Swatch

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.

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.