Case | HBS Case Collection | June 2004 (Revised November 2004)

Birth of the Swatch, The

by Youngme E. Moon


In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also includes a discussion of SMH, which controls Swatch, exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total.)

Keywords: History; Management; Product Positioning; Marketing Strategy; Business Startups; Brands and Branding; Manufacturing Industry;


Moon, Youngme E. "Birth of the Swatch, The." Harvard Business School Case 504-096, June 2004. (Revised November 2004.)