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How Swiss Watchmaking Brands are Communicating Made in Switzerland

In: Fashion Communication in the Digital Age

Author

Listed:
  • Alina Rech

    (USI - Università della Svizzera italiana)

  • Alice Noris

    (USI - Università della Svizzera italiana)

  • Nadzeya Sabatini

    (USI - Università della Svizzera italiana
    Gdansk University of Technology)

Abstract

Country-of-origin indications, also called “made in” labeling [35], are utilized in marketing strategies by companies to distinguish themselves from others, trying to associate their products with positive characteristics [9]. Swiss watchmaking companies have an iconic status that is essential to their reputation - mainly due to their high quality, precision, innovation, and craftsmanship [7]. They are also using country-of-origin information as a competitive advantage in their communication strategies [11]. Although people have become acquainted with the “Swiss-made” label, and numerous studies have been dedicated to diverse Swiss watchmaking field topics [26], a significant research gap exists regarding the understanding of what are the “made in Switzerland” communication strategies and how Swiss watchmaking brands are using them. This study aims to examine how country-of-origin symbols - considering Swiss made related terms - and watchmaking-related words are employed by analyzing the official communication of thirty Swiss watchmaking brands.

Suggested Citation

  • Alina Rech & Alice Noris & Nadzeya Sabatini, 2023. "How Swiss Watchmaking Brands are Communicating Made in Switzerland," Springer Proceedings in Business and Economics, in: Nadzeya Sabatini & Teresa Sádaba & Alessandro Tosi & Veronica Neri & Lorenzo Cantoni (ed.), Fashion Communication in the Digital Age, pages 99-112, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-38541-4_10
    DOI: 10.1007/978-3-031-38541-4_10
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