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Prestige and Luxury Range
High Range
Middle Range
Basic Range
Prestige and Luxury Range
Who I am?
Hand crafted, patiently finished, decorated, keeping up with
the noblest horological traditions
What I stand for...
Who I am?
High-complications and masterful complexities in the art of
watch making
What I stand for?
Luxurious jewellery w...
Who I am?
Fascinating timepieces combining technical complications
and pure refined aesthetics
What I stand for?
A symbol ...
Who I am?
Pioneer in the art of the Haute Horlogerie jewelry watch
What I stand for?
Custom dial designs for enthusiastic ...
Who I am?
Modern representative of a living German watchmaking
tradition that reaches back to the year 1845
What I stand f...
Who I am?
Exceptional creations, making time a luxury
What I stand for?
Express the sentiments and emotions of passionate,...
Who I am?
Watchmaking excellence, precision and innovation and has
introduced many of the industry's most groundbreaking
t...
High Range
Who I am?
Pioneering and elegant design
What I stand for?
Official timekeeper of international federations and
prestigious...
Who I am?
The use of sapphire, ceramics, and even high-tech diamond
that creates the strong, unique character
What I stand...
Who I am?
Pure elegance to dynamic sportiness, from classic retro
character to desirable feminine accessory, the Union Gla...
Middle Range
Who I am?
Authentic and accessible, using special materials, advanced
functionality and meticulous design detail to create...
Who I am?
All Balmain models meet the same high quality standards
and are subject to the same attention to detail
What I s...
Who I am?
Mid-priced sports watches, Certina has always set itself the
goal of providing outstanding quality at an afforda...
Who I am?
A high-precision, high-quality mechanical movement;
superior water-resistance, and excellent value for money
Wha...
Who I am?
Innovative minds with eye-catching shapes, unique designs
and the use of modern materials to craft
What I stand ...
Who I am?
Fluid, organic, sensual and integrated; a reflection of the
current trend
What I stand for?
The fashion accessor...
Basic Range
Who I am?
Affordable Swiss made watch
What I stand for?
An attitude, an approach to life, a way of seeing.
The sight of a ...
Originals $50-195 Plastic body Eye-popping colors Amazing materials Arresting design
Irony $90-370
Stainless steel and alu...
Brand Offering
Price
Art of watchmaking
Elegance
Fashionable
Stylish
Fun Sporty
Design & Technology Luxury
Excellence
Category Brand
Sales in million
CHF
% of total
watch sales
Selling price ranges
(CHF)
Prestige and Luxury
Range
Omega 1 32...
Brand positioning of Swatch group
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Brand positioning of Swatch group

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Study of Swatch group brands and how they are positioned.

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Brand positioning of Swatch group

  1. 1. Prestige and Luxury Range High Range Middle Range Basic Range
  2. 2. Prestige and Luxury Range
  3. 3. Who I am? Hand crafted, patiently finished, decorated, keeping up with the noblest horological traditions What I stand for? Inventiveness and the pursuit of perfection, respect for Haute Horlogerie Competition A. Lange & Söhne, Girard-Perregaux and JeanRichard Price Range $49’500- 1'026'500
  4. 4. Who I am? High-complications and masterful complexities in the art of watch making What I stand for? Luxurious jewellery watches, tradition of creativity, rarity, and quality without compromise Competition Tiffany & Co., LVMH, Richemont Price Range $3’500-655’200
  5. 5. Who I am? Fascinating timepieces combining technical complications and pure refined aesthetics What I stand for? A symbol of historical and cultural heritage and technological avant-garde Competition Tag Heur, Cartier, Rolex Price Range $22’700-197’800
  6. 6. Who I am? Pioneer in the art of the Haute Horlogerie jewelry watch What I stand for? Custom dial designs for enthusiastic clients Competition Cartier, Rolex, Omega Price Range $6’461-319’200
  7. 7. Who I am? Modern representative of a living German watchmaking tradition that reaches back to the year 1845 What I stand for? Excellence, modernity, originality, tradition, exclusivity and beauty Competition Montblanc, MeisterSinger, Sinn Price Range $23'900-64’000
  8. 8. Who I am? Exceptional creations, making time a luxury What I stand for? Express the sentiments and emotions of passionate, free women, ready to zealously pursue everything that matters to them
  9. 9. Who I am? Watchmaking excellence, precision and innovation and has introduced many of the industry's most groundbreaking technologies What I stand for? Pioneering spirit & connected to sports timekeeping Competition Tag Heuer, Cartier, Rolex Price Range $1'720-87'750
  10. 10. High Range
  11. 11. Who I am? Pioneering and elegant design What I stand for? Official timekeeper of international federations and prestigious sporting events. Longines has also marked the history of aviation and navigation by timing Competition Tag Heuer, Cartier, Rolex Price Range $600-12'150
  12. 12. Who I am? The use of sapphire, ceramics, and even high-tech diamond that creates the strong, unique character What I stand for? Surpassing oneself and of constantly pushing the boundaries of possibility Competition Piaget, Hublot Price Range $525-68'000
  13. 13. Who I am? Pure elegance to dynamic sportiness, from classic retro character to desirable feminine accessory, the Union Glashütte collection offers models for every style and occasion What I stand for? Time for the finer things in life, a piece of affordable luxury Competition Oris, Tag Heuer, Nomos Price Range $525-68'000
  14. 14. Middle Range
  15. 15. Who I am? Authentic and accessible, using special materials, advanced functionality and meticulous design detail to create pieces that are both precise and stylish What I stand for? Official Timekeeper and Partner of the NBA, FIBA, CBA, MotoGPTM, FIM World Superbike, AFL, RBS 6 Nations Rugby and the World Championships of cycling, fencing and ice hockey. Competition Casio, Tagheuer, Junghans, Oris Price Range $225-6695
  16. 16. Who I am? All Balmain models meet the same high quality standards and are subject to the same attention to detail What I stand for? Elegance and refinement, and meet the quality and esthetic of consumer Competition Raymond wiel, Movado, Charmex Price Range $330-3995
  17. 17. Who I am? Mid-priced sports watches, Certina has always set itself the goal of providing outstanding quality at an affordable price What I stand for? Certina has maintained a constant commitment to the field of sport, and particularly to motor racing, supporting a number of great sport stars Competition Jean richard, Raymond wiel, Movado Price Range $430-1860
  18. 18. Who I am? A high-precision, high-quality mechanical movement; superior water-resistance, and excellent value for money What I stand for? Timeless design with functionality Competition Tagheur, Sieko, Oris Price Range $525-9500
  19. 19. Who I am? Innovative minds with eye-catching shapes, unique designs and the use of modern materials to craft What I stand for? American spirit with modern Swiss technology Competition Jean richard, Raymond wiel, Movado Price Range $400- 1750
  20. 20. Who I am? Fluid, organic, sensual and integrated; a reflection of the current trend What I stand for? The fashion accessory watch Competition Tommy Hilfiger, Ralph Lauren, Giorgio Armani Price Range $195-710
  21. 21. Basic Range
  22. 22. Who I am? Affordable Swiss made watch What I stand for? An attitude, an approach to life, a way of seeing. The sight of a Swatch excites emotion. Competition Casio, Seiko, Citizen, Ice-watch Price Range $50-370
  23. 23. Originals $50-195 Plastic body Eye-popping colors Amazing materials Arresting design Irony $90-370 Stainless steel and aluminum models, sports chronographs to timeless classics Contemporary look and feel, Elegance & Casual style, Skin $110-160 Harmonious dial visuals and the signature 3.9 mm thin plastic case Super-slim and light as a feather Digital $100-140 Lcd on curved glass with touch function High tech – no push buttons Fun. Smart. Sporty. Flik Flak $35-75 Water resistant and shock resistant to survive the adventure of the kids World’s favorite children’s watch. fun and entertaining Maxi $170 These over sized watches are unique wall clocks Brightens up any room Sub brands
  24. 24. Brand Offering Price
  25. 25. Art of watchmaking Elegance Fashionable Stylish Fun Sporty Design & Technology Luxury Excellence
  26. 26. Category Brand Sales in million CHF % of total watch sales Selling price ranges (CHF) Prestige and Luxury Range Omega 1 325 33,9 > 1 800 Blancpain 115 2,9 > 10 000 Breguet 305 7,8 > 10 000 Léon Hatot 5 0,1 > 10 000 Jaquet Droz 9 0,2 > 10 000 Glashütte Original 60 1,5 > 10 000 Harry Winston - - - High Range Longines 380 9,7 900 to 3 000 Rado 365 9,3 750 to 4 000 Union Glashütte - - - Middle Range Tissot 395 10,1 300 to 900 Hamilton 138 3,5 350 to 2 000 Certina Mido Balmain CK Watch 150 3,8 150 to 1 500 Basic Range Swatch 640 16,4 < 70 Flik Flak - - -

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