The case examines the success of the Swatch Company led by Nicolas G. Hayek. Having achieved strong sales growth in 2010 that surpassed $10 billion, the company's goal is now to overtake the long-established brand Rolex. To achieve this, Swatch debates strategies around advertising, branding, and expanding into overseas markets like the United States. Previously, Swatch struggled against competition from inexpensive watches but evolved its strategies over time to regain market share.