Case | HBS Case Collection | January 2012 (Revised January 2014)

The Swatch Group

by Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer


In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential adjustments to Omega's product, pricing, distribution, and promotion strategies impact the sales of the Swatch Group's other 18 watch brands?

Keywords: Marketing Strategy; Brands and Branding; Manufacturing Industry; Consumer Products Industry; Apparel and Accessories Industry;


Deshpandé, Rohit, Karol Misztal, and Daniela Beyersdorfer. "The Swatch Group." Harvard Business School Case 512-052, January 2012. (Revised January 2014.)