The Case Centre’s top 40 bestselling cases

2nd place - Swatch
The case
Case: Swatch Swatch
Authors: Christian Pinson and Helen Chase Kimball
Institution: INSEAD
Ref: 589-005-1
Date published: 1987
Swatch revolutionised the watch industry and rescued Swiss watchmaking from a forty-year slump. This case traces the development and launch of Swatch, and how the management of Swatch AG, a subsidiary of the world’s second largest watchmaker, SMH, prepared to maintain sales growth and develop a long-term international strategy against a backdrop of worldwide competition. The case has an accompanying video.
The authors

Christian Pinson is Emeritus Professor of Marketing at INSEAD.

Helen Chase Kimball was a Research Associate at INSEAD when this case was written.


Back to the top 40 cases

Share this page:

Celebrating our first 40 years


We’re celebrating our 40th year as the only global, not-for-profit organisation dedicated to promoting the case method and sharing our world-leading expertise in case teaching, writing and learning.

We’d love hear from you as we roll out our programme of events to mark this special anniversary year. Share your experiences of case teaching or writing, or tell us about your first impressions if you’re new to the case method.

You can also join our growing international community on LinkedIn, Facebook and Twitter, or enjoy the benefits of becoming one of our valued members.

Here’s to the next 40 years!