IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01205746.html
   My bibliography  Save this paper

The Swatch brand, a global success
[La marque Swatch, un succès mondial]

Author

Listed:
  • Ulrike Mayrhofer

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Claire Roederer

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

In 2015, the Swatch brand launches its first connected watch called "Touch Zero One". This innovation is part of the international expansion strategy of Swatch Group, the world's leading watch manufacturer. It's the founder of the group, Nicolas G. Hayek, who developed the concept of the "second watch" sold at a low price, of good quality, artistic, emotional and Swiss made. By its low price, it is accessible to a large number of consumers and rapidly becomes an object sold in many countries. The values of the Swatch brand are founded on four pillars: art, entertainment, music and sports. These values are also declined in the points of sale, namely in its network of stores that continues to develop in both mature and emerging markets. This case-study concerns the marketing policy of the Swatch brand. The case covers detailed information about the Swatch Group, the Swatch brand, its international expansion and the brand strategy put in place. Students are asked to elaborate the international marketing policy and the branding policy for Swatch.

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2015. "The Swatch brand, a global success [La marque Swatch, un succès mondial]," Post-Print hal-01205746, HAL.
    • Handle: RePEc:hal:journl:hal-01205746
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01205746. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.