This document outlines different categories and brands in the watch industry categorized by prestige, luxury, high, middle and basic ranges. It provides information on who the brands are, what they stand for, their competition and price ranges for each category. The top category is prestige and luxury watches ranging from $49,500 to over $1 million from brands like Omega, Blancpain and Breguet. The next category is high-end watches from $600 to $12,150 from brands such as Longines and Rado. The middle category spans $150 to $6,695 from brands like Tissot, Hamilton and Certina. The basic category includes affordable Swiss watches under $370 from Swatch.

2. Prestige and Luxury Range
High Range
Middle Range
Basic Range

3. Prestige and Luxury Range

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. High Range

12. 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

13. 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

14. 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

15. Middle Range

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. Basic Range

23. 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

24. 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

25. Brand Offering
Price

26. Art of watchmaking
Elegance
Fashionable
Stylish
Fun Sporty
Design & Technology Luxury
Excellence

27. 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 - - -