THEIA

Vision

To have a strong establishment in the international market.

The aim is to be recognized globally as a leader in customized luxury watches.

Vision

Philosophy

Philosophy:

Incorporates creativity, excellence, grace, and intimacy into each watch.

Every piece is crafted with dearest consideration

and for every part to come harmoniously together.

Philosophy

NAME

Name

• Endowed gold and silver with brilliance and intrinsic value.

• Sight, glittering and glory.

Corporate Colors

extreme opulence, elegance and wealth

Color

Strength Sophistication Timelessness

Prestige

Luxury

Wealth

Logo

Products and Services

Specialize in the customization of couple watches.

Products & Services

Creations of eternal vows.

Slogan

"Specially crafted for your dearest ones"

Slogan

Website

Craftsmanship and Talent

• Up and rising master watchmaker.
• Leading a team of watchmakers with at least 15 years of experience.

Craftsmanship and Talent

Zeke Meyers

Sustainability

• Eco-friendly watch strap made from pineapple leaves fiber (Clemens, 2019)

Sustainability

• Mushroom leather (Madonia, 2019)

• Wine leather is made up from waste products of wine production (Madonia, 2019)

Control

Ensure consistency in watch quality

All different parts are carefully selected

Control

Strength

• Customization
• Many leather options for customer to choose
• Array of watch dial design for customer to choose
• Eco-friendly

Strength

Weakness

• Low Market Share
• No signature watches
• Knowledge gap

Weakness

Opportunities

Opportunities

• Wearing watch as a fashion trend
• Internet retailing
• Higher disposable income
• More people demand for customization of luxury products

Goldston, 2017

Harris, 2018

Roden, 2018

Shand & Tanchua, 2016

Threats

Threats

• Prefer smart-watch over Quartz watch
• Large number of competitors
• Counterfeit watches
• Many substitutes over watch

Competitive Analysis

Competitive Analysis

(Statista, 2019)

(LuxeConsult & Morgan Stanley, 2018)

(Cartier Official Instagram, 2019)

(Cartier Official Facebook, 2019)

(Patek Philippe Official Instagram, 2019)

(Patek Philippe Official Facebook, 2019)

(Longines Official Instagram, 2019)

(Longines Official Facebook, 2019)

Perceptual Map

?

Perceptual Map

Product

Product

• Watches
• Customization
• Delivery Services
• Warranty
• Life Long Battery Replacement

Price

Price

• Premium Pricing Strategy
• Watches will be in their local currency
• Cost $8,000 to $12,000
• Couple watch cost $15,000 to $23,000

Adams, 2017

Place

• Physical store in Singapore
• GDP per Capita of SGD $87,982 in 2018
• Marina Bay Sands, The Shoppes

Place

CEIC, 2018

Promotion

Promotion

• Luxury Magazines
• Advertisement place on full service carrier airlines
• Bus stop and MRT station
• Social Media
• Fashion Runway

Luxury Magazines

Paid Media

Outdoor Advertisements

Owned Media

• Brand.com
• Membership sign-up & email list

-Theia's Social Media Presence

-Word of mouth Marketing

-Review from existing customer

Earned Media

Traditional WOM

Electronic WOM

Why Lee Dong Wook & Yoo In Na?

TITLE

Based on the five rules of

Celebrity Endorsement

Credibility

Global Appeal

Personality

Uniform Power

Sustainability

Chijmes

• Heritage building in Singapore
• Beautiful architecture
• Popularized by Crazy Rich Asians

Locations

Jurong Lake Gardens

• Whimsical shoot location
• Dreamy & Romantic

Audio Components

Audio

Sound of a ticking clock

• Storytelling device
• Build tension while maintaining a level of subtlety
• Showcases watch

Piano background music

• Cinematic & Dreamy
• Ties in with visuals

(Renee, 2018)

Now, let's watch the video

Video

https://youtu.be/4SQKvBSYQbQ