AWAKE-Redefining-Luxury-Through-Sustainability - Copy (1).pptx

STARTEGY

1. AWAKE: Redefining Luxury Through Sustainability A strategic overview of how AWAKE is transforming the premium watch industry with eco-conscious innovation and exclusive design. • Founded in 2018 by Lilian Thibault, Frederic Ly, and Nghia Nguyen • Mission: Blend sustainability, luxury, and innovation in watchmaking • Recognition: Macron (G7), NASA collaboration, strong social media • Challenge: Balance luxury exclusivity with sustainability values Group 4 Shashank 24PGBA - 13 Madhavendra 24PGBA - 15 Nitin 24PGBA - 19 Sachin 24PGBA - 24 Sagar 24PGBA - 26

2. Watch Industry Landscape The global wristwatch market reached USD 76.34 billion in 2023 and continues to grow at a steady 4.44% CAGR, presenting significant opportunities for innovative brands. Market Composition 40% luxury segment with premium materials and craftsmanship 60% non-luxury segment with more accessible price points Traditional Players Swiss heritage brands like Rolex, Omega, and Seiko dominate through legacy craftsmanship and established prestige Emerging Competitors Tech giants like Apple, Samsung, and Huawei disrupting with smartwatch innovation and digital integration Industry trends include strategic mergers and acquisitions, plus material innovation utilizing ceramics and carbon fiber for differentiation in the premium space.

3. AWAKE as Market Disruptor Founded in 2018 by visionaries Lilian Thibault, Frederic Ly, and Nghia Nguyen, AWAKE burst onto the scene at the 2019 World Ocean Summit with their revolutionary watches crafted from recycled ocean plastic. Material Innovation Pioneering bio-based materials and solar-powered movements that maintain luxury aesthetics while reducing environmental impact Digital Integration Implementing blockchain and NFC technology for authentication and transparent supply chain tracking Exclusive Design Creating unique pieces like the 'Time Traveller' featuring 4.5 billion-year-old meteorite dials that blend luxury with cosmic storytelling Their strategy leverages limited editions, artist collaborations, and cultivated exclusivity to maintain premium positioning while advancing their sustainability mission.

4. Competitive Advantage: Three Pillars of Excellence Sustainability Leadership President Macron's G7 endorsement elevated AWAKE to international prominence, validating their eco-luxury approach and opening doors to influential partnerships. Innovation Excellence The groundbreaking NASA collaboration for the 'Mission to Earth' collection showcases AWAKE's technical prowess while connecting space exploration to Earth conservation. Digital Engagement A sophisticated social media strategy creates exclusivity through influencer partnerships and FOMO-inducing limited releases, building a loyal community of eco-conscious collectors. While positioned as an eco-luxury pioneer, AWAKE remains a niche player compared to established giants like Breitling, IWC, and TAG Heuer, creating both challenges and opportunities for differentiation.

5. Resource Type Tangible Resources Intangible Resources Financial Limited financial capital compared to Swiss heritage brands; revenues from niche eco-luxury segment Investor and government credibility (Macron’s endorsement at G7, institutional trust) Physical Eco-friendly materials (recycled ocean plastic, bio-based straps, meteorite dials); small-scale production facilities Unique design philosophy centered on sustainability and storytelling Technological Blockchain & NFC authentication; solar-powered movements; bio-based watch components Technological know-how and first-mover advantage in sustainable watchmaking; reputation as an innovator in eco-luxury Organizational Lean and agile organizational structure; collaborative projects with NASA and artists Brand reputation as a pioneer in eco-luxury; strong social media presence and storytelling capability; visionary leadership committed to sustainability Tangible and Intangible Resources and Capabilities

6. Resource/Capability Valuable? Rare? Inimitable? Organized? Competitive Implication Sustainability focus (recycled materials, bio-based design) Yes Yes - Moderate (Breitling, IWC also sustainable) No - Moderate – competitors can imitate, but AWAKE is deeply embedded in its DNA Yes Temporary Competitive Advantage NASA partnership (Mission to Earth series) Yes Yes Yes (hard to replicate credibility with NASA) Yes Sustainable Competitive Advantage Macron’s G7 endorsement (political & symbolic legitimacy) Yes Yes Yes – historical endorsement cannot be replicated Yes Sustainable Competitive Advantage Blockchain & NFC authentication (anti-counterfeit + ISS imagery) Yes Yes No - Moderate (tech is available, but not widely used in luxury watches) Yes Temporary Competitive Advantage VRIO Framework Analysis

7. Resource/Capability Valuable? Rare? Inimitable? Organized? Competitive Implication Storytelling & design ethos (meteorite dials, eco-narratives) Yes Yes Yes - Partially – unique creative concepts are hard to copy at scale Yes Sustainable Competitive Advantage Social media & limited edition strategy (FOMO marketing) Yes Not rare (TAG, Bell & Ross use similar tactics) No Yes Competitive Parity Financial scale (vs heritage brands) No (limited capital vs giants) – – – Competitive Disadvantage Heritage & Swiss craftsmanship (vs Rolex, IWC) No No No – Competitive Disadvantage VRIO Framework Analysis

8. Strategic Group Map for the Indian watch industry

9. Opportunities Growing demand for sustainable luxury High-profile collaborations (NASA, NGOs, artists) Innovation in materials & blockchain Tiered product strategy (limited + core lines) Global expansion in eco-conscious markets Risks Scaling may dilute exclusivity High R&D and collaboration costs Competition from heritage & startups Risk of “greenwashing” perception Vulnerability to economic downturns Risks & Opportunities for AWAKE

10. Strategic Direction & Core Competencies AWAKE's Unique Advantage : AWAKE's competitive edge isn't just in recycled materials , but in its strong brand storytelling and design ethos that are hard to replicate. High-Impact Partnerships : Endorsements from figures like the French President at the G7 summit and collaborations with NASA gave the brand significant global credibility and visibility. Strategic R&D Focus : Innovation should be targeted at hard-to-imitate areas , such as developing unique, new eco-friendly materials and advanced solar movements that can provide a defensible long-term advantage

11. Market Strategy & Implementation Adopt a "Shared Value" Strategy: Position sustainability as a key component of modern luxury, not a compromise. This can create a new market ("blue ocean") by showing that exclusivity and environmental responsibility are not mutually exclusive. Tiered Product Strategy: Balance high-demand limited editions with a core line of products. This strategy maintains brand exclusivity while allowing for increased sales volume and profitability . Optimize Supply Chain: To improve pricing power and profit margins, AWAKE needs to address the challenges of its limited-edition production model. Scaling up production on popular models can strengthen supplier relationships and reduce costs

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