Marketing study – Watchmaking Industry in Switzerland – Full Potential
Our 2016 Full Potential study looked at three watch brands: Omega, Tag Heuer and Swatch. The latter knew best how to hold its own scoring 64 points, i.e. ten more than the other two. It should be noted that this result places Swatch 4th in the 2016 overall raking: a nice advancement from 2015 when it ranked tenth.
Of course, Swatch does not play in the same category as Omega and Tag Heuer, which both have a luxury positioning among the middle segment. However, the detailed observation of the results comes with some surprises.
It is with advertising that Swatch made part of the difference: scoring 82, it has more that twenty points ahead its competitors, who are yet well above the overall average (47.4). Nothing particularly dazzling for Swatch, but simply a balanced use of the various markers.
Digital
In terms of digital approach, Swatch (41) and Omega (42) are neck and neck, while Tag Heuer has one short step ahead with 49 points thanks to… LinkedIn, particularly well-used. For the rest, the three brands are ultimately quite low on social networks with the exception of Instagram, a tool they all mastered perfectly (10 points each). Still, all three are above the average (37.4).
Branding
Finally, it is branding that complements Swatch’s advance. With 69 points, it outdistances Omega and Tag Heuer and their 58 points each, slightly above the overall average (54.9). Just like for advertising, Swatch makes the difference, because it is not low on any of the criteria. In front, Omega and Tag Heuer can progress on the Why and the segmentation.
Our advice for the watchmaking industry: improve the use of social networks with a strategy aiming at the commitment and not only at the reach.
Finally, it is branding that complements Swatch’s advance. With 69 points, it outdistances Omega and Tag Heuer and their 58 points each, slightly above the overall average (54.9). Just like for advertising, Swatch makes the difference, because it is not low on any of the criteria. In front, Omega and Tag Heuer can progress on the Why and the segmentation.
Our advice for the watchmaking industry: improve the use of social networks with a strategy aiming at the commitment and not only at the reach.