Senate Hall Academic Publishing

Journal of Strategic Management

Click the JSME logo for a sample strategy paper

Publications & Abstracts below

ISSN: 1649-3877

Listed by: Cabells and EBSCO

Frequency: 1 online Volume per year


The Comeback of the Swiss Watch Industry on the World Market: A Business History of the Swatch Group (1983-2010)

JSME Vol 8: Issue 2, 2012

Author(s): Pierre-Yves Donzé (Kyoto University, Japan)

This article offers a study of the sources of competitiveness for firms in the fashion and luxury goods industry. It focuses on Swatch Group, the world’s biggest watch company, using a business history approach. Whereas most researchers give priority to marketing strategies when explaining the success of European luxury and fashion companies, this papers argues that production strategies also play a key role and must be taken into consideration. The detailed analysis of the sources for Swatch Group’s competitiveness since its founding in 1983 makes it possible to highlight the importance of two main complementary strategies for supporting its growth: first, supply-chain management strategy (rationalization and globalization of production) to cut production costs; and second, rebranding strategy (shift to luxury and tradition). This case study shows that cost competition still matters in industries with high value-added and maintains that the product development strategy in this industry is more about marketing than product innovation, as product rebranding is more important than technical innovation per se.

Keywords: Watch Industry; Switzerland; Swatch Group; Luxury Goods; Marketing Strategy

Purchase this Article

To purchase this article click the Add To Order button below. The paper will be delivered electronically as a watermarked PDF file with a licence to make the number of copies ordered. Delivery of the article to your email address will normally be within 24 hours of placing the order online. If you would prefer to post or fax your order then please CLICK HERE for a printable order form. If you experience any difficulties please email us at:

If you wish to take out a yearly subscription to this journal CLICK HERE for prices and to order

Paper Pricing
USA and Rest of World
US Dollars($)
Euros (€)
Great Britain
Sterling (£)
Article Price