A Business History of the Swatch Group offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring, with the opening of subsidiaries in Asia, and the implementation of a new marketing strategy, characterized by the move towards luxury. Special attention is paid to the brand management of Omega, the Chinese market, and the Swatch Group’s competitors, such as Richemont, LVMH, and Fossil.
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