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The Major Move into Luxury (Since 1995)

In: A Business History of the Swatch Group

Author

Listed:
  • Pierre-Yves Donzé

    (Kyoto University)

Abstract

The marketing strategy adopted in the early 1990s was pursued and developed in the years that followed. The main thrusts of this policy were repositioning to the high end; strengthening of differentiation between brands; and major investment in distribution. This means that whereas company growth in the 1980s was based on rationalization efforts within the Group, it was subsequently increasingly driven by marketing. Production systems were even revamped from this perspective — with a shift from manufacturing movements to manufacturing finished watches. The new marketing strategy implemented from the mid-1990s onwards was based on four main thrusts.

Suggested Citation

  • Pierre-Yves Donzé, 2014. "The Major Move into Luxury (Since 1995)," Palgrave Macmillan Books, in: A Business History of the Swatch Group, chapter 6, pages 72-91, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38908-4_6
    DOI: 10.1057/9781137389084_6
    as

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