Research on the Brand Positioning and Differentiation Strategy of Richard Mille in the Luxury Watch Market

Kehang Lin

2025

Abstract

The current luxury watch market, dominated by heritage brands with centuries-old craftsmanship narratives such as Cartier and Rolex, poses huge entry barriers for emerging brands lacking historical legacy. This article mainly discuss how Richard Mille, a 21st-century luxury watch brand, has successfully established its brand positioning and adopt differentiation strategies without relying on conventional narratives of craftsmanship history. The central research question explores how innovative strategies-such as material innovation, experiential retail and athlete endorsements-enable emerging luxury brands to bypass historical constraints and create unique value propositions, attract clients, and sustain growth. Practically, it provides practical insights for emerging luxury firms seeking to improve their reputation as well as market prominence in hyper-competitive markets. Unlike F.P.Journe’ s reliance on horological purism and craftsmanship narratives, Richard Mille mainly emphasizes on Material Science Advancements, Immersive Retail Experiences and Strategic Celebrity Partnerships, enabling this brand to cultivate distinctive identities and capture reputation in saturated markets, thus contribute to its success in the market. In a hyper-competitive market, unique brand positioning and adopting differentiation strategies is crucial to bypass historical constraints and rapidly capture market share.

Paper Citation

in Harvard Style

Lin K. (2025). Research on the Brand Positioning and Differentiation Strategy of Richard Mille in the Luxury Watch Market. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 366-372. DOI: 10.5220/0013845100004719

in Bibtex Style

@conference{iceml25,
author={Kehang Lin},
title={Research on the Brand Positioning and Differentiation Strategy of Richard Mille in the Luxury Watch Market},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={366-372},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013845100004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Research on the Brand Positioning and Differentiation Strategy of Richard Mille in the Luxury Watch Market
SN - 978-989-758-775-7
AU - Lin K.
PY - 2025
SP - 366
EP - 372
DO - 10.5220/0013845100004719
PB - SciTePress