The 30th edition of the Journées internationales du marketing horloger (JIMH) is scheduled for September 29, 2026, at the Théâtre de L’Heure Bleue in La Chaux-de-Fonds, Switzerland. According to event organizers, this year’s program focuses on how artificial intelligence, digital anthropology, and web data are reshaping consumer analysis in the watchmaking industry.
Event Details and Core Themes
Organized in partnership with the 12th Biennale du patrimoine horloger, the conference brings together researchers, consultants, and industry professionals. Sessions move beyond traditional sales statistics and export data to explore digital discourse analysis, search engine optimization (SEO), search engine advertising (SEA), social ads, and AI-assisted competitive intelligence. According to the published agenda, discussions also address how conversational agents represent luxury brands to modern buyers.
The program highlights new growth geographies, featuring a dedicated focus on India and Mexico by Karine Szegedi of Deloitte. Additional sessions examine the North American luxury customer journey with Léo Trespeuch from the Université du Québec à Montréal, alongside consumer behavior insights presented by Benjamin Perregaux of Antropomedia.
Expert Panels and Industry Data
The conference schedule tackles emerging challenges across several specialized sessions:
- Collector Insights: Roy Davidoff of Roy & Sacha Davidoff SA addresses the strategic role of watch collectors.
- AI Analytics: Olivier R. Muller of Luxe Consult evaluates the balance between analytical power and the risk of overinterpreting data using artificial intelligence.
- Luxury Resale: Karthigejan Kangatharan from the Université de Neuchâtel presents research on product customization and its effects on luxury resale intentions.
- Discursive Data: Magali Bigey of the Université de Franche-Comté explores market analysis shifting from declared statements to emerging digital discourses.
- Digital Ads Intelligence: Jérémy Dougoud of Efficience Strategy discusses the utilization of SEA, SEO, and social ads as tools for market comprehension.
- AI Visibility: Alexandre Olive, founder of the Luxury AI Report and Elia-Atelier, examines how watch brands appear within AI-generated responses.
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