Everyone loves a rebel who does their own thing, so it should come as no surprise that Swatch is as popular as it is now. Despite taking a net income dip in 2016 (not the only analog watch company to do so), Swatch is in a great position in terms of sales and public image. In a nutshell: Swatch watches look good, are affordable, and come in a vast array of styles. It is the odd one out in the Swiss watch family, yet seems perfectly happy to stay that way.
Cheap and cheerful
While it’s true that some limited edition Swatch models will set you back in the hundreds, the average watch will cost you only $75 when brand new. For anyone browsing with their eye foremost on the price tag, this is pretty hard to beat, especially when other Swiss brands will charge around $4,500 (at least) for a basic model. Of course, the quality does skyrocket when we discuss brands like Rolex, Omega, Breitling, etc., but for the Average Joe simply wanting a normal watch, why pay any more than a hundred dollars? Cheaper Rolexes can be found, but calling them affordable is still taken with a hefty pinch of salt.
Colorful, fun, and unusual designs
If Swatch hooks you with the price, then you’re reeled in with the designs. Swatch has a massive advantage over many of its competitors, even the mighty newcomer the Apple Watch, and that’s because the designs are plain fun. Often silly and unusual but always eye-catching, Swatch designs aim to be different. Bold, bright, fluorescent and even customizable, Swatch gives the wearer so much choice. The company even had a watch designed by the infamous artistic pig known as ‘Pigasso’ – not something every business can claim.
No need for fairs
Know that Swatch only began life in 1983 (compared to a rival watch company like TAG Heuer in 1860) makes their forward-thinking business acumen and brashness less surprising. Just last month, Swatch declared that it will not take part in any future Baselworld trade shows, an event once deemed so illustrious that only the best of the best could attend. The watch-specific trade fair has seen declining numbers of exhibitors and attendees in recent years, but to completely refuse such a tradition speaks volumes regarding Swatch’s defiance of old-school ways. “There’s no need for it anymore,” said Swatch Group AG Chief Executive Officer Nick Hayek. “The world has changed.”
Rarely use brand ambassadors
Finally, Swatch likes to stand out with regards to how infrequently it uses brand ambassadors. After all, why sell cheap watches only to give a boatload of cash to a celebrity like Lewis Hamilton (IWC), Brad Pitt (Breitling), George Clooney (Omega), Roger Federer (Rolex), Cara Delevingne (TAG Heuer), Serena Williams (Audemars Piguet), David Beckham (Tudor), Kate Winslet (Longines), Usain Bolt (Hublot), Klay Thompson (Tissot)… You get the point.
As of now, the biggest name associated with Swatch is Kerry Wang, a famous Chinese singer and actor. While perhaps not a huge name in the USA and Europe, it seems Wang and Swatch intend to conquer the lucrative Chinese market and expand its reaches. A look at Swatch’s Instagram tells you everything you need to know about the marketing strategy. Light, colorful, and “everyman” adverts fill up the page, with no models trying too hard but simply embracing the liveliness that is Swatch.
Our verdict? The world needs Swatch’s lighthearted take on watchmaking – it’s something so rarely seen in the industry these days.
