Whilst the brand archetypes mentionned in my Performance, Pedigree and Persona page might be a good starting point, they do not necessarily allow to map the fine differences between competitors. This is why we will see how you can get a more accurate positioning of your brand based on style and pricing.

Style Map

Around 2015, I took noticed of several charts of influence that were all inspired by Alfred Barr’s famous map of Cubism and Abstract Art influences, such as the a chart of Graffiti and Street Art, and the 2011 Master Chart of Fashion Influence by the Wall Street Journal:

  • Cubism and Abstract Art, Iventing Abstraction 1910-1925, Alfred Barr, MoMa
  • Graffiti and Street Art
  • The Master Chart of Fashion Influence - Information Design at Penn, New York Times

I attempted to follow the sampe principles and map out more than 50 distinct watch brands across 4 major styles. Sign up on Patreon in order to view this content:

Francis Jacquerye's Chart of Watch Style Influence
Francis Jacquerye’s Chart of Watch Style Influence.

With that in mind, I tried moving those 4 major styles across a horizonal line and use the vertical line as an indicator of Price Segment (see page on Mastering Your Cost) to create a perceptual map of the industry. Sign up on Patreon in order to view this content:

Francis Jacquerye's Perceptual Map of the Watch Industry, by style and price segment
Francis Jacquerye’s Perceptual Map of the Watch Industry, by style and price segment

The empty spots on those charts are the ones representing the best opportunities, so if you can identify your brand archetype (see Performance, Pedigree and Persona), style influence and perceptual positioning, it will give you a very clear idea of how to steer the Art direction of your brand identity.

After being shown how you can position your brand against the competition in terms of style and price, you should consider signing up to access my competitive intelligence database of 400+ watch brands.
Next, I will discuss how to pick a designer to hire for your product and what to expect in terms of development process. We will also see how to determine your sales channels and target price, and which materials or nufacturing processes to take into consideration.

Don’t hesitate to contact me personnally if you would like a personalized competitive research on brand identity.