The Swatch brand, a global success

La marque Swatch, un succès mondial

Ulrike Mayrhofer () and Claire Roederer ()
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Ulrike Mayrhofer: MAGELLAN - 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

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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.

Keywords: Brand policy; international marketing.; Politique de marque; marketing international. (search for similar items in EconPapers)
Date: 2015
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Published in 2015

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02047188

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