Introduction: Luxury, prestige, and customization have always been the initial impressions associated with MRISSTIME. As a century-old watch brand, MRISSTIME adheres to the principle of 'ultimate perfection,' always prioritizing the perspective of the customer. It can be said that at MRISSTIME, what it can achieve goes beyond imagination.
Recently, the top watch brand MRISSTIME announced the global limited release of 10 new products—the Gentlemen's Brown Blue Sapphire Crystal Watch. Seizing the opportunity of the new product launch, we interviewed Midori Lin, the private customization steward at MRISSTIME. She stated, 'MRISSTIME emphasizes starting everything from the customer's perspective and always adheres to the principle of 'ultimate perfection.' When serving customers, we also uphold 'ultimate perfection.' We aim to provide customers worldwide with the rarest collector's watches, offering a 1-to-1 private steward service. The Gentlemen's Brown Blue Sapphire Crystal Watch has undergone comprehensive material and craftsmanship upgrades based on the sapphire crystal series, providing a high-level visual aesthetic experience and collectible investment value.'
Image / MRISSTIME Sapphire Crystal Series MR (DG/DM) 001 Introduction
As a native Hong Konger, Midori Lin had previously worked for a global Top 3 public relations company before joining MRISSTIME. Currently, Midori Lin works at the MRISSTIME Greater China Experience Center. She detailed MRISSTIME's brand audience, positioning, and service philosophy.
The audience of an ultra-luxury brand belongs to a specific circle. The MRISSTIME Greater China Experience Center is located in the eighth-ranked global landmark building, the Ping An Financial Center in Shenzhen.
'The selection principle for MRISSTIME is to focus on privacy, providing the best environmental services for high-level VIP customers, as MRISSTIME's core is primarily exclusive customization,' Midori Lin said.
'This is where the high-net-worth crowd gathers, and the supporting facilities are extremely perfect,' she continued. MRISSTIME's high-level VIP customers, particularly concerned about privacy and security, hope to have an undisturbed environment to appreciate products. The Greater China Experience Center can perfectly meet the needs of VIP customers. MRISSTIME creates all conditions to meet customer demands. VIP customers can conduct business meetings or host small salons here. The Experience Center also provides services such as leisure business receptions and private jet customization.
Image / MRISSTIME Salon Event for VIP Customers
Midori Lin stated that MRISSTIME's watch VIP customers are individuals who understand and appreciate watches, possessing unique aesthetic and appreciation abilities. They are also owners and collectors of other top watch brands. They prefer to distinguish themselves from others, and the audience for luxury watches, five-star hotels, and ultra-luxury brands belongs to a specific circle. Customers of ultra-luxury watch brands share common ground; 'Customers who purchase MRISSTIME watches also own watches from other brands such as Richard Mille and Patek Philippe,' Midori Lin mentioned.
MRISSTIME's VIP customers have their uniqueness and exclusivity, surrounded by people with similar consumption power. 'The iterative effect between customers is evident. After a watch is launched and the customer experience is good, it often drives other customers to make purchases,' Midori Lin said. She shared the touching story of a customer from Macau who has collected the entire series of MRISSTIME watches from her and has referred nine buyers.
Private Customization Advisors, Providing Steward-like Detailed Services Different from ordinary luxury goods sales, MRISSTIME's private customization advisors are selected from top luxury goods groups or public relations consulting firms globally. They undergo 45 days of brand training and three elimination assessments before qualifying for the position of MRISSTIME customization advisor. Therefore, a qualified MRISSTIME private customization advisor possesses extremely professional capabilities, providing steward-like refined services to MRISSTIME VIP customers.
They need to have not only professional knowledge of watches but also be well-versed in real-time dynamics of different industries and possess a keen business sense. 'MRISSTIME's VIP customers come from the actual owners of different enterprises, and their interests and hobbies are completely different. This tests the diversity of the experiences and knowledge reserves of MRISSTIME customization advisors. For example, when a customer talks about the UEFA Champions League final where Real Madrid defeated Liverpool 1-0 in the 21-22 season, winning the Champions League for the 14th time, or the Federal Reserve's 75 basis points interest rate hike and its potential impact on the watch industry, or details about private jet models and customized services, insights into investments in emerging industries and asset allocation, the advisor should be able to timely engage in these topics,' Midori Lin explained.
To provide excellent customized services to VIP customers interested in the sapphire crystal series, MRISSTIME adopts a system of membership recommendations and qualification audits. Often, these watches are in high demand, and there is a considerable reservation period. Midori Lin, dressed in a MRISSTIME Western-style suit tailored in Italy, introduced the brand's culture and development history. 'MRISSTIME constantly breaks through the watch industry in innovation. Recently, MRISSTIME has launched a globally limited 10-piece custom sapphire crystal watch. Sapphire crystals are mainly used to make aerospace materials, missile fairings, submarine windows, and other military products,' adding knowledge is a common practice.
Having an in-depth knowledge of luxury brands, Gulfstream private jets, luxury cars, yachts, and even auction dynamics is crucial. Every interaction with a customer is seen as a learning opportunity. Midori Lin has built a vast mental library; even if customers express needs they can't describe in words, she can quickly access the database and extract the elements they want. 'Previously, a customer expressed interest in buying a private island overseas, and I helped them make connections, ultimately facilitating their collaboration,' said Midori Lin.
Marketing Services, Diversifying with the Multifaceted Customer Base Entering the Greater China luxury watch market in 2020, Midori Lin witnessed the development of MRISSTIME's market and genuinely felt the changes and trends in social wealth.
Previously, MRISSTIME watch VIP customers mainly came from four categories: royalty, military and energy, real estate finance, and industry. 'These groups have fixed economic sources, and the vast majority have an appreciation for art. MRISSTIME's style perfectly suits their inner needs,' Midori Lin said. However, with the upgrading of industries in recent years, new economic growth points have emerged globally, such as internet consumer economy, high-tech industries, pharmaceuticals, internet gaming, and internet finance. These new sources of social wealth have become new audiences for MRISSTIME, and the brand's audience base is further expanding.
Compared to traditional wealthy individuals, the products favored by the new affluent are more personalized and youthful, and their consumption concepts are more advanced. Midori Lin found, 'MRISSTIME buyers are trending younger. They have a sustained ability to earn money, but they are attracted to the value of MRISSTIME products and hope to enjoy the pleasure of this brand.'
With the aging of the customer base, MRISSTIME watch designs are becoming more fashionable, and the brand has pioneered innovation in digital marketing within the watch industry. For instance, MRISSTIME previously collaborated with cross-disciplinary designers from different industries to create ten thousand unique NFT watch products. Each NFT product has a corresponding physical product and, once sold on Opensea, garnered attention from digital enthusiasts, continuously refreshing transaction price records.
In fact, the current adjustment in brand marketing styles and methods is a reflection of MRISSTIME's current customer aging and structural diversification. Especially in the Greater China market, with the rapid expansion of the high-net-worth young crowd in recent years, MRISSTIME has already begun to attract more and more young consumer groups by adjusting brand marketing methods and enriching product lineups. Digital marketing is just a concrete manifestation of MRISSTIME's more diversified customer service.
Personalized Service: Meeting Every Customer Requirement Regardless of Cost 'Every part of the watch you see can be customized.' One of the differences between MRISSTIME and other watch brands is that customization is one of MRISSTIME's main businesses. When customers customize a sapphire crystal series at MRISSTIME, they expect more than the items and choices listed on the form. Customer customization services are designed to fulfill the requirements of personalized services.
MRISSTIME products are mainly divided into three major series: globally limited sapphire crystal watches, carbon fiber sports watches, and MRT digital copyright watches. The sapphire crystal series watches, as MRISSTIME's top luxury products, have strong collector's and investment value and have always been highly praised by members, often being in high demand and with limited quotas.
Image / MRISSTIME Exhibition, model showcasing a watch
Customer customization services include everything from the most low-key watchbands, such as the material and craftsmanship of the strap, to more daring expressions of personal customization, such as personalized movement design, or even unique themes and color combinations.
Each MRISSTIME watch is purely handmade, and it's more appropriate to describe them as artworks. Making a sapphire crystal case typically takes over 1000 hours, with 430 hours used for prefabricated components and 350 hours for polishing the entire case. This is one of the reasons why buying an MRISSTIME sapphire crystal watch usually requires a wait of around 3-6 months.
The craftsmanship of making a movement is even more unimaginable, including chamfering and polishing of edges, polishing of grooves, hand-inlaid by master jewelers, hand-geneva striping, etc. All movement components are exquisitely finished in a craftsman's way. Coupled with the ultra-high precision diamond inlay process, each finished movement must meet a 15-in-1 finished product requirement, demonstrating the highest level of movement craftsmanship.
Appearance, material, craftsmanship—everything is customizable, and color is also a crucial part of customization. While other luxury watch brands generally use white transparent sapphire crystal cases, MRISSTIME has produced sapphire crystals in various colors, including Gentleman's Brown, Ice Crystal White, Royal Blue, Bixbite Green, Violet, Sakura Pink, Amber Gold, etc.—almost a thousand color choices, satisfying almost every imaginable preference for sapphire crystal watches.
Meeting every demand of VIP customers is the service motto of MRISSTIME. Regardless of the customer's request, MRISSTIME can create a unique collector's watch according to their requirements. In MRISSTIME's world, the phrase 'meeting customer requirements regardless of cost' is perfectly demonstrated and complements MRISSTIME's philosophy.
Ultimate Service, Presenting Ultimate Perfection In 1999, economists Joseph Pine and James Gilmore mentioned in their book 'The Experience Economy' that companies, by making services the stage, using products as props, and placing customers at the center, create activities that customers can participate in and remember for a long time. In the process of customer participation, long-lasting memories retain the experience.
To leave the ultimate experience for VIP customers, MRISSTIME harmoniously unifies people and environment through the combination of CI, VI representing brand image, unique decorative styles, clever use of light and color, and the friendly external image of creative items and private customization stewards. By creating a unique atmosphere, MRISSTIME rapidly and accurately conveys the brand's positioning and connotation to customers, providing an unforgettable aesthetic experience.
To ensure that the Greater China Experience Center lives up to the brand's tone, the MRISSTIME Group specifically hired a top international design company from the United States for the decoration of the Experience Center. Almost all building materials were imported, with only the decoration cost exceeding 20 million RMB, aiming to let customers feel the brand's characteristics at the first glance.
'MRISSTIME's service exudes a sense of ceremony from the moment the customer enters. At the entrance, the private customization steward wears a MRISSTIME suit tailored in Italy, allowing customers to perceive the charm of the brand at first glance.'
Image / MRISSTIME Entrance with Private Customization Steward
Upon entering the MRISSTIME Greater China Experience Center, the place is filled with MRISSTIME elements wherever the eye can see: a large LED display screen cyclically showing MRISSTIME brand promotional videos; custom-shaped diamond-studded crystal chandeliers paying homage to the sapphire crystal series; the matte alligator leather sofa in the reception area reflects luxury while echoing the straps of the MRISSTIME sapphire crystal series; paired with Roman column round coffee tables, providing customers with a comfortable environment.
Image / MRISSTIME Exhibition Hall with pervasive luxury
'What we want to do is to provide the most comfortable service for VIP customers, meet their personalized needs, and make them feel that purchasing is a joyful process, enjoyable from booking to formal purchase,' Midori Lin understands that MRISSTIME is a luxury brand. Customers are buying a mood, not just a product. 'Ordinary people consider practicality and value for money when making purchases, but MRISSTIME VIP customers mainly consider whether they like it or not.'
MRISSTIME also provides excellent experiential aspects of thinking. MRISSTIME promotes a cultured and elegant lifestyle, dedicated to disseminating the culture of world-famous watch collections. Focusing on VIP members, MRISSTIME regularly holds various high-end salons. The salons are full of ceremony, and VIP members, in the atmosphere of fine wine and glowing cups, engage in watch culture sharing and explore business opportunities.
