[June 09, 2011] Swatch Stands the Test of Time and Rolex Ticks the Loudest With Social Consumers: NetBase Brand Passion Index Explores Trendiest Watches for Grads and Dads Tweet MOUNTAIN VIEW, CA, Jun 09, 2011 (MARKETWIRE via COMTEX) -- NetBase, the Social Media Insight & Analysis company, today announced the latest Brand Passion Index, which measured consumer passion for high-end, luxury watches and affordable, trendy timepieces, as expressed via social media. In the thick of graduation season and with Father's Day right around the corner, the Index used the NetBase Insight Workbench to see which fashionable timepiece is a favorite for those willing to splurge and for those on a budget: Rolex, Movado, Omega, Tag Heuer, Seiko, Timex, Fossil and Swatch. Workbench explored consumer passion, opinions and behavior towards the brands using three key metrics: share of buzz, net sentiment and passion intensity. The Brand Passion Index revealed that while all of the brands generated positive sentiment, Swatch is the most loved, along with its style and moderate price, and Rolex dominates share of buzz, just like it rules the wrists of the charmed. The Insight Workbench discovered that consumers are passionate for Swatch, a brand that has sustained popularity since 1984. Though it generated only 3 percent of the overall chatter, 69 percent of the conversations about Swatch itself revolved around expressions of "love." Rolex had the largest share of buzz, with 46 percent of the overall chatter and 52 percent of it "love," cementing its social status as a popular watch option. Verbatim surfaced from The Insight Workbench about Swatch revealed that online consumers are passionate about the brand because of the nostalgia that the iconic brand evokes. Consumers also remarked on the fashionable style that the brand has come to be known for. When I was a teenager I loved Swatch watches to death - back then there were hardly any of the fancy "expensive" ones, and Swatch were mostly known for their plastic wrist watches with really cool and unique designs Watches are like jewellery really, for me. Although I am also obsessed with the time, maybe because I'm always late! I love Swatch watches because they're affordable, graphic and they have done some iconic collaborations Swatch watches are known to be extremely fashionable and a brand can be flaunted by those who believe in keeping up with the trends of the time Workbench showed that though Rolex has come to be synonymous with luxury among watch brands, many consumers find the high prices prohibitive. That said, consumers consistently noted the high quality and beauty of the brand. Rolex watches are a truly amazing product. While they are very expensive they last pretty much forever if you take care of them and are therefore a good investment Rolex watches are the best watches that are available and they are watches that everyone wants to wear Rolex watches are very expensive, hence everybody cannot afford them Rolex's are a sign of luxury and can be very expensive Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. For more information or to connect with the company please visit: NetBase Blog NetBase on Twitter NetBase on Facebook NetBase on YouTube View NetBase interview with Bloomberg Businessweek View NetBase interview with Robert Scoble About NetBase NetBase Social Media Insight & Analysis helps marketing teams make smarter business decisions faster. We deliver tools and scorecards that give market researchers and brand managers a reliable way to understand online brand equity, analyze and compare consumer passion, and generate deep insights that answer their "why" questions. Serving hundreds of corporate customers, our products were developed in partnership with five of the top 10 CPG companies, including Coca-Cola and Kraft, and are used by five of the top 10 market research firms, including J. D. Power & Associates and GfK. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit: www.netbase.com. Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=1639504 Lisa Joy Rosner NetBase 650.810.2128 Email Contact Suzanne Chan Eastwick Communications 650.480.4018 Email Contact SOURCE: NetBase http://www2.marketwire.com/mw/emailprcntct?id=12DAB359876A965D http://www2.marketwire.com/mw/emailprcntct?id=888B802242F0779B [ Back To TMCnet.com's Homepage ]