Case Analysis Swatch

Omega (part of the Swatch Group portfolio of brands), was facing a similar demise in the early 1990's and successfully repositioned itself and became a major profit driver for the group. It achieved this by carefully selecting its marketing programs and drastically trimming its product line from 2,500 to 130. This strategy needs to be applied to Swatch, which focuses on the basic and middle-priced market. This is supported by the fact that the number of resellers dropped from 3,000 in the early 1990's to 1,200 in 1998. Swatch needs to apply a SWOT analysis and determine which product lines are successful in this market space and drop the remaining products. In addition, the Swatch Group needs to look at their consumer base and determine if it would be profitable to launch a new product line that captures past consumers who have now progressed to the next stage of their lives and are desiring a more expensive and sophisticated watch. A marketing campaign needs to be chosen that helps attract new consumers in the basic and middle price market focusing on the smaller number of brands and a separate campaign should be created that focuses on

One of the primary change in strategies would require pruning Omega’s product lines to make it more coherent and to eliminate any potential intra-firm competition. Typically, the lower end models need to be pruned so that it could be positioned as a more effective Luxurious Brand to compete directly against other Luxury Brand watches. The prevention of any overlapping with sub-brands will ensure that there is no potential risk to the dilution of brand image as well as reduce the risk of cannibalization of the current product lines. This will also help in uplifting the overall brand image of the Omega brand by withdrawing a number of Omega’s low-priced models thereby boosting the band profitability which will ensure that there is enough opportunity for the improvement on brand margins - a key factor in reducing the price differences with Rolex. Another underlying argument is that this process will enable the exclusivity

This paper aims to examine the brand’s major strengths and weaknesses, the current target market and the new markets that Rolex has not yet covered. It will also investigate the state of affairs of the company’s major competitors, together with their marketing and pricing strategies. This report also provides some insight into the company’s operations and strategies that aim to preserve its leadership in the luxury watchmaking

That the parts of the watch are ordered in such a way that it will allow the watch to function

This device houses a movement that has numerous mechanical gears that spin and move the hands placed on the subdial. The subdial is the main display seen on any watch, on the subdial, there can be numerous complications showcasing not only the time but the moon phases, date, and power reserve. These parts are protected by the case, lug, and bezel. The device is secured to the wearer's wrist with a band made from a variety of materials such as steel, leather, and silicon. But the key feature of the mechanical watch is the crown as it is used to wind and power the watch with coils storing tension and releasing it ever so slightly. Patek Phillipe, Audemars Piquet, Panerai, and, Rolex are just some of the most renowned mechanical watch makers in the world. These companies have been the pioneers of new technology that has been immaculately built. Yet these companies build their branding by connecting more deeply with the customer offering them the whole customer experience with first class service, professional consultants, and other objects/tokens to show their appreciation to the customer with the purchase of every

You can learn a lot more about the products from the resources available on the website. The Our Roots section under the About category will provide you information about the different materials used in making of the watches. You can find the origins of your wooden watch and even get involved in planting trees. Furthermore, you can find the right watch based on the price, the colour or the material on the site. It’s also possible to find a smaller size watch if your hand is a delicate one.

Movado, a company established in 1881 by Achille Ditesheiem, has become one of the top luxury watch brands in the world today. Movado has always continually been innovating in all aspects. Movado 's historical success gives a strong background financially, technologically, and strategically. An analysis of the brand, the history, the present, jobs of high managers, customer responses, and incites. Will be presented with through details and examples. After the analysis, we expect to understand how the hierarchy of Movado created the one of the largest names in the watch making industry, the struggles faced by the company and what it takes to strategically plan such a big brand. Along with that we want to learn why Movado is able to attract

3. These fashionable brand watches are known to be tough and this is the third reason why consumers obtain branded watches. It is a considerable aspect to be aware of

Product: Fossil makes watches for Michael Kors and of date the accessory line hasn’t been graced by any strong branded company yet Our accessory line will be designed by innovative creators who are destined to obtain brand recognition instead of unknown designers that lack forward sight. Our materials for our new lines will include tribal print and animal print, through extensive research we have conclude that this will be a wave of fashion that if handled correctly will have a staying power that is detrimental in the handbag business.

Below their slogan for the ad, there is an explanation of what their watches go through on a daily routine for the pilots and for those who use the watch daily. There is a list of four locations around this nation where a buyer can go get their own Breitling Watch, at one of their own boutiques. To top off the ad that oozes authority, challenge, and excitement, the Breitling gold wings placard onto the page followed by the main slogan, “Instruments for Professionals”. The watch itself, the Super Avenger II; the black dials accented by white face plates, hints of red and blue compliment the watch. The band, a stainless steel showing off a matte silver color, shows a shine that is not offered by many. Watches of this caliber offer a level of quality and expertise and they are marketed to such a level so that the readers of Fortune Magazine can experience.

The firm does not have to deal with the pressure of shareholders who require short term benefits in order to show a profit from their investments through the redistribution of dividends. On the contrary, Rolex got the opportunity to reinvest the benefits in the company to improve distribution and after-sale services and to increase research and development. Rolex employs about 6000 people worldwide of whom 3300 employees are based in Geneva, setting Rolex as one of the main employers and tax payers of Geneva. They are selling around 750000 watches each year for an estimated turnover included between 2.5 and 3 billions, Rolex is the first brand of the luxury watch industry in term of sales (factory price). Moreover, Rolex possesses 22 subsidiaries companies spread all over the

team designed watches with focused distribution in specialty surf, skate, snow, and fashion stores. It

Rolex and Patek Philippe are part of the jewelry and watches market – watches consist of 20.8% of the jewelry

Smart watches are “wrist worn devices with computational power, integrated sensors, connectivity to other devices or Internet and an integrated clock” (Bieber et all, p. 1, 2012). More or less of the features on the new starting time of smart watches involve Global Positioning System (GPS), world clock, images and graphics (Apple, 2015). Conversely Rawassizadeh et al. (2014) provide the history of smart watches where the writer explains that initial watches were presented in 1970 as LED and LCD watches, although it was expensive to be made at that instant. Even though wrist worn devices were introduced more three decades ago, they have only gained significance and growth with the detonation of the market as numerous

Those strategies helped Swatch lead this market in the watch industry, selling 26 million swatches in 1992 and reversing SMH’s fortunes. Despite its success, there are some concerns whether the success of the Swatch would continue. Still, the world watch market was highly fragmented except Citizen, Seiko, and SMH. There were numerous watch competitors in Switzerland, Asia, and Unite states. The market share of Swatch was still relatively low in the single digits due to