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Emerging from a difficult period The luxury segment, like all others has experienced a difficult past year and this was reflected at Baselworld in 2010. There was a return to discrete and sober detail as designers favoured the classic in their key shapes. There was also an emphasis on smaller models and a strong focus on technical details and innovative finishing. æŸhis tendency was definitely strong at SIHH and Baselworld this year. Both fairs showed a discreet luxury ?a careful elegance on first sight, of the highest, refined quality and highly sophisticated elements and complications underneath the surface,?Birgit Rieder reflected. Future design trends Design trends in watches were very clear, especially highlighting two-tone gold, luxurious leather, slim city models and evening watches designed to satisfy the needs of powerful, self confident women. Phases of the moon were popular for many men抯 watches, which also featured coloured accents on dials and straps. There was a distinct revival in the digital watch while connoisseurs of time are now being drawn to a revival of the pocket watch. Meanwhile the growing market in consumer electronics heralds an exciting and potentially very rewarding journey for luxury brands because design-driven collections are proving an effective magnet for today抯 discerning, increasingly demanding and very well informed consumer. Four distinct trend directions SWAROVSKI GEMSTM sees 2011 as a year to take stock of the chaos of the previous seasons and as such has highlighted four trend directions: Pure Brilliance focuses on æ˜hite light?purity for the design of watch and consumer electronics to reflect peace, harmony and serenity and appeal to the contemporary consumer looking for the soul of a design rather than a status symbol. Reference is powerfully modernist, rejuvenating the classic to infuse it with meaning, relevance and connectivity to appeal to the powerful woman and the self confident man who is sophisticated, cosmopolitan and ready for bold design statements. Experience 360?/B> is vibrant, energetic and pushes the boundaries of the design language to target the active and very dynamic consumer who is full of fun and very outgoing. Imagine is opulent yet fun and lets the consumer express his personality through his choice of design, which invariably incorporates narrative, playful and memorable elements that exude a vibrant energy. The challenges of the modern consumer Today抯 consumers are already educated consumers. Thanks to modern communication and the social media they are product- and design savvy and well informed. In a world that is increasingly homogeneous, they place increased worth in personalization and want to engage with the brand far beyond the mere item they are purchasing. Today抯 consumer is looking for the kind of experience that links them personally with the brand of their choice and the values and tradition it represents. Luxury brands must now invest in satisfying these consumer demands by directly engaging the consumer in the complete experience ?from the product design and price to packaging; from communication to interaction; from service to feedback. SWAROVSKI GEMS?is the product brand for Swarovski抯 precision-cut genuine gemstones and created stones. Innovative and inspirational, it unleashes the power within a wide range of gem materials, revealing the inner life of stones. SWAROVSKI GEMS?as part of the Swarovski Group has been a long-term, valued creative partner to the watch industry as a supplier of genuine gemstones and created stones.
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