How Swatch Revolutionised Watches & Successfully Marketed Itself

Swatch is a world leader in watch creation. Read on to find out how Swatch revolutionised watches & became a world leader in watchmaking.


Ramzi Chamat / 8 Ways Media
2015-07-13 08:08:00

Swatch watches are considered the most precise, stylish and affordable watches in the world. The company, which was founded in 1983 in Switzerland, designs, manufactures, distributes and services a complete range of wristwatches, including Swatch Originals, Swatch Irony and Swatch Touch, to name but a few.

Swatch is known, recognised and admired across the globe. Thanks to this highly successful brand, Switzerland enjoys a powerful reputation as the world’s leaders in watch creation. Swatch has managed to successfully promote and market itself over the years through a focus on exceptional technology and precise marketing.

Read on to learn how this powerful brand became one of the world’s most recognised and respected watchmakers in the world:


Swiss-Lebanese entrepreneur, Nicholas Hayek, was the co-founder, CEO and chairman of the Board of the Swatch Group until his death in 2010.

In the 1970s, Swatch watches were struggling to compete with the competition. Their name was hardly recognised, but Hayek made a move that revolutionised the company by designing watches with 50 components instead of 100. This drastically reduced the price of Swatch watches, thus contributing to a surge in sales.  


Hakey also introduced designs that were far more colourful and appealing than traditional watches. When you think of a Swatch watch today, what typically comes to mind is a bright, fun and colourful watch strap with an equally fun watch face. Until this point, it was unheard of for watches to feature endless colours and unique designs, but the tactic worked and the world came to know and love the Swatch brand like no other.

Appeal to the Masses  

Despite the first rule of global competition being to focus on niche marketing, Swatch has plainly ignored this piece of advice and covered every geographic market and price point imaginable. The brand has a complete line of watches designed specifically for children that are bright, fun and appealing. These watches come as cheap as $20.

However, it also has a full range of watches designed for men and women, and these watches range from $50 right through to $1000+. Today, every age group can relate to Swatch and there is a design out there for everyone.


It was during his time as CEO that Hayek also focused carefully on marketing. The company consequently became associated with anything new and popular, including volleyball, skateboarding, breakdancing and all other activities that were considered in fashion during the 1970s and 1980s. Before too long, these sports consequently came to be associated with Swatch. Swatch was thus an instant hit, and eventually the brand took over the luxury watch market.

Swatch is a company that revolutionised watches and the brand remains the world’s favourite producer of watches even to this day. This billion-dollar watchmaker is one of the only brands with such a passionate and loyal fan base who are spread across the globe

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