ranking comparison ) Order Brand n=1500 Order Brand n=1500 Order Brand n= ROLEX ROLEX ROLEX OMEGA OMEGA OMEGA CARTIER CARTIER CARTIER BVLGARI 25.1 To 5th place 4 FRANCK MULLER 22.5 To 6th place 4 BVLGARI FRANCK MULLER 20.1 To 4th place 5 BVLGARI 21.3 To 4th place 5 SEIKO SEIKO SEIKO 16.6 To 5th place 6 FRANCK MULLER TAG HEUER 15.9 To 8th place 7 HERMES 14.9 To 9th place 7 TAG HEUER HERMES TAG HEUER 13.4 To 7th place 8 CASIO TIFFANY 12.7 To 11th place 9 CHANEL 12.8 To 11th place 9 HERMES CHANEL 11.7 To 9th place 9 CASIO 12.8 To 8th place 10 CITIZEN GUCCI 11.5 To 13th place 11 TIFFANY 11.2 To12th place 11 CHANEL CASIO 11.3 To 9th place 12 CITIZEN 11.1 To10th place 12 TIFFANY LOUIS VUITTON 11.1 To 14th place 13 GUCCI GUCCI CITIZEN 10.1 To 12th place 14 LOUIS VUITTON LOUIS VUITTON BREITLING BREITLING 7.0 To14th place 14 BREITLING BURBERRY BURBERRY 6.1 To17th place 16 HARRY WINSTON SWATCH 7.5 To 20th place 17 COACH 6.0 To23th place 17 BURBERRY COACH 6.8 To 17th place 17 IWC 6.0 To20th place 18 HAMILTON IWC 6.5 To 17th place 19 agnes.b agnes.b CHOPARD 6.1 Ranked out 20 SWATCH SWATCH agnes.b. 5.9 To 19th place 20 DIOR 5.5 To23th place 20 IWC HARRY WINSTON HARRY WINSTON 5.3 To16th place 20 AUDEMARS PIGUET PIAGET 5.7 Ranked out 23 FOLLI FOLLIE 5.2 To26th place 23 COACH FOLLI FOLLIE 5.6 To 23th place 24 PATEK PHILIPPE 5.1 To23th place 23 DIOR DIOR 5.5 To 20th place 25 HAMILTON 4.8 To18th place 23 PATEK PHILIPPE AUDEMARS PIGUET 5.0 To 27th place 25 Paul Smith 4.8 To29th place 26 CHOPARD PATEK PHILIPPE 4.5 To 24th place 27 AUDEMARS PIGUET 4.7 To20th place 26 FOLLI FOLLIE DIESEL 4.7 Ranked out 28 LONGINES 4.3 * Ranked in 27 Marc by Marc Jacobs 4.7 Ranked out 29 CHAUMET 4.2 * Ranked in 29 Paul Smith 4.2 E48 * With ROLEX, OMEGA and CARTIER maintaining the top three positions, there was no major change in ranking down to the 6th place. * Brands that moved up significantly were HAMILTON : +7 notches, PIGUET : +7 notches and HARRY WINSTON : +6 notches. * In 2014, replacing DIESEL and Marc by Marc Jacobs was CHOPARD, LONGINES and CHAUMET which newly appeared in the ranking. Reasonably priced mechanical watches and lifestyle-proposing fashion brand watches attracted greater popularity in 2012, but consumers reappraised luxury brands in * Domestic watch brands moved up in the ranking across the board, with SEIKO : +1 notch, CASIO : +1 notch and CITIZEN : +2 notches. Distribution of high value-added products that adopted high performance / high functions and the strategy to enhance the lineup of luxury products worked successfully. 33 * Ranked in

34 Brand of the watch you want (by sex) ROLEX OMEGA CARTIER BVLGARI FRANCK MULLER SEIKO HERMES TAG HEUER TIFFANY CHANEL GUCCI CASIO LOUIS VUITTON CITIZEN BREITLING BURBERRY SWATCH COACH IWC CHOPARD agnes.b Total(n=1500) Male(n=750) Female(n=750) ROLEX OMEGA CARTIER FRANCK MULLER BVLGARI SEIKO HERMES TAG HEUER CASIO CHANEL TIFFANY CITIZEN GUCCI LOUIS VUITTON BREITLING BURBERRY COACH IWC agnes.b. DIOR Total(n=1500) Male(n=750) Female(n=750) * ROLEX for male and CARTIER for female kept their established positions as the desired watch in ROLEX OMEGA CARTIER BVLGARI SEIKO FRANCK MULLER TAG HEUER CASIO HERMES CITIZEN CHANEL TIFFANY GUCCI BREITLING LOUIS VUITTON HARRY WINSTON BURBERRY HAMILTON agnes.b. AUDEMARS PIGUET Total(n=1500) Male(n=750) Female(n=750) E49 * Top 5 watch brands males want to buy in st: ROLEX 36.5% (down 5.0 points from 2012) <2012 ranking: 1st> 2nd: OMEGA 34.8% (down 0.7 points from 2012) <2012 ranking: 2nd> 3rd: SEIKO 24.7% (up 4.8 points from 2012) <2012 ranking: 5th> 4th: TAG HEUER 24.3% (up 3.1 points from 2012) <2012 ranking: 4th> 5th: CASIO 17.7% (up 0.1 points from 2012) <2012 ranking: 6th> * Top 5 watch brands that females want in st: CARTIER 42.4% (up 2.3 points from 2012) <2012 ranking: 1st> 2nd: BVLGARI 30.4% (up 4.8 points from 2012) <2012 ranking: 3rd> 3rd: ROLEX 29.5% (down 0.4 points from 2012) <2012 ranking: 2nd> 4th: HERMES 23.2% (down 0.3 points from 2012) <2012 ranking: 4th> 5th: FRANCK MULLER 20.1% (down 2.2 points from 2012) <2012 ranking: 5th> * In 2014, there was a major change in ranking of watch brands males want to buy as a result of increase in popularity of the domestic watch brands while there was no major change in ranking of watch brands females want to buy except for BVLGARI which was ranked higher. * Needs remain high for Luxury mechanical sports watches among males and for luxury fashion brand watches among females. Both males and females tend to prefer simple, stylish and versatile watches that suit all occasions. 34

35 Watch brand you want (by sex and age group): Supplementary data Total Total male Male 20s Male 30s Male 40s Male 50s+ Total Female Fem ale 20s Female 30s Female 40s Female 50s+ Total Total male Male 20s Male 30s Male 40s Male 50s+ Total Female Fem ale 20s Female 30s Female 40s Female 50s+ Total Total male Male 20s Male 30s Male 40s Male 50s+ Total Female Fem ale 20s Female 30s Female 40s Female 50s n=1500 n=750 n=180 n=172 n=219 n=179 n=750 n=170 n=189 n=209 n=182 ROLEX OMEGA CARTIER BVLGARI FRANCK MULLER SEIKO HERMES TAG HEUER TIFFANY CHANEL GUCCI CASIO LOUIS VUITTON CITIZEN BREITLING BURBERRY SWATCH COACH IWC CHOPARD agnes.b E n=1500 n=750 n=144 n=216 n=207 n=183 n=750 n=224 n=196 n=175 n=155 ROLEX OMEGA CARTIER FRANCK MULLER BVLGARI SEIKO HERMES TAG HEUER CASIO CHANEL TIFFANY CITIZEN GUCCI LOUIS VUITTON BREITLING BURBERRY COACH IWC agnes.b DIOR n=1500 n=750 n=133 n=188 n=207 n=222 n=750 n=217 n=177 n=183 n=173 ROLEX OMEGA CARTIER BVLGARI SEIKO FRANCK MULLER TAG HEUER CASIO HERMES CITIZEN CHANEL TIFFANY GUCCI BREITLING LOUIS VUITTON HARRY WINSTON BURBERRY HAMILTON agnes.b A UDEMA RS PIGUET E50 35

36 Reason for preferring specific brand 2014 Because I like its design. Because it is a famous brand although expensive. Because the quality and material is good. Because I don't have this type of watch now. Because its function is good. Because it is fashionable and I can readily change it to fit on various clothes. The price is quite reasonable. I feel comfortable for its good after-sale service. Its specification is high relative to the price (it is a good buy). I expect it to be priced highly when re-sold or traded-in. It is a commemorative or limited model The brand is not what many people own. Others Total(n=1371) Male(n=689) Female(n=682) 1.3 E58 Prioritizing fashionableness Prioritizing practical use * The top reason for preferring a specific brand was Good design, followed by Expensive but famous brand and Good quality and material. * The ranking shows that while men regard watches as a tool, placing importance on functions and quality and material, women positioned watches as a fashion item, placing emphasis mostly on design. * In addition, men were highly conscious about price, e.g. reasonable price and good value for the money, while many female respondents were interested in Good after-sale service and priced highly when re-selled and traded-in, which reflected their high dependence on a sense of security after purchasing. ; 36

37 Research before purchasing a watch (all) % 2014Total(n=1500) 60.5% Did research in advance Research before purchasing a watch (male) Total male Male 20s Male 30s Male 40s Male 50s n=750 n=133 n=188 n=207 n=222 Did research in advance Did not do research in advance (bought it on impulse at the ; sought advice from the sales representative) Did not do research in advance (bought it on impulse at the ; sought advice from the sales representative) Research before purchasing a watch (female) Total female Female 20s Female 30s Female 40s Female 50s n=750 n=217 n=177 n=183 n=173 E60 Did research in advance Did not do research in advance (bought it on impulse at the ; sought advice from the sales representative) E61 Research before purchasing a watch (in and outside the Tokyo metropolitan region) Tokyo metropolitan area (Shutoken) Hokkaido and Tohoku Outside of Shutoken n=600 n=900 Did research in advance Did not do research in advance (bought it on impulse at the ; sought advice from the sales representative) E62 * The Tokyo metropolitan region refers to Tokyo, Kanagawa, Chiba and Saitama. Research before purchasing a watch (by region: 5 geographic divisions) Kanto and Koshinetsu Chubu and Hokuriku Kansai Chugoku, Shikoku and Kyushu n=134 n=698 n=163 n=282 n=223 Did research in advance Did not do research in advance (bought it on impulse at the ; sought advice from the sales representative) E63 37 * Approximately 60% of all respondents did research in advance before buying a watch. * In comparing male and female responses, there was a stronger tendency among males to conduct advance research, especially among those in their 30s through 50s. While the percentage respondents who did research in advance before buying a watch was high at 60% for females in their 30s and 40s, females overall are more likely to select products at the than males do. * In comparing respondents in and outside the Tokyo metropolitan region, more respondents in the Tokyo metropolitan region did not research in advance than those outside the region, showing a stronger tendency for selecting products at the.

38 Kind of research done in advance Survey samples are those who responded did research in advance to the question asking whether research was done in advance in buying a watch Price Design Specifications (material, processing, waterproofing, etc.) Brand (history, concept, culture, tradition) Reviews and word-of-mouth communication with general buyers Where I can buy it for the lowest price Content and substantiality of after-sale service Things I have heard about the product Location of Whether the brand has high recognition and a good image Whether it is a popular brand Opinions of watch critics and evaluation by magazines Word-of-mouth communication with acquaintances and friends Recommendation by sales representative Other Total(n=907) Male(n=489) Female(n=418) E64 * Most popular reasons for purchasing a watch in 2014 were Price, Design and Specifications. * Male respondents showed attachment to the product itself such as Specifications, Brand (history, concept, culture, tradition), Reviews and word-of-month communication with general buyers, Things I have heard about the product and Opinions of watch critics and evaluation by magazines as well as needs for added value such as Background of the brand. * Meanwhile, females indicated a strong tendency to seek value in fashionability such as Design, Location of and content and substantiality of after-sale service as well as reliability and security in purchasing a product. In addition, Price and Where I can buy it at the lowest price ranked relatively high, indicating that females tend to seek a reasonable price more than males do. 38

39 Media which are influential in purchasing a watch (all) The Internet or the makers or brands homepages Informational website Product display at the Magazine articles Online community, message boards Magazine ads Recommendation by sales representative Fairs held at department s and watch s Word-of-mouth communication with friends, acquaintances, family, etc. TV commercials TV programs Newspaper articles Newspaper ads Ad inserts Movies (DVD) Ads or billboards on the street Ads on public transportation (posters in stations, stickers on trains and etc.) Free papers; free magazines Radio programs Radio commercials Other New choices in the 2012 survey 2010: Total 2012: Total 2014: Total * The Internet or makers or brands homepages was the most utilized media influential in deciding whether or not to buy a watch. Comparing with the 2012 survey result, Information website overtook Product display at the as the 2nd most utilized media. The result proved that the Internet had become an essential media for consumers to gather information to make purchasing decisions. * Meanwhile, there was also a high dependence on Product display at the and Magazine articles, which is an indication that distributors are expected to take advertising and promotional strategies based on a set of well-balanced tangible and intangible elements. * Consumers appear to be making the combined use of the information disseminated by the brands on brands homepages, information obtained from other consumers on the Internet on Online community, message boards and real information obtained at the in making purchasing decisions. 39

40 Media which are influential in decision-making of buying a watch (male) Total male Male 20s Male 30s Male 40s Male 50s n=485 n=466 n=489 n=106 n= 76 n= 77 n=118 n=145 n=125 n=150 n=133 n=139 n=111 n=112 n=148 The Internet or the makers or brands homepages Informational website Product display at the Magazine articles Online community, message boards Magazine ads Recommendation by sales representative Fairs held at department s and watch s Word-of-mouth communication with friends, acquaintances, family, etc. * TV commercials TV programs Newspaper articles Newspaper ads Ad inserts Movies (DVD) Ads or billboards on the street Ads on public transportation (posters in stations, stickers on trains and etc.) Free papers; free magazines Radio programs Radio commercials Other * 2012 New choice from the survey Media which are influential in purchasing a watch (female) Total Female Female 20s Female 30s Female 40s Female 50s n=409 n=415 n=418 n= 89 n=111 n=109 n=117 n=126 n=107 n=124 n=100 n=108 n= 79 n= 78 n= 94 The Internet or the makers or brands homepages Informational website Product display at the Magazine articles Online community, message boards Magazine ads Recommendation by sales representative Fairs held at department s and watch s Word-of-mouth communication with friends, acquaintances, family, etc. * TV commercials TV programs Newspaper articles Newspaper ads Ad inserts Movies (DVD) Ads or billboards on the street Ads on public transportation (posters in stations, stickers on trains and etc.) Free papers; free magazines Radio programs Radio commercials Other * 2012 New choice from the survey E69 * There was a tendency among males to place importance on information from the Internet while females preferred the combined use of the Internet and the front. Recommendation by sales representative moved up in the ranking for both males and females compared with the 2012 survey result, reflecting that consumers placed much value on gathering information on the Internet as well as real information obtained at the. 40

41 Magazine subscription ranking (by sex) 2010Total male 2012Total male 2014Total male Order Name of magazine subscribed to (n=750) Order Name of magazine subscribed to (n=750) Order Name of magazine subscribed to (n=750) 1 Otona no Shuumatsu 11.5 To 3rd place 1 Sekai no Udedokei 6.7 To 2nd place 1 Otona no Shuumatsu Sekai no Udedokei 8.9 To 1st place 2 Otoko no Kakurega 5.6 To 3rd place 2 Sekai no Udedokei Otoko no Kakurega 8.5 To 2nd place 3 Otona no Shuumatsu 5.5 To 1st place 3 Otoko no Kakurega Sarai Sarai 4.8 To 5th place 4 BRUTUS mono magazine mono magazine 4.7 To 9th place 5 Sarai Nikkei Otona no OFF 6.9 To 13th place 6 LEON 4.1 To 7th place 5 Nikkei Otona no OFF MEN'S NON-NO 6.9 To 12th place 7 Gainer 4.0 To 17th place 7 LEON BRUTUS 6.7 To 10th place 8 GetNavi 3.9 To 16th place 8 Begin LEON 5.9 To 6th place 9 GoodsPress GoodsPress Tarzan 5.9 To 10th place 10 BRUTUS 3.5 To 4th place 9 mono magazine MEN'S CLUB 5.7 To 17th place 10 Tarzan 3.5 To 13th place 9 Tokei Begin GoodsPress 5.6 To 9th place 12 MEN'S NON-NO 3.3 To 14th place 12 pen Tokei Begin 5.2 To 14th place 13 Nikkei Otona no OFF 3.1 To 5th place 13 Tarzan Begin 4.9 To 19th place 14 Tokei Begin 2.8 To 9th place 14 MEN'S NON-NO Sanpo no Tatsujin 4.7 Ranked out 15 pen 2.5 To 12th place 15 Best Car 2.4 Ranked in 15 GetNavi 4.7 To 8th place 15 smart 2.5 Ranked out 16 GetNavi smart 3.5 To 15th place 17 MEN'S CLUB 2.4 To 20th place 17 Sanpo no Tatsujin 1.9 Ranked in 18 Jiyuujin 3.3 Ranked out 17 MEN'S EX 2.4 Ranked out 17 Ikkojin Gainer 3.3 To 7th place 19 Begin 2.0 To 8th place 17 Gainer Ikkojin Ikkojin 1.9 To 17th place 20 MEN'S CLUB PRESIDENT 1.6 Ranked in E Total female 2012Total female 2014Total female Order Name of magazine subscribed to (n=750) Order Name of magazine subscribed to (n=750) Order Name of magazine subscribed to (n=750) 1 MORE MORE 9.3 To 2nd place 1 STORY With 10.9 To 6th place 2 STORY 8.7 To 1st place 2 MORE STORY 10.4 To 2nd place 3 VERY 8.5 To 5th place 2 Oggi Oggi 10.3 To 9th place 4 Biteki Biteki CLASSY CLASSY. 7.9 To 7th place 5 VERY Nikkei Woman 9.5 To 7th place 6 With 7.6 To 8th place 6 Nikkei Woman VERY 8.8 To 3rd place 7 Nikkei Woman 7.1 To 6th place 7 CLASSY Katei Gaho 7.1 To 14th place 8 anan 6.4 To 9th place 8 With anan 6.8 To 8th place 9 Oggi 5.6 To 2nd place 9 anan Fujin Gaho 6.8 To 17th place 10 ViVi 5.2 To 9th place 9 ViVi AneCan 6.4 To 17th place 11 LEE 4.8 To 17th place 11 Domani ViVi 6.3 To 10th place 12 VoCE 4.0 To 16th place 11 AneCan LEE 6.0 To 11th place 13 CanCam 3.9 To 14th place 13 Katei Gaho Biteki 5.6 To 4th place 14 Katei Gaho 3.7 To 13th place 14 CanCam CanCam 5.2 To 13th place 15 JJ 3.3 To 14th place 14 JJ JJ MAQUIA 3.2 To 18th place 16 VoCE MAQUIA 4.8 To 16th place 17 Fujin Gaho 3.1 To 19th place 17 LEE VoCE 4.3 To 12th place 17 AneCan 3.1 To 11th place 18 MAQUIA Domani 4.1 To 21th place 19 FRaU 2.8 To 21th place 19 Fujin Gaho Sarai 4.0 Ranked out 20 Mrs. 2.7 Ranked out 20 Bisuto 2.5 Ranked in 21 Fujin Koron 3.9 Ranked out 21 Domani 2.5 To 11th place 21 Fujin Koron Fujin Koron FRaU CREA 2.5 Ranked out * Popular choices among male samples were Fashion/lifestyle magazines, Watch specialty magazines and Gadget magazines. Magazines that propose high quality, mature lifestyle such as BRUTUS and Nikkei Otona no OFF rose significantly in the rankings. Car magazine Best Car and general business magazine PRESIDENT newly ranked in the top 20. * Fashion/lifestyle magazines was the dominant response among females. In 2014, magazines that target readers around their 30s such as Oggi, Domani and AneCan moved up in the rankings with the increase in working women. 41 E73

42 Magazine which motivates to buy a watch* * Magazine that motivates to buy a watch is defined as those that are subscribed by people who satisfy the following conditions: People who selected either Magazine ads or Magazine articles to the question What source of information do you put importance on when purchasing a watch? Proportion of those who chose either Magazine ads or Magazine articles (male) Proportion of those who chose either Magazine ads or Magazine articles (female) magazine subscription ranking vs. magazine ranking which motivates to buy a watch (male) 2014Total male 2014Total male Order Name of magazine subscribed to (n=750) Order Magazine that motivates to buy a watch (n=750) 1 Otona no Shuumatsu 7.2 To 2nd place 1 Sekai no Udedokei Sekai no Udedokei 6.5 To 1st place 2 Otona no Shuumatsu Otoko no Kakurega 5.3 To 9th place 3 BRUTUS BRUTUS 4.9 To 3rd place 4 Sarai Sarai 4.3 To 4th place 4 Tokei Begin Nikkei Otona no OFF 4.3 To 9th place 6 LEON LEON 3.9 To 6th place 7 pen Begin 3.2 To 11th place 7 Tarzan GoodsPress 3.1 To 11th place 9 Otoko no Kakurega mono magazine 3.1 To 11th place 9 Nikkei Otona no OFF Tokei Begin 3.1 To 4th place 11 GoodsPress pen 2.9 To 7th place 11 Begin Tarzan 2.8 To 7th place 11 mono magazine MEN'S NON-NO 2.5 To 16th place 14 GetNavi Best Car 2.4 To 18th place 15 Gainer GetNavi 2.3 To 14th place 16 MEN'S NON-NO Sanpo no Tatsujin 1.9 To 20th place 16 MEN'S CLUB Ikkojin 1.9 To 22th place 18 BestGear 3.3 Ranked in 17 Gainer 1.9 To 15th place 18 Best Car MEN'S CLUB 1.6 To 16th place 20 Sanpo no Tatsujin PRESIDENT 1.6 To 22th place 20 MEN'S EX Jiyuujin 2.0 Ranked in 22 Ikkojin PRESIDENT magazine subscription ranking vs. magazine ranking which motivates to buy a watch (female) 2014Total female 2014Total female Order Name of magazine subscribed to (n=750) Order Magazine that motivates to buy a watch (n=750) 1 STORY STORY MORE 9.6 To 4th place 2 Oggi Oggi 9.6 To 2nd place 3 VERY Biteki 8.8 To 5th place 4 MORE VERY 8.7 To 3rd place 5 CLASSY Nikkei Woman 8.0 To 7th place 5 Biteki CLASSY. 7.9 To 5th place 7 Nikkei Woman With With anan 5.5 To 13th place 9 Domani ViVi 5.5 To 11th place 10 AneCan Domani 4.4 To 9th place 11 Katei Gaho AneCan 4.4 To 10th place 11 ViVi Katei Gaho 4.1 To 11th place 13 anan CanCam 3.9 To 13th place 13 CanCam JJ 3.9 To 15th place 15 LEE VoCE 3.5 To 15th place 15 JJ LEE 3.3 To 15th place 15 VoCE MAQUIA 3.2 To 19th place 18 Bisuto Fujin Gaho 2.9 To 20th place 19 MAQUIA Bisuto 2.5 To 18th place 20 Fujin Gaho Fujin Koron 2.4 To 20th place 21 BRUTUS FRaU FRaU 3.8 E76 * Popular among male samples in 2014 were Watch specialty magazines and Gadget magazines that offer much product information, and these kinds of magazines ranked high. Tokei Begin, pen and Tarzan rose significantly in the rankings. * Females primarily preferred Fashion/lifestyle magazines for the young and middle-aged. In particular, magazines for middle-aged working women moved up significantly in the rankings. 42

43 Magazine which motivates to buy a watch: by favorite function (male) <Reference material> 2014 Otona no Sekai no Shuumats Udedokei u BRUTUS Sarai Tokei Begin LEON pen Tarzan Otoko no Kakurega Nikkei GoodsPre Otona no ss OFF Begin mono magazine GetNavi Gainer MEN'S NON-NO MEN'S CLUB BestGear Best Car Sanpo no Tatsujin MEN'S EX Jiyuujin Ikkojin PRESIDEN T Total male(n=153) Malemanual sinding(n=28) Maleautomatic winding(n=76) Malequartz(n=49) Maletotal mechanical(n=104) E76-2 Magazine which motivates to buy a watch: by favorite function (female) <Reference material> 2014 STORY Oggi VERY MORE CLASSY. Biteki Nikkei Woman With Domani AneCan Katei Gaho ViVi anan CanCam LEE JJ VoCE Bisuto MAQUIA Fujin Gaho BRUTUS FRaU Total female(n=183) Femalemanual sinding(n=31) Femaleautomatic winding(n=83) Femalequartz(n=69) Femaletotal mechanical(n=114) E

44 Purchase price of watch owned by region *The list is created based on the purchase price of the most favorite watch out of all watches owned. 2010Total(n=1370) 2012Total(n=1324) 2014Total(n=1269) 6.6% 2.3% 11.5% 11.2% 9.6% 11.0% 4.8% 17.5% 12.8% 12.6% 5.1% 8.5% 1.5% 11.1% 10.0% 8.4% 12.1% 11.0% 19.8% 12.7% 3.9% 7.8% 3.8% Less than 10,000 yen 16.2% 10,000 30,000 yen 30,000 50,000 yen 11.0% 50, ,000 yen 8.9% 7.0% 14.2% 100, ,000 yen 150, ,000 yen 200, ,000 yen 300, ,000 yen 12.8% 14.3% 500,000 1,000,000 yen 1,000,000+yen E43 Purchase price of watch owned (By region: 5 geographical divisions) Hokkaido and Tohoku Kanto and Koshinetsu Chubu and Hokuriku Kansai Chugoku,Shikoku and Kyushu n=126 n=134 n=109 n=637 n=615 n=590 n=167 n=175 n=137 n=274 n=234 n=246 n=166 n=166 n=187 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen E45 * Many survey samples in Hokkaido and Tohoku responded 10,000 50,000 yen, indicating the inclination for lower-priced products than those in other regions. * In Kanto and Koshinetsu, Chubu and Hokuriku and Kansai, there was a polarization between the low price range and the mid-to-high price range. * In Kansai and Chugoku, Shikoku and Kyushu, there were somewhat more users that own a luxury watch of 500,000 yen or above. Users of a luxury watch of 500,000 yen or above rose in other regions as well, suggesting a growth in consumption of luxury watches in all regions. 44

45 Price range of watch you want to buy by region *The list is created based on the purchase price of the watch you want the most out of all watches. 2010: Total (n=1040) 2012: Total (n=1305) 2014: Total (n=1266) Price range of watch you want to buy (By region: 5 geographical divisions) Hokkaido and Tohoku Kanto and Koshinetsu Chubu and Hokuriku Kansai Chugoku, Shikoku and Kyushu Less than 10,000 yen 10,000-30,000 yen 30,000-50,000 yen 50, ,000 yen 100, ,000 yen 150, ,000 yen 200, ,000 yen 300, ,000 yen 500,000-1,000,000 yen 1,000,000+yen * Response rates for the price range of 100, ,000 yen expanded on a nationwide basis. The lowering of price range stopped, and needs for the middle price range rose. * The percentages of respondents who want to purchase a watch costing 300,000 yen or above were, in descending order: 39.8% in Kansai, 39.0% in Chubu and Hokuriku, 36.5% in Kanto and Koshinetsu, 31.7 % in Hokkaido and Tohoku and 27.9% in Chugoku, Shikoku and Kyushu. This indicated continuation of high purchasing power in Kansai in * The percentages of respondents who want to purchase a watch costing 1,000,000 or above increased from the previous survey in 2012, with 8.4% in Hokkaido and Tohoku and 7.5% in Kanto and Koshinetsu, indicating a growing needs for high price range. Less than 10,000 yen 10,000-30,000 yen 30,000-50,000 yen 50, ,000 yen 100, ,000 yen 150, ,000 yen 200, ,000 yen 300, ,000 yen 500,000-1,000,000 yen 1,000,000+yen Response rates for the price range of 30, ,000 increased 45

46 Brand of watch owned by region 2010 SEIKO CASIO CITIZEN SWATCH OMEGA ROLEX GUCCI TAG HEUER CARTIER BVLGARI HERMES agnes.b. FOLLI FOLLIE Total(n=1500) Hokkaido and Tohoku(n=141) Kanto and koshineetsu(n=696) Chubu and Hokuriku(n=185) Kansai(n=293) Chugoku,Shikoku and Kyushu(n=185) LONGI NES DIOR ck CALVIN KLEIN COACH TIFFANY BUR BERRY RADO DUNHILL 2012 CASIO SEIKO CITIZEN OMEGA ROLEX SWATCH CARTIER GUCCI TAG HEUER agnes.b. BVLGARI HERMES LONGI NES FOLLI FOLLIE CHANEL DIESEL Paul Smith BUR BERRY HAMIL TON RADO Total(n=1500) Hokkaido and Tohoku(n=157) Kanto and koshineetsu(n=691) Chubu and Hokuriku(n=198) Kansai(n=267) Chugoku,Shikoku and Kyushu(n=187) CASIO SEIKO CITIZEN OMEGA ROLEX SWATCH GUCCI BVLGARI TAG HEUER CARTIER HERMES agnes.b. FOLLI FOLLIE CHANEL LONGI NES HAMIL TON DIESEL BUR BERRY COACH FENDI Total(n=1500) Hokkaido and Tohoku(n=134) Kanto and koshineetsu(n=698) Chubu and Hokuriku(n=163) Kansai(n=282) Chugoku,Shikoku and Kyushu(n=223) E42 * There were many owners of well-known luxury watches and high-end fashion watches such as ROLEX, SWATCH, BVLGARI, TAG HEUER, CARTIER, and HERMES in Kansai. * The owner ratio of brands such as GUCCI, BVLGARI, FOLLI FOLLIE and CHANEL which rose in the 2014 survey was higher in Kanto and Koshinetsu than other regions. 46

47 Brand of watch you want by region 2010 ROLEX OMEGA CARTIER BVLGARI FRANCK MULLER SEIKO HERMES TAG HEUER TIFFANY CHANEL GUCCI CASIO LOUIS VUITTON CITIZEN BREITLIN G BUR BERRY SWATCH COACH IWC CHOPAR D agnes.b. Total(n=1500) Hokkaido and Tohoku(n=141) Kanto and koshineetsu(n=696) Chubu and Hokuriku(n=185) Kansai(n=293) Chugoku,Shikoku and Kyushu(n=185) ROLEX OMEGA CARTIER FRANCK MULLER BVLGARI SEIKO HERMES TAG HEUER CASIO CHANEL TIFFANY CITIZEN GUCCI LOUIS BREITLIN VUITTON G BUR BERRY COACH IWC agnes.b. DIOR Total(n=1500) Hokkaido and Tohoku(n=157) Kanto and koshineetsu(n=691) Chubu and Hokuriku(n=198) Kansai(n=267) Chugoku,Shikoku and Kyushu(n=187) ROLEX OMEGA CARTIER BVLGARI SEIKO FRANCK MULLER TAG HEUER CASIO HERMES CITIZEN CHANEL TIFFANY GUCCI Total(n=1500) Hokkaido and Tohoku(n=134) Kanto and koshineetsu(n=698) Chubu and Hokuriku(n=163) Kansai(n=282) Chugoku,Shikoku and Kyushu(n=223) E51 * The top 3 luxury brands, i.e. ROLEX, OMEGA and CARTIER were in high demand in Kanto and Koshinetsu and Chubu, Shikoku and Kyushu (including Okinawa). * There were somewhat high needs for luxury jewelry brand watches such as CARTIER, BVLGARI and TIFFANY in Kanto and Koshinetsu and Chubu, Shikoku and Kyushu. 47 BREITLI NG LOUIS VUITTON HARRY WINSTON BUR BERRY HAMIL TON agnes.b. AUDEMA RS PIGUET

48 Purchase of watch in 2013 (All) 2012Total(n=1500) 2014Total(n=1500) 54.6% 31.0% I bought one before the earthquake disaster I bought one after the earthquake disaster I didn't buy one 22.2% I bought one I didn't buy one 14.4% 77.8% Purchase of watch in 2013 (Male) Total male Male 20s Male 30s Male 40s Male 50s n=750 n=750 n=144 n=133 n=216 n=188 n=207 n=207 n=183 n=222 I bought one I didn't buy one Purchase of watch in 2013 (Female) Total Female Female 20s Female 30s Female 40s Female 50s n=750 n=750 n=224 n=217 n=196 n=177 n=175 n=183 n=155 n=173 I bought one I didn't buy one E159 * In 2013, 22.2% of the respondents purchased a watch. *Among those who purchased a watch, the ratios of males and females in their 20s were high. This shows that younger generations seem to have a strong willingness to buy a watch. 48

49 Brand of watch you purchased in 2013 (all ) (by sex) 2012Total(n=681) 2014Total(n=333) Order Brand Order Brand 1 CASIO CASIO SEIKO SEIKO CITIZEN CITIZEN ROLEX 7.6 To 5th place 4 OMEGA OMEGA 5.6 To 4th place 5 ROLEX agnes.b. 4.4 To 18th place 6 GUCCI BVLGARI 4.4 To 9th place 7 CARTIER CARTIER 4.4 To 7th place 8 TAG HEUER SWATCH 4.3 To 13th place 9 BURBERRY TAG HEUER 3.8 To 8th place 9 BVLGARI GUCCI 3.2 To 6th place 9 HAMILTON FOLLI FOLLIE 2.3 To 13th place 12 DIESEL CHANEL 2.1 To 31th place 13 EMPORIO ARMANI DIESEL 2.1 To 12th place 13 FOLLI FOLLIE HERMES 1.8 To 21th place 13 FRANCK MULLER COACH 1.6 To 21th place 13 NIXON SKAGEN 1.6 To 21th place 13 SWATCH BURBERRY 1.5 To 9th place 18 agnes.b BREITLING 1.2 To 31th place 18 Fossil Paul Smith 1.2 To 38th place 18 Marc by Marc Jacobs FRANCK MULLER 1.0 To 13th place 21 AUDEMARS PIGUET Marc by Marc Jacobs 1.0 To 18th place 21 BLANCPAIN NIXON 1.0 To 13th place 21 COACH TIFFANY GaGa MILANO HAMILTON 0.9 To 9th place 21 HERMES DUNHILL 0.7 To 31th place 21 PATEK PHILIPPE LONGINES 0.7 To 31th place 21 RADO ORIS 0.7 To 52th place 21 SKAGEN EMPORIO ARMANI 0.6 To 13th place 21 TIFFANY FENDI 0.6 To 38th place 21 TISSOT PANERAI 0.6 To 31th place 31 BREITLING AUDEMARS PIGUET 0.4 To 21th place 31 CHANEL ck CALVIN KLEIN 0.4 To 38th place 31 CHOPARD DIOR 0.4 To 38th place 31 DUNHILL Century 0.3 To 52th place 31 LONGINES GaGa MILANO 0.3 To 21th place 31 LOUIS VUITTON RADO 0.3 To 21th place 31 PANERAI TISSOT 0.3 To 21th place 38 BALL Watch BLANCPAIN 0.1 To 21th place 38 BAUME & MERCIER CHAUMET 0.1 To 52th place 38 BERING GIRARD-PERREGAUX 0.1 To 52th place 38 BREGUET Montblanc 0.1 To 52th place 38 ck CALVIN KLEIN TENDENCE 0.1 To 52th place 38 DIOR Van Cleef & Arpel 0.1 To 52th place 38 FENDI BAUME & MERCIER To 38th place 38 HARRY WINSTON BREGUET To 38th place 38 HUBLOT CHOPARD To 31th place 38 IWC EBEL To 52th place 38 MONDAINE FREDERIQUE CONSTANT To 52th place 38 Paul Smith HARRY WINSTON To 38th place 38 PIAGET IWC To 38th place 38 VACHERON CONSTANTIN JAEGER-LECOULTRE To 52th place 52 BULOVA 45 JUNGHANS To 52th place 52 Century 45 LOUIS VUITTON To 31th place 52 CHAUMET 45 PATEK PHILIPPE To 21th place 52 EBEL 45 PIAGET To 38th place 52 EDOX 45 VACHERON CONSTANTIN To 38th place 52 FREDERIQUE CONSTANT 45 ZENITH To 52th place 52 GIRARD-PERREGAUX 52 JAEGER-LECOULTRE 52 JUNGHANS 52 Montblanc 52 NOMOS Glashutte 52 ORIS 52 TENDENCE 52 Van Cleef & Arpel 52 ZENITH 52 ZEPPELIN E Male(n=341) 2014Male(n=181) Order Brand Order Brand 1 CASIO CASIO SEIKO SEIKO CITIZEN CITIZEN ROLEX 10.0 To 5th place 4 OMEGA OMEGA 7.3 To 4th place 5 ROLEX TAG HEUER 5.9 To 8th place 6 GUCCI BVLGARI 3.5 To 11th place 6 HAMILTON SWATCH 3.2 To 11th place 8 TAG HEUER CARTIER 2.9 To 18th place 9 BURBERRY BREITLING 2.3 To 18th place 9 DIESEL BURBERRY 2.3 To 9th place 11 BLANCPAIN DIESEL 2.3 To 9th place 11 BVLGARI GUCCI 2.1 To 9th place 11 FRANCK MULLER agnes.b. 1.8 To 43th place 11 NIXON Paul Smith 1.8 To 28th place 11 RADO SKAGEN 1.8 To 43th place 11 SWATCH DUNHILL 1.5 To 18th place 11 TISSOT FRANCK MULLER 1.5 To 11th place 18 AUDEMARS PIGUET CHANEL 1.2 To 43th place 18 BREITLING HAMILTON 1.2 To 6th place 18 CARTIER LONGINES 1.2 To 18th place 18 COACH PANERAI 1.2 To 18th place 18 DUNHILL EMPORIO ARMANI 0.9 To 18th place 18 EMPORIO ARMANI NIXON 0.9 To 11th place 18 Fossil ORIS 0.9 To 43th place 18 GaGa MILANO ck CALVIN KLEIN 0.6 To 28th place 18 LONGINES HERMES 0.6 To 28th place 18 PANERAI TIFFANY 0.6 To 43th place 28 BALL Watch TISSOT 0.6 To 11th place 28 BAUME & MERCIER AUDEMARS PIGUET 0.3 To 18th place 28 BERING BLANCPAIN 0.3 To 11th place 28 CHOPARD FENDI 0.3 To 28th place 28 ck CALVIN KLEIN GIRARD-PERREGAUX 0.3 To 43th place 28 DIOR Marc by Marc Jacobs 0.3 To 43th place 28 FENDI Montblanc 0.3 To 43th place 28 FOLLI FOLLIE RADO 0.3 To 11th place 28 HERMES BAUME & MERCIER To 28th place 28 HUBLOT BREGUET 28 IWC Century 28 LOUIS VUITTON CHAUMET 28 PATEK PHILIPPE CHOPARD To 28th place 28 Paul Smith COACH To 18th place 28 PIAGET DIOR To 28th place 43 agnes.b. 37 EBEL 43 BULOVA 37 FOLLI FOLLIE To 28th place 43 BREGUET 37 FREDERIQUE CONSTANT 43 Century 37 GaGa MILANO To 18th place 43 CHANEL 37 HARRY WINSTON 43 CHAUMET 37 IWC To 28th place 43 EBEL 37 JAEGER-LECOULTRE 43 EDOX 37 JUNGHANS 43 FREDERIQUE CONSTANT 37 LOUIS VUITTON To 28th place 43 GIRARD-PERREGAUX 37 PATEK PHILIPPE To 28th place 43 HARRY WINSTON 37 PIAGET To 28th place 43 JAEGER-LECOULTRE 37 TENDENCE 43 JUNGHANS 37 VACHERON CONSTANTIN 43 Marc by Marc Jacobs 37 Van Cleef & Arpel 43 Montblanc 37 ZENITH 43 MONDAINE 43 NOMOS Glashutte 43 ORIS 43 SKAGEN 43 TENDENCE 43 TIFFANY 43 VACHERON CONSTANTIN 43 Van Cleef & Arpel 43 ZENITH 43 ZEPPELIN Female(n=340) 2014Female(n=152) Order Brand Order Brand 1 SEIKO SEIKO CASIO CASIO CITIZEN CITIZEN agnes.b. 7.1 To 7th place 4 CARTIER CARTIER 5.9 To 4th place 5 GUCCI BVLGARI 5.3 To 7th place 5 OMEGA ROLEX 5.3 To 11th place 7 agnes.b SWATCH 5.3 To 16th place 7 BVLGARI FOLLI FOLLIE 4.7 To 7th place 7 FOLLI FOLLIE GUCCI 4.4 To 5th place 7 Marc by Marc Jacobs OMEGA 3.8 To 5th place 11 BURBERRY COACH 3.2 To 25th place 11 EMPORIO ARMANI CHANEL 2.9 To 16th place 11 ROLEX HERMES 2.9 To 16th place 11 SKAGEN DIESEL 1.8 To 16th place 11 TIFFANY Marc by Marc Jacobs 1.8 To 7th place 16 CHANEL TAG HEUER 1.8 To 16th place 16 DIESEL SKAGEN 1.5 To 7th place 16 Fossil TIFFANY 1.5 To 11th place 16 FRANCK MULLER NIXON 1.2 To 16th place 16 HERMES DIOR 0.9 To 34th place 16 NIXON FENDI 0.9 To 34th place 16 PATEK PHILIPPE AUDEMARS PIGUET 0.6 To 25th place 16 SWATCH BURBERRY 0.6 To 11th place 16 TAG HEUER Century 0.6 To 34th place 25 AUDEMARS PIGUET FRANCK MULLER 0.6 To 16th place 25 BREGUET GaGa MILANO 0.6 To 25th place 25 CHOPARD HAMILTON 0.6 To 34th place 25 COACH ORIS 0.6 To 34th place 25 GaGa MILANO Paul Smith 0.6 To 34th place 25 HARRY WINSTON CHAUMET 0.3 To 34th place 25 LOUIS VUITTON ck CALVIN KLEIN 0.3 To 34th place 25 MONDAINE EMPORIO ARMANI 0.3 To 11th place 25 VACHERON CONSTANTIN LONGINES 0.3 To 34th place 34 BALL Watch 31 RADO 0.3 To 34th place 34 BAUME & MERCIER 31 TENDENCE 0.3 To 34th place 34 BERING 31 Van Cleef & Arpel 0.3 To 34th place 34 BLANCPAIN 38 BAUME & MERCIER 34 BULOVA 38 BLANCPAIN 34 BREITLING 38 BREGUET To 25th place 34 Century 38 BREITLING 34 CHAUMET 38 CHOPARD To 25th place 34 ck CALVIN KLEIN 38 DUNHILL 34 DIOR 38 EBEL 34 DUNHILL 38 FREDERIQUE CONSTANT 34 EBEL 38 GIRARD-PERREGAUX 34 EDOX 38 HARRY WINSTON To 25th place 34 FENDI 38 IWC 34 FREDERIQUE CONSTANT 38 JAEGER-LECOULTRE 34 GIRARD-PERREGAUX 38 JUNGHANS 34 HAMILTON 38 LOUIS VUITTON To 25th place 34 HUBLOT 38 Montblanc 34 IWC 38 PANERAI 34 JAEGER-LECOULTRE 38 PATEK PHILIPPE To 16th place 34 JUNGHANS 38 PIAGET 34 LONGINES 38 TISSOT 34 Montblanc 38 VACHERON CONSTANTIN To 25th place 34 NOMOS Glashutte 38 ZENITH 34 ORIS 34 PANERAI 34 Paul Smith 34 PIAGET 34 RADO 34 TENDENCE 34 TISSOT 34 Van Cleef & Arpel 34 ZENITH 34 ZEPPELIN E161-2 * Among watches purchased in 2013, the three domestic watch brands, CASIO, SEIKO and CITIZEN dominated the top places. * Casual watches such as reasonably-priced licensed and imported fashion watch brands ranked the upper places and this reflects the high number of purchasers of watches in younger generations as illustrated on the previous page. Casual watches increased in sales due to expansion of sales channels including ping centers, s within the station building, internet sites and outlets. 49

50 Place where you bought a watch in 2013(All) 2012 Watch section at a department Online Watch and clock specialty ; jew elry Mass retailer; discount Duty free ; overseas Brand boutique Select Person-toperson trade Mail-order Parallel import () Antique Used clock () Total(n=681) Male(n=341) Female(n=340) New choices in the 2014 survey Others 2014 Watch section at a department Online Watch and clock specialty ; jew elry Mass retailer; discount Duty free ; overseas Brand boutique Select Person-toperson trade Mail-order Parallel import () Antique Used clock () Total(n=333) Male(n=181) Female(n=152) * New Not in choices the 2014 in survey the 2014 survey * In 2013, popular places where watches were purchased were Watch section at a department, Internet (Online s) and Watch and clock specialty ; jewelry in this order. * Compared with the 2012 survey, Internet (Online s) showed growth and acquired an essential position as a sales channel by moving up to 2 nd place passing Watch and clock specialty ; jewelry. * Among male respondents, the ratio of Internet (Online s) is particular high, followed by Watch and clock specialty ; jewelry, Mass retailer; discount and Watch section at a department, while, among females, Watch section at a department was at the top, followed by Watch and clock specialty ; jewelry, Internet (Online s), Mass retailer; discount and Duty free ; overseas in this order. Others 50

51 Timing of purchasing a watch in 2013(All) Timing of purchasing a watch in 2013(Male) On non-special occasions regardless of the event 54.9 (including Bonuses Birthday Bargain Promotion, job change New job Christmas Anniversary/pair watches Return for betrothal gift Valentine's Day Other Total(n=681) *Not 2014 in the survey Purchase after the earthquake * 0.4 (For an asset, a reward to oneself, a symbol of bond etc.) 2014Total(n=333) E165 Timing of purchasing a watch in 2013(Female) Total male Male 20s Male 30s Male 40s Male 50s n=341 n=181 n= 93 n= 42 n= 90 n= 42 n= 83 n= 49 n= 75 n= 48 On non-special occasions regardless of the event (including Bonuses Birthday Bargain Promotion, job change New job Christmas Anniversary/pair watches Return for betrothal gift Valentine's Day Other Purchase after the earthquake * (For an asset, a reward to oneself, a symbol of bond etc.) * Not in the survey Total Female Female 20s Female 30s Female 40s Female 50s n=340 n=152 n=127 n= 66 n= 81 n= 32 n= 63 n= 31 n= 69 n= 23 On non-special occasions regardless of the event (including Bonuses Birthday Bargain Promotion, job change New job Christmas Anniversary/pair watches Return for betrothal gift Valentine's Day Other Purchase after the earthquake * (For an asset, a reward to oneself, a symbol of bond etc.) * Not in the survey E166 * In 2013, as for the timing of purchasing a watch, On non-special occasions regardless of the event accounts for approximately 60% of all respondents, followed by Bonus and Birthday. * Ordinary purchasing of watches is a tendency stronger among male consumers while females often purchased watches in commemoration of certain events such as Birthday. A female seems to have needs to buy a watch not only for herself but also as a present for a man. * Bonus is popular among males in 20s ad 30s while among females, more so in higher age groups. This seems to reflect the impact of an increasing trend in career pursuing females. 51

52 Reasons for preferring specific brand in 2013 (All) Because I like its design The price is quite reasonable Because its function is good. Because I don't have this type of watch now. Because the quality and material is good. Because it is a famous brand although expensive Its specification is high relative to the price (it is a good buy). Because it is fashionable and I can readily change it to fit on various clothes I feel comfortable for its good after-sale service. It is a commemorative or limited model The brand is not what many people own. I expect it to be priced highly when re-sold or traded-in. Others Total(n=681) 2014Total(n=333) Reasons for preferring specific brand in 2013 (Male) E167 Reasons for preferring specific brand in 2013 (Female) Total male Male 20s Male 30s Male 40s Male 50s n=341 n=181 n= 93 n= 42 n= 90 n= 42 n= 83 n= 49 n= 75 n= 48 Because I like its design The price is quite reasonable Because its function is good Because I don't have this type of watch now Because the quality and material is good Because it is a famous brand although expensive Its specification is high relative to the price (it is a good buy) Because it is fashionable and I can readily change it to fit on various clothes I feel comfortable for its good after-sale service It is a commemorative or limited model The brand is not what many people own I expect it to be priced highly when re-sold or traded-in Others Total Female Female 20s Female 30s Female 40s Female 50s n=340 n=152 n=127 n= 66 n= 81 n= 32 n= 63 n= 31 n= 69 n= 23 Because I like its design The price is quite reasonable Because its function is good Because I don't have this type of watch now Because the quality and material is good Because it is a famous brand although expensive Its specification is high relative to the price (it is a good buy) Because it is fashionable and I can readily change it to fit on various clothes I feel comfortable for its good after-sale service It is a commemorative or limited model The brand is not what many people own I expect it to be priced highly when re-sold or traded-in Others E168 * The most typical reasons for preferring specific brand in 2013 were Good design, Reasonable price and Good function. This order did not change from the 2012 survey while the Reasonable price increased by 8.0 points; great growth from the previous survey. * Male respondents were more attached to practicality and conscious about the product itself as reflected in the high ratios of responses in Good function, Good quality and material and High specifications, while females were more interested in fashionability as seen in the high ratios in Good design, Don t have this type of watch and Fashionable and can readily change it to fit on various clothes. * The ratio of Reasonable price is increasing among male respondents. This shows that in addition to practicality, price appealing will be required to attract male customers. 52

53 *The list is created based on the purchase price of the most favorite watch out of all watches purchased in Purchase price of a watch purchased in 2013(All) 5.9% 3.4% 8.4% 2012Total(n=681) 5.6% 1.5% 5.7% 11.0% 14.7% 17.0% 26.9% 2014Total(n=333) 5.1% 4.5% 3.3% Less than 10,000 yen 10,000 30,000 yen 3.6% 30,000 50,000 yen 20.4% 4.5% 50, ,000 yen 100, ,000 yen 7.5% 24.6% 150, ,000 yen 200, ,000 yen 14.4% 300, ,000 yen 500,000 1,000,000 yen 12.0% 1,000,000+yen Purchase price of a watch purchased in 2013 (Male) Purchase price of a watch purchased in 2013 (Female) Total male Male 20s Male 30s Male 40s Male 50s n=341 n=181 n= 93 n= 42 n= 90 n= 42 n= 83 n= 49 n= 75 n= 48 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen Total Female Female 20s Female 30s Female 40s Female 50s n=340 n=152 n=127 n= 66 n= 81 n= 32 n= 63 n= 31 n= 69 n= 23 Less than 10,000 yen ,000 30,000 yen ,000 50,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen , ,000 yen ,000 1,000,000 yen ,000,000+yen E172 * As for the purchase price, approximately 70% of respondents purchased a watch costing Less than 100,000 yen in This was especially apparent in males and females in their 20s. Approximately 70% for male and 90% for female. * On the other hand, a watch costing 100,000 yen or more was often bought by males in their 50s or above and females in their 30s (In the same age group, the ratio of concerning price is 43.9% for male and 34.46% for female) 53

54 New Questions for

55 Favorite manufacturing country for your watch (All) 2014 Japanese made Swiss made German made American made Others Not interested in country of origin (Not aware of) Favorite manufacturing country for your watch (By sex, By age group) Male Male 20s Male 30s Male 40s Male 50s Japanese made Swiss made German made American made Others Not interested in country of origin (Not aware of) Favorite manufacturing country for your watch (Metropolitan area, Others) Female Female 20s Female 30s Female 40s Female 50s Japanese made Swiss made German made American made Others Not interested in country of origin (Not aware of) Favorite manufacturing country for your watch (by region: 5 regions) Metropolitan area Others Japanese made Swiss made German made American made Others Not interested in country of origin (Not aware of) Chugoku, Hokkaido & Kanto & Chubu & Kansai Shikoku & Tohoku Koshinetsu Hokuriku Kyushu Japanese made Swiss made German made American made Others Not interested in country of origin (Not aware of) * Both Japanese make and Swiss make attained high ratios by cutting the popularity in twain, far ahead of German make (2.3%) and American make (1.1%). * Males tend to prefer Swiss make and females prefer Japanese make. Especially, a watch of Swiss make tends to be loved by middle age groups (40s and 50s) both in males and females. * Meanwhile, respondents of Not interested in country of origin accounted for 25.3%. This shows that there are a certain number of age groups who do not pay attention to the country of origin. Especially, males and females in their 20s and 30s tend not to be interested in the country of origin. * In the region analysis, almost all regions show a strong support for Japanese make while Swiss make is remarkably dominant in Kansai region. 55

56 Image for a watch of Swiss made (All) 2014 High class and luxury Has a long history High brand power Artisan skill, elaborated work High technique for mechanical watches Beautiful design, high designability Nothing in particular Image for a watch of Swiss made (By sex, By age group) Male Male 20s Male 30s Male 40s Male 50s High class and luxury Has a long history High brand power Artisan skill, elaborated work High technique for mechanical watches Beautiful design, high designability Nothing in particular Image for a watch of Swiss made (Metropolitan area, Other area) Total(n=1500) Male(n=750) Female(n=750) 5.2 E238 Female Female 20s Female 30s Female 40s Female 50s High class and luxury Has a long history High brand power Artisan skill, elaborated work High technique for mechanical watches Beautiful design, high designability Nothing in particular Image for a watch of Swiss made (By region: 5 regions) Metropolitan area Others High class and luxury Has a long history High brand power Artisan skill, elaborated work High technique for mechanical watches Beautiful design, high designability Nothing in particular Chugoku, Hokkaido & Kanto & Chubu & Kansai Shikoku & Tohoku Koshinetsu Hokuriku Kyushu High class and luxury Has a long history High brand power Artisan skill, elaborated work High technique for mechanical watches Beautiful design, high designability Nothing in particular * In all respondents, High class and luxury, Has a long history and High brand power occupied the upper places. * In males, High technique for mechanical watches ranked the 3 rd. This obviously shows that males have a very strong image of Swiss being High technique for mechanical watches. * Meanwhile, female chose Artisan skills, elaborated work, which shows that females have the image of a craftsman making good things. * Younger generations of both males and females tend to have a weak image for Swiss make compared with middle and senior age groups. 56

57 Awareness of Switzerland being a kingdom of watch (All) 2014 Know it Don t know it Awareness of Switzerland being a kingdom of watch (By sex, By age group) Male Male 20s Male 30s Male 40s Male 50s Know it Don t know it Female Female 20s Female 30s Female 40s Female 50s Know it Don t know it Awareness of Switzerland being a kingdom of watch (Metropolitan area, Others) Awareness of Switzerland being a kingdom of watch (By region: 5 regions) Metropolitan area Others Know it Don t know it Chugoku, Hokkaido & Kanto & Chubu & Kansai Shikoku & Tohoku Koshinetsu Hokuriku Kyushu Know it Don t know it * Respondents who know Switzerland is a kingdom of watch accounted for approximately 80%, very high. * The awareness rises with age in both males and females. Especially, males and females in their 40s and 50s are dominant. * Younger the generation, the lower the awareness. Especially, a majority of female respondents in their 20s don t know it. 57

58 Intention of purchasing a smart watch (All) 2014 Already bought it Want to buy it Don t know Won t buy it Intention of purchasing a smart watch (By sex, By age group)supplementary material Male Male 20s Male 30s Male 40s Male 50s Already bought it Want to buy it Don t know Won t buy it Female Female 20s Female 30s Female 40s Female 50s Already bought it Want to buy it Don t know Won t buy it Intention of purchasing a smart watch (Metropolitan area, Others) Supplementary material Metropolitan area Others Already bought it Want to buy it Don t know Won t buy it Intention of purchasing a smart watch (By region: 5 regions)supplementary material Chugoku, Hokkaido & Kanto & Chubu & Kansai Shikoku & Tohoku Koshinetsu Hokuriku Kyushu Already bought it Want to buy it Don t know Won t buy it * Respondents with an intention of purchasing it (Already bought/ Want to buy it) accounted for approximately 23.9% of all. 23.2% for males and 24.5% for females, indicating that the percentage is slightly higher for female. * Younger males and females in their 20s and 30s tend to have a strong intention of purchasing a smart watch. Females in their 50s or above were also much interested in it. * Meanwhile, respondents without an intention of purchasing it (Won t buy it) accounted for 33.3% of all. The percentage is high in males and females in their 20s and 30s while the percentage of respondents with an intention of purchasing is also high in those age groups. As a result, the percentage of Don t know is low in those age groups, compared with other age groups. It seems that purchase has been decided based on whether they has established an image as to how to utilize a smart watch with rich functions or not. 58

59 Question toward only respondents of Already bought it and Want to buy it Reasons for having bought or wanting to buy a smart watch (All) 2014 A wealth of functions Usable as a watch Reasonable price Fashionable, trendy Favorite company, favorite brand Others Reasons for having bought or wanting to buy a smart watch (By sex, By age group) Total(n=358) Male(n=174) Female(n=184) 1.6 E249 Male Male 20s Male 30s Male 40s Male 50s A wealth of functions Usable as a watch Reasonable price Fashionable, trendy Favorite company, favorite brand Others Reasons for having bought or wanting to buy a smart watch (Metropolitan area, Others) Female Female 20s Female 30s Female 40s Female 50s A wealth of functions Usable as a watch Reasonable price Fashionable, trendy Favorite company, favorite brand Others Reasons for having bought or wanting to buy a smart watch (By region: 5 regions) Metropolitan area Others A wealth of functions Usable as a watch Reasonable price Fashionable, trendy Favorite company, favorite brand Others Chugoku, Hokkaido & Kanto & Chubu & Kansai Shikoku & Tohoku Koshinetsu Hokuriku Kyushu A wealth of functions Usable as a watch Reasonable price Fashionable, trendy Favorite company, favorite brand Others * The reasons for (having already bough or wanting to buy) were A wealth of functions, Usable as a watch and Reasonable price in this order. * In comparison between males and females, females tend to value A wealth of functions and males Usable as a watch. * With respect to Usable as a watch, the percentage is high in males in 40s and females in 50s or above. This indicates that there may be potential demand for usable as a watch in middle and senior age groups. 59

60 Impact of consumption tax increase to purchasing a watch (All) 2014 Does not give much impact Does not affect me much I will buy if I want to buy but it curtails impulsive ping At beginning I will refrain from buying, but later I will buy if I find a good one Generally it reduces opportunities of buying a watch. At 10% consumption tax, I won t buy a watch I won t know till then Impact of consumption tax increase to purchasing a watch (By sex, By age group) Male Male 20s Male 30s Male 40s Male 50s Does not affect me much I will buy if I want to buy but it curtails impulsive ping At beginning I will refrain from buying, but later I will buy if I find a good one Generally it reduces opportunities of buying a watch. At 10% consumption tax, I won t buy a watch I won t know till then Female Female 20s Female 30s Female 40s Female 50s Does not affect me much I will buy if I want to buy but it curtails impulsive ping At beginning I will refrain from buying, but later I will buy if I find a good one Generally it reduces opportunities of buying a watch. At 10% consumption tax, I won t buy a watch I won t know till then * In all respondents, Does not affect me much ranked top, followed by Curtail impulsive ping and Later I will buy if I find a good one. * When the above answers are included in does not give much impact, approximately 70% of respondents have an intention of continuing watch ping if they want it after the consumption tax increases. * 70.1% of males and 64.1% of females responded that does not give much impact. 60

61 Brand image depending on sales channel (All) 2014 Brand image does not Brand image deteriorates No opinion deteriorate Is sold at outlet Is sold via e-commerce (Maker s website) Is sold via e-commerce (Other s website) Is sold at ping mall Is sold at discount Is sold at a sale at handling authorized products There are many fake products Many people have it Bad reputation in internet comments Bad attitudes of salesperson * In Brand image deteriorates, respondents to Bad attitudes of salesperson ranked the top (60.5%), followed by There are many fake products (48.8%) and Is sold at discount (38.0%) * In Brand image does not deteriorate, respondents to Is sold at a sale at handling authorized products (56.3%) ranked the top, followed by Is sold via e-commerce (maker s website) (47.9%) and Is sold at ping mall (33.9%). * Selling at handling authorized products and selling on maker s website or other s website will not give adverse impact to the brand image so much while selling at discount or outlet seems to give a certain level of adverse impact to the brand image. 61

62 Economic recovery s impact to purchasing a watch (All) 2014 I bought a watch due to economic recovery Economic recovery did not encourage my purchase Economy does not affect me. Economic recovery s impact to purchasing a watch (By sex, By age group)supplementary material Male Male 20s Male 30s Male 40s Male 50s I bought a watch due to economic recovery Economic recovery did not encourage my purchase Economy does not affect me. Female Female 20s Female 30s Female 40s Female 50s I bought a watch due to economic recovery Economic recovery did not encourage my purchase Economy does not affect me. Economic recovery s impact to purchasing a watch (Metropolitan area, Others)Supplementary material Economic recovery s impact to purchasing a watch (By region: 5 regions)supplementary material Metropolitan area Others I bought a watch due to economic recovery Economic recovery did not encourage my purchase Economy does not affect me. 62 Chugoku, Hokkaido & Kanto & Chubu & Kansai Shikoku & Tohoku Koshinetsu Hokuriku Kyushu I bought a watch due to economic recovery Economic recovery did not encourage my purchase Economy does not affect me. * In the analysis of economic recovery s impact to watch purchasing, Economy does not affect me ranked the top, followed by Economic recovery did not encourage my purchase. * Meanwhile, respondents to I bought a watch due to economic recovery accounted for approximately 10%. Especially, males and females in their 20s and 30s showed high percentages. * The respondents to Economy does not affect me accounted for approximately 60%, a majority.

63 Highlights of Survey Results 63

64 Highlights of Survey Results Major Questions Page All Male Female 1 Number of watches owned? 18 Decrease in the number of owners of two or more watches Of all respondents, 76.7% owed two or more watches in 2014 (-2.0 points compared with 2012) Decrease in all generations Decrease especially in males in 30s. 62.8% of males owned two or more watches (-9.0 points compared with 2012) Only females in their 30s account for increase 74.6% of females in their 30s+ owned two or more watches (+0.1 point compared with 2012) 2 Brands of watches owned? 19 Big three domestic brands are still dominant; "CASIO" sustains the top place. 1st: "CASIO", 2nd: "SEIKO", 3rd: "CITIZEN" High male ownership ratio for "CASIO" and "SEIKO" For "CITIZEN", ownership ratio shifts even between males and females to higher in males Males tend to prefer watch-maker brands Brands more popular among males: "CASIO", "SEIKO", "OMEGA" and "TAG HEUER". Ownership ratios of "GUCCHI" and "BVLGARI" are increasing in males. Females tend to prefer fashion brand watches Brands more popular among females: "CARTIER", "GUCCI", "agnes.b", "BVLGARI", "HERMES", "FOLLI FOLLIE", and "CHANEL". The female ownership ratio of "SWATCH" is decreasing. 3 Purchase price of watches owned? 22 Shift from low price ranges to middle price ranges "50, ,000 yen": 14.3% (+2.2 points compared with 2012) "100, ,000 yen": 12.8% (+1.8 points compared with 2012) Two clusters in price ranges: Low to mid and mid to high "10, ,000 yen": 45.0% of all males "300,000-1,000,000 yen: 19.6% of all males. Two clusters in price ranges: Low to mid and mid to high "10, ,000 yen": 44.6% of all females "200, ,000 yen: 21.1% of all females. 4 Location of purchase? 23 While bricks-and-mortar s remain the mainstream, online ping is expanding 1st: "Watch section at a department " (49.6%) 2nd: "Watch and clock specialty ; jewelry " (41.1%) 3rd: "Mass retailer; discount " (28.5%) 4th: "Online ping on the internet" (21.7%) High ratio in online ping Male: 28.3%, Female: 15.1% (Ratio of male to female is 1:0.53) While primary users are those in 30s and 40s, pers in their 50s are increasing. Female preference for bricks-and-mortar s They mainly at "Department ". Demand is driven by females in their 20s. They at "Duty-free s/overseas s", "brand boutiques" and "select s" more often than males. 5 Important factors in choosing a retailer? 27 Demand for authorized s remains high 1st: "Handles authorized imports" (57.5%) 2nd: "Reasonableness of price" (45.9% 3rd: "Wide assortment" (42.0%) Male consumers value price "Reasonableness of price" is 52.1%, 1st place, ahead of "Handles authorized imports" (51.9%). Elements other than authorized products are also important for females "Authorized imports": (63.1%) Females value "After-sale service" (46.5%) and "Atmosphere of the " (34.3), compared with males 6 Price range of watch you want to buy? 31 Purchase price budget shifts from low price ranges to middle price ranges "100, ,000 yen": 36.2% (+1.4 points compared with 2012) As a whole, females' budget level is rising. Affordable luxury watches amid purchase price budget rising to middle price ranges: Purchase price budget that males want to use "300, ,000 yen": 16.5% "500,000-1,000,000 yen": 12.9% That is, they account for approximately 30% of all males. Affordable luxury watches amid purchase price budget rising to middle price ranges: Purchase price budget that females want to use "300, ,000 yen": 15.6% "200, ,000 yen": 14.1% That is, they account for approximately 30% of all females. 7 Brands of watches you want to buy? 33 Leading three brands remain strong 1st: "ROLEX" (33.0%) 2nd: "OMEGA" (27.0%) 3rd: "CARTIER" (26.7%) Men prefer "Luxury mechanical sports watches with high cost performance" Standard brands such as "ROLEX" and "OMEGA" are most popular. Domestic watches are also popular as seen in "SEIKO" (5th3rd) and "CASIO" (6th5th). Female consumers prefer "Luxury fashion brand watches" "CARTIER", "BVLGARI", "ROLEX", "HERMES" and "FRANCK MULLER" are popular among females. No great change in the order. Standard brands remain at upper places. 8 Reason for choosing that brand? 36 Focus on design remains unchanged 1st: "Design" (60.3%) 2nd: "Famous brand" (37.4%) 3rd: "Quality/material" (32.0%) Male consumers value practicality Popular answers among males "Quality/material" (35.8%) Female (28.2%) "Good function" (25.8%) Female (14.4%) Female consumers value fashionability Popular answers among females "Design" (62.8%) Male (57.9%) "Can readily change to fit on various clothes" (17.2%) Male (7.8%) 9 Done pre-purchase research? 37 More than half have done advance research "I did research in advance" (60.5%) "I did not do research in advance" (39.5%) Male consumers value information "I did research in advance" (65.2%) "I did not do research in advance" (34.8%) Especially so for those in their 30s to 50s or above Female consumers in their 30s and 40s value information "I did research in advance" (55.7%) "I did not do research in advance" (44.3%) Approximately 60% of females in their 30s and 40s "did research in advance." 10 Information collected in pre-purchase research? 38 "Price", "Design" and "Specification" ranked high "Price" (85.9%) "Design" (84.8%) "Specification" (54.5%) Male consumers value "the product and brand itself" Popular answers among males "Specification" (59.3%) Female (48.8%) "Brand (history, concept, culture, tradition) (27.2%) Female (24.2%) Female consumers value "fashionability" and "reliability and security" Popular answers among females "Design" (89.7%) Male (80.6%) "After-sale service" (14.1%) Male (8.4%) "Location of " (14.6%) Male (6.5%) 11 Media which are influential in purchasing a watch? 39 Internet-related media ranked high 1st: "Maker's and brand's websites": 56.4% 2nd: Information website": 36.4% 5th: "Community/message board": 19.2% Information on the internet 1st: "Maker's and brand's websites": 59.3% 2nd: "Information website": 41.5% Combination of the internet and front 1st: "Maker's and brand's websites": 53.1% 2nd: "At the ": 39.1% 64

65 This document is a summary. We also have the following documents that go into more detail. If you would like to obtain copies of them, please contact the Federation of the Swiss Watch Industry FH Tokyo Center. We will send these documents free of charge to those who request them using a file transfer service on the Internet. If you wish to have them delivered on CD, please tell us so. If you have any comments, questions, things you do not understand or suggestions for future research after seeing this survey, please feel free to contact the Federation of the Swiss Watch Industry FH Tokyo Center. We will try to reflect them in our next research and help you in any way we can. Profile of owners of watches costing over 100,000 yen Consumer awareness on parallel imports Survey on watch repair Issues and future of watch industry in Japan Consumer awareness of luxury brand products etc. Contact Information Federation of the Swiss Watch Industry FH Tokyo Center VISIX Hirakawa-cho204, , Hirakawa-cho, Chiyoda-ku, Tokyo Tel.: Fax: [email protected] 65