AWAKE-Redefining-Luxury-Through-Sustainability - Copy.pptx

AWAKE-Redefining-Luxury-Through-Sustainability

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. Strategic Dilemma & Way Forward AWAKE stands at a critical crossroads: balancing luxury exclusivity with sustainable values while scaling operations to compete with heritage brands. Adopt Balanced Shared Value Strategy Integrate luxury exclusivity with sustainable innovation Differentiate from heritage brands as eco-luxury pioneer Appeal to eco-conscious youth while retaining luxury buyers Execution Path Expand high-profile collaborations (NASA, artists, NGOs) Invest in R&D for next-generation sustainable materials Enhance digital engagement & blockchain authentication Desired Outcome Position AWAKE as the global leader in sustainable luxury watchmaking, successfully balancing profit with purpose while expanding market share. By embracing this strategic approach, AWAKE can transcend the apparent contradiction between exclusivity and sustainability, creating a new paradigm for conscious luxury.

6. The Future of Time "We're not just creating watches. We're creating a movement that proves luxury can be sustainable, exclusive, and meaningful." — Lilian Thibault, Co-founder, AWAKE AWAKE is redefining what luxury means for a new generation of conscious consumers. By blending traditional craftsmanship with revolutionary sustainable materials and digital innovation, we're creating timepieces that tell more than time—they tell a story of possibility. Join us in making time matter.

7. 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

8. Resource/Capability Valuable? Rare? Inimitable? Organized? Competitive Implication Sustainability focus (recycled materials, bio-based design) Yes Moderate (Breitling, IWC also sustainable) 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 Moderate (tech is available, but not widely used in luxury watches) Yes Temporary Competitive Advantage Storytelling & design ethos (meteorite dials, eco-narratives) 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) Weak No No – Competitive Disadvantage