Case studies


Luxury Watch Brand Positioning Check and Ad Evaluation (Global Campaign)

A leading global luxury watch brand wished to check its positioning versus competitors, while also evaluating a new global advertising campaign for consumer resonance (in both print and video)

Luxury Watch Brand Positioning Check and Ad Evaluation (Global Campaign)​

Photo by Fidel Fernando on Unsplash



  • Conducted 6 2.0-hr focus groups with male and females aged in their 20s, 30s and 40s regarding:
  • Luxury watch images/ preferences, needs and purchase decision making factors
  • Shopping behaviors and preferences
  • Purchase interest
  • Positioning concept evaluation
  • Print advertising evaluation
  • TV advertisement evaluation


Explored and confirmed positioning strategy, while obtaining confidence that global campaign elements would effectively communicate with Japanese consumers

“Thanks, Carter Team! It was a pleasure to work with you on this important topic, and we were able to save budget in terms of NOT having to modify the global campaign, so everyone here on our Japan team and internationally feel comfortable and pleased with the outcome.”

- Client voice
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