Case | HBS Case Collection | October 2003 (Revised January 2005)

Microsoft: Launching the Smart Watch

by John T. Gourville and Christina L. Darwall


Microsoft is on the verge of launching its Smart Watch technology, which will allow specially designed watches to receive up-to-date information on sports, business, traffic, news, etc. After several years of effort and millions of dollars spent, the questions now revolve around launch strategy and likely consumer adoption. Is this the next big thing for Microsoft or is this a waste of money and resources? Complicating the matter is the fact that although Microsoft designed and will operate the technology to deliver information to these watches, the watches themselves will be sold and marketed by several prominent watch-making partners.

Keywords: Customer Focus and Relationships; Information Management; Marketing Strategy; Product Launch; Product Positioning; Product Design; Product Development; Performance Effectiveness; Partners and Partnerships; Information Technology Industry;


Gourville, John T., and Christina L. Darwall. "Microsoft: Launching the Smart Watch." Harvard Business School Case 504-004, October 2003. (Revised January 2005.)