Chapter 4
Distribution of Armand Nicolet
4.1 D
istribution
In a market where the distribution of most of the main brands of Swiss watch making is controlled by big groups, Armand Nicolet is an independent brand diffused in the world by a distribution network made up of exclusive sales points. This traditional and proven system guarantees important profit margins for Armand Nicolet’s selected distributors/retailers that belong to the network.
4.2 R
Points of the Brand A rmand Nicolet etail
Retailers who dedicate important spaces to high quality mechanical watches with first class clientele looking for exclusive products that have special characteristics. They must be stores that guarantee Armand Nicolet an adequate visibility. It is the emotional impact that the consumers have from the product that determines the purchase of it. An accurate well seen display will provide more of an emotional impact on the consumer.
4.3 I
mage of
A rmand Nicolet Sales Point
Armand Nicolet completes the range offered by the retail point by inserting a niche brand of sophisticated and exclusive watches. A brand that offers a product that can satisfy the demand of the consumers who are searching for a unique original object, branching out from the usual mass choices affirming his or her own individuality and personality. Armand Nicolet is a brand that highlights professionalism, preciousness, technical ability, culture and art for he who offers it. The comparison for Armand Nicolet with the best Swiss production is always positive because it highlights the exclusive characteristics and the favourable quality/price ratio.
4.4 C
onsumer
Type of A rmand Nicolet
Generally well cultured individuals between the ages of 30 and 65 years who have a medium to high income, who are able to make independent choices that are not conditioned by the modern day trends and intense advertising. Individuals who have a passion for horology and have the pleasure to own an exclusive product that are the precious results of his ability in choosing.