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Prize winner
Case
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Reference no. 589-005-1
Subject category: Marketing
Authors: Helen Chase Kimball (INSEAD); Christian Pinson (INSEAD)
Published by: INSEAD
Originally published in: 1987
Version: 06/2023
Revision date: 9-Jun-2023
Length: 49 pages
Data source: Field research
Topics: Marketing management; International marketing; Consumer behaviour; European competitiveness; Europe
Notes: To maximise their effectiveness, colour items should be printed in colour.
Share a link: https://casecent.re/p/9091
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Abstract

Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel. Now the time has come to review the very concept of Swatch, the consistency of its international actions, as well as the long-term viability of past or proposed product line extensions.

Time period

The events covered by this case took place in 1986.

Geographical setting

Region:
World/global
Countries:
Switzerland; United States

Featured company

Swatch AG
Industry:
Watches

Featured protagonist

  • Chris Keigel (male), European Marketing Manager
Teaching note
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Reference no. 589-005-8
Subject category: Marketing
Authors: Christian Pinson (INSEAD)
Published by: INSEAD
Originally published in: 1988
Version: 04/2021
Revision date: 4-May-2021
Length: 12 pages
Data source: Field research
View full details
Teaching note supplement
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Reference no. 589-005-8B
Subject category: Marketing
Authors: Christian Pinson (INSEAD)
Published by: INSEAD
Published in: 2005
Length: 3 pages
Data source: Field research
View full details
Case
-
Reference no. J589-005-1
Japanese language
Subject category: Marketing
Authors: Helen Chase Kimball (INSEAD); Christian Pinson (INSEAD)
Published by: INSEAD
Originally published in: 1987
Version: 06.2015
Length: 51 pages
Data source: Field research
Topics: Marketing management; International marketing; Consumer behaviour; European competitiveness; Europe
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel. Now the time has come to review the very concept of Swatch, the consistency of its international actions, as well as the long-term viability of past or proposed product line extensions.

Settings

Time period

The events covered by this case took place in 1986.

Geographical setting

Region:
World/global
Countries:
Switzerland; United States

Featured company

Swatch AG
Industry:
Watches

Featured protagonist

  • Chris Keigel (male), European Marketing Manager

Related

Teaching note
-
Reference no. 589-005-8
Subject category: Marketing
Authors: Christian Pinson (INSEAD)
Published by: INSEAD
Originally published in: 1988
Version: 04/2021
Revision date: 4-May-2021
Length: 12 pages
Data source: Field research
View full details
Teaching note supplement
-
Reference no. 589-005-8B
Subject category: Marketing
Authors: Christian Pinson (INSEAD)
Published by: INSEAD
Published in: 2005
Length: 3 pages
Data source: Field research
View full details
Case
-
Reference no. J589-005-1
Japanese language
Subject category: Marketing
Authors: Helen Chase Kimball (INSEAD); Christian Pinson (INSEAD)
Published by: INSEAD
Originally published in: 1987
Version: 06.2015
Length: 51 pages
Data source: Field research
Topics: Marketing management; International marketing; Consumer behaviour; European competitiveness; Europe
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Awards, prizes & competitions
1991 - The Case Centre Awards - Overall winner
Extra information