Market Report by Arabian Watches & Jewellery Magazine

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Jewellery and Watches sector monitored ad spending in the region reached US$ 175 million in Y 2014, translating a drop of (-12%) over Y 2013, (-5%) over 2012  amidst global economic uncertainties & volatile market & political conditions.

 

In the year 2014 the growth was mostly supported by key markets of Bahrain, Lebanon, UAE, and Kuwait. However the major drop was in KSA & Qatar markets.

Watches accounts for 76% of the category share with US$ 133 million while Jewelry & accessories accounts the remaining 24% spending in the category. Watches category posted a -12% downtick while Jewelry category dipped with -10%.

                              

1) Pan Arab Media is still the top spending market in the sector with a total spends of around US$ 50 million. A slide of -14% was observed in the leading market. 

2) UAE spending surged by 5% and closely follows Pan Arab Media to rank as next top spending market in the region in the sector with a total spends of around US$ 48 million. 

3) KSA has managed to retain the third rank amongst top spending markets in the region with a total spends of around US$ 31 million, however a dip of -32% was experienced. 

4) Kuwait spending showed a steady single digit growth of 2% ranking fourth in the region with a total spends of around US$ 15 million.

5) Other markets are reeling under the grip of cautious spending with the following variation: Egypt (-28%),Qatar (-17%),Oman (-6%) However Bahrain recorded an increase of 7% and Lebanon was up by 6%). 

 

Amongst major monitored media types, advertisers in the sector are heavily skewed towards Magazines as the preferred medium sharing little less than almost half (48%) of the total ad spends, amounting to US$ 84 million in the region. However magazines spending share plummeted by -3% over last year. 

Newspaper shares 34% of the spending and its spending dipped by -18% over 2013

The top spending brands in the sector in the region for the year 2014 are Rolex, Cartier, L`azurde, Omega, Chopard were the top 5 brands ranked by order of their measured spending.

 

In 2013 the following brands were ranked as top spending brands in the sector in the region; they are Omega, Cartier, Rolex, L’azurde, Patek Philippe & Swatch by order of their measured spending. While 2014 the top ranking brands; Rolex took the top position pushing Omega in Fourth place while Cartier maintained its Second position. L’azurde came in Third position while Chopard climbed to fifth position, Patek Philippe was down to sixth position, While Bvlgari moved up at seventh (from its Eleventh spot in 2013), Al Harameen at Eight followed by Longines at the ninth spot & Piaget the tenth position (Moved up from its 15th position in 2013)

Importantly for the top 25 brands by region and media, and the top brands on television, newspapers, magazines and other top spenders will be some of the highlights to be presented in the second installment of this Market Report. 

All accompanying published data, numerical input, tabulated charts, statistical information, pie charts, histograms & graphics have been analyzed and provided by Pan Arab Research Agency (PARC) & Advertising Monitoring Services.

Readers are advised to note that the figures provided reflect advertising expenditure based on published rates of the various media involved. Not accounted for are the discounts provided, special rates applicable, barter deals, other bilateral considerations nor the commissions accrued to advertising agencies. Whilst the discounts would factor in the arithmetic and computation, MPP-ME believes it will not significantly alter the overall perspective and emerging indicators of this very protracted and exhaustive PARC study.

As in previous years and with previous analyses, the MPP-ME & www.mpp-me.com research team acknowledges with appreciation and gratitude the tremendous input, hard work and co-operation of the entire team at Pan Arab Research Centre, PARC, for access to all published data. Specifically, we would like to thank Mr. Sami Raffoul - General Manager, Mr. M Shaharyar Umar - Marketing Director and his dedicated team for their unstinted co-operation and support to this project.

Disclaimer: Spend is calculated in the published rate card and do not account for incentives or discounts that advertisers may avail from media owners.