Anastasia MANIATIS

Faig KARIMLI

 Biggest watch
manufacturer in the world.
Subsidiary of the Swatch
Group founded by Nicolas
Hayek founded at 1980
Gross sales exceed CHF 9
million(2014)-4.6% over
the 2013
Growth of Net sales 3.0%
toCHF 8 709 millionin net
sale(2014)
Swatch Group has around
25000 employees.

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1

During 1970s,
quartz technology
declined the
share of Swiss
watches from
80% in 1946 to
just 42% in 1970.

Swatch concentrating on
production of high end
mechanical watches and not
interested in quartz technology,
not up to Swiss standards.

New
strategy

Acquisition of SSIH and ASUAG (Swiss Society for

the watch industry and General Swiss Watch
Industry)
INTRODUCTION OF NEW QUARTZ TECHNOLOGY
Adopting new technology and to pricing policy.
Offering more than 3000 designs. Segmentation of
customers
Introduced a new range of price in three price
segments.
Swatch fan collectors club.
New distribution strategy:
Shop in Shop
Mini boutiques etc.

Successful
result

Increase of sales
Exclusive Adds promotions.
New designs, discovers 140 designs
every year.
Aggressive & penetrating strategy.
Different R & D and Technology.
Well-organized designers were
employed.
Customers approach .

Conclusi
on
in business you have to
keep all alternatives open
business approaches
should be reviewed every
quarter
opponents always have
to be considered
broader client base is
very important

Thank you for your

attention !