Swatch! Why others just watch

Abstract

Swatch watches have always been very popular among Singaporeans, about one out of seven Singaporeans owns a Swatch. We believe that the success of Swatch was due to the contribution of SMH's (Swiss Corporation for Microelectronics and Watchmaking Industries) strong marketing strategies and its focused objectives, rather than sheer luck. Within a short span of fourteen years, Swatch not only has achieved the objective of maintaining the Swiss position, but has also brought the Swiss a share of the market that was larger than before. Thus, we decided to map the success of Swatch and find out what critical factors have contributed to its phenomenal achievement. We also attempted to assess consumer attitudes towards Swatch and its competitors.