Cartier tops international luxury brand ranking

French watchmaker and jeweler Cartier has been named the number one luxury
brand in the world according to the annual Kadence Luxury Index 2018. In
its report, Kadence, a leading insight agency founded in the UK, uncovers
what drives the perceptions of luxury and how luxury differs around the
world.

Studying 98 brands across 7 luxury categories in 13 markets, including the
UK, Germany, France, UAE, USA, China and India, Kadence looked at
perceptions including product quality, extrinsic luxury, enduring
excellence and experiential aspects to determine where brands fall onto the
index.

Interestingly, awareness is not the only driver of luxury. While for some
brands, like luxury cars, global awareness is tied to being in a premium
position, for elite brands, like luxury hotels and watches, low awareness
means greater exclusivity amongst its users.

Heritage and history is linked to a stronger luxury index score

Brands with a stronger perception of history score higher points in
comparison to brands with a weaker perception of history, which see a more
muted luxury index score.

Quality remains the luxury driver

Quality and heritage are the biggest factors that influence a brand’s
luxury index score. Brands known for only using the highest quality
materials and craftsmanship or for delivering a service beyond expectation
have a high luxury score.

Consistent quality is also key. Brands that have a track record of quality
or an established brand story also have a stronger luxury score. In
contrast, the high price point or the rarity of the brand has less of an
impact on the luxury position of the rand across all the categories in the
Kadence study.

On the global index fashion scores five on the luxury scale, which sees
cars, jewellery and watches round out the top three. Perceptions of luxury
differ per region, however, and fashion takes the number three slot in
France, compared to four and six in China and Hong Kong respectively.

Cartier tops the luxury 2018 luxury index, followed by cars Mercedes-Benz,
Rolls Royce, Ferrari and Lamborghini in the top five. American Jewellery
Tiffany comes in at number six, Rolex at eight and Bulgari at ten.

Cartier’s status is cemented due to its timeless nature. The French luxury
house has a long history of classic products, service and exclusivity. This
timeless luxury also creates a feel-good factor for consumers.

For more information or to download the report go to www.kadence.com.

Photo 1: Facebook/Cartier, Photo 2: Cartier campaign, article source: Kadence Luxury Index
2018