State of Lux

It’s no secret that the last 18 months have posed some challenging questions to the luxury market and responses from the major brands have varied.  However there are 2 brands – Hermes and Rolex – both extremely influential bench marks, who are refusing to pander to the economic forces of the markets.  Both CEOs have come forward in the last few days stating their intention to avoid ‘masstige’ – selling more at the expense of brand positioning or succumbing to downwards pricing pressure.

This is the kind of statement you’d expect from from both brands, but it raises an interesting question about the way in which such brands deploy social media.  Neither Hermes or Rolex have been particularly active on this front and they are wise to consider their entrances carefully to maintain their anti-masstige stance.