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Case 1-2
Swatch Makes Time for Luxury
From plastic to platinum—the wristwatch company known for fun fashion accessories is now
focusing on the watch as a status symbol. When Switzerland-based Swatch Group was founded
in 1983, popularly priced quartz watches made by Japanese firms had taken considerable market
share from traditional Swiss watch brands. Swatch’s bold idea for recapturing share was to
combine colorful cases, bands, and faces into eye-catching watches that were functional,
affordable, and fashionable. The company began introducing an ever-changing array of new
models, which helped consumers begin to think about wristwatches as both trendy and
collectible. It also decided to restrict some models to certain geographic areas. This encouraged
consumers to be on the lookout for new Swatches when traveling and to snap up models not sold
