companies. A brand name Admittedly, Hublot watches are 50 times more expensive and might not be as attainable. Figure 7 – Marketing channels from a consumer’s point of view (Deloitte, 2017) d.b. Targeting the Chinese Market Whereas Greater China accounts for 30% of Swiss watch sales, it only accounts for 10% of Hublot’s sales (Lelarge & Biver, 2015). This is likely due to Hublot’s lack of brand recognition of other major brands. Rolex, Omega and Longines currently dominate the luxury watch market in China with a 50% market share between them. The top 10 brands keeping an 80% market share. A mature market such as France has 31% and 64% for these market shares respectively (Zhou, 2013). This shows China is a difficult market for new brands to crack as consumers search for well-known brands and models as a secure purchase. Hublot have said that they will not adapt to the Chinese market as “Hublot only has one DNA” (Lelarge & Biver, 2015). Hublot has a longer-term strategy of waiting for Chinese tastes to “westernise” as they have done in the luxury fashion or accessories sector with young consumers turning to more informal and niche brands (Abrams, 2019). Despite Hublot having countless brand ambassadors around the world, only one of them is Chinese, the classical pianist Lang Lang. I believe Hublot should embrace the changing tastes and influx of young Chinese luxury consumers early, by advertising more in China, either through more traditional brand ambassadors, or through social media influencers. Other competing brands such as Audemars Piguet have already done so with Chinese singer Luhan who advertised their watches through his Weibo social media account with 50 million followers (Smith, 2018). e. Luxury Watch Hire>