Study of Swatch group brands and how they are positioned.

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 - - -