award extra


Published 01 Jan 1990
Reference 1853
Topic Marketing
Region Global
Length 48 page(s)
Prizes & Awards

This case is amongst the top 50 most popular cases in the 50 years history of The Case Centre – 1973-2023

2006 The Case Centre Best-selling Case in the Category 'Marketing'

Overall Winner of the 1991 Case Centre Awards


The case describes the development and international launch of Swatch, the new watch concept that revolutionised the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel. Now the time has come to review the very concept of Swatch, the consistency of its international actions, as well as the long-term viability of past or proposed product line extensions.

Teaching objectives

To illustrate the complexity of implementing a concept repositioning strategy through the proper marketing mix and communication mix. In more specialised courses (advertising, communication or consumer behaviour), the case permits instructors to examine in more detail diffusion of innovation, merchandising, sponsoring, psychological pricing, global versus local advertising, and management of fashion life cycles.

  • Marketing management
  • International marketing
  • Consumer behaviour
  • European Competitiveness
  • Europe
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