At the end of 1970s, the Swiss watchmaking industry fell into an unprecedented crisis. At that time, the proportion of Swiss watch production in the global market had dropped sharply from 43% to 15%. Revitalizing the Swiss watchmaking industry has become an urgent and arduous task. 1978, the world's thinnest watch was born, which once again posed a severe challenge to the Swiss watchmaking industry.
Swiss watchmaking industry is determined to overcome difficulties and build thinner timepieces.
1985, nicolas G Heyek, the father of Swatch, reorganized Asuag and SSIH for more than four years, which eventually led to the merger of two watch companies to form Swatch Group. The watchmaker of Swatch Group not only created a new ultra-thin watch record, but also invented a brand-new watchmaking process. This watchmaking process adopts an integrated case, and the bottom of the case is used as the bottom plate for installing the movement. The movement is installed from the top of the watch, and the installation of sapphire crystal glass mirror becomes the last process.
Simplifying complexity is a bold but extremely successful reversal of watchmaking technology. However, can you make a more cost-effective watch with plastic? Swatch Swatch Group leads the Swiss watchmaking industry on the journey to conquer the next challenge.
A watch made of plastic should have a movement that is easy to wind and set, and it must be able to install the movement from one side of its plastic casing. In addition, the male and female watches of plastic watches should also use the same base. After numerous improvements, the watchmakers of Swatch Group replaced at least 965,438+0 parts that usually constitute watches with 565,438+0 parts, which finally made plastic watches possible.
Swatch Swatch watches are made of Swiss timely movement and synthetic materials, which are waterproof and shockproof, accurate in timing and affordable. Watches are especially suitable for mass production with rich color choices.
Swatch Watch is a young and innovative watch, made exclusively in Switzerland, which has become a perfect symbol of passion, interest and hobby in life.
Swatch Watch: Win with "Cheap" Watch
In the early 1980s, under the impact of cheap brands such as Citizen, Seiko and Casio, Swiss watches lost their place in the middle and low-end goods market. In order to revive the glory of Swiss watches, 198 1 year, eta, a subsidiary of Switzerland's largest watch company, began to launch the famous swatch watch.
In order to promote Swatch watches, they made an amazing move and designed a huge Swatch watch, which was 500 feet long and hung in the headquarters building of Commerzbank, with the following short message written on it: "Swatch Switzerland 60 Deutsche Mark". Commerzbank is the tallest skyscraper in Frankfurt. The move immediately caused a sensation, and the German press made many advertisements for Swatch for free. In the next two weeks, every German knew about Swatch. Swatch also broke the traditional concept that "cheap goods are not good". Although the price of Swatch is only $40 to 100, it has the high quality of Swiss watches: light weight, waterproof and shock-proof, electronic simulation, and the watchband is a plastic band with many colors, all of which are bright and suitable for sports.
In order to make people wear Swatch as a kind of entertainment, Hayek, the boss of Swatch, established Swatch member club, sold special watches to member consumers and invited them to participate in club activities. Club members will also receive the exquisite Swatch Watch Magazine, which is a full-color quarterly magazine with all the information about Swatch watches.
Swatch has also become a fashion symbol and a popular symbol. "Last year's Swatch watch can't replace this year's Swatch watch." This is Swatch's goal. Swatch constantly introduces new styles of watches every year, and carefully designs creative advertisements to stimulate consumers' interest and make people anxiously look forward to the emergence of new products. Many people own more than one swatch watch, because they want to wear watches of different colors at different times and on different occasions. Swatch's strategy made many fascinated customers flock to buy the new fashion watches. A businessman owns 25 Swatch watches. Every day, he changes into a suit, tie, shirt and a swatch watch.
Swatch also broke through the watch's simple timing function-its new interpretation of the concept of time lies not only in the diversity of styles and gorgeous colors, but also in the application of high-tech achievements, reflecting rich artistic imagination. For example,1April 1998, swatch 1998 held exhibitions in several famous commercial buildings in Shanghai in spring and summer, just like an exhibition of works of art. Swatch gives each new style a romantic or deep name, which contains evocative cultural connotations, such as "spectrum", "aiming time" and "fourth time", all of which are based on the theory of time dynamics; There are also Rose, Forbidden Fruit, Remind me and Old Love, which are very attractive to lovers in love. And "exploration", "periscope" and "carbon element" are undoubtedly power machines for young people who are eager to explore the mysteries of science! Swatch's special brand personality really captured the hearts of young people!
Swatch's alternative marketing is also reflected in the unique promotion skills-maintaining a high-grade and low-price brand image requires extraordinary promotion skills. Low price and high taste seem difficult to reconcile, but swatch has a different set of kung fu. All Swatch watches will stop production after five months on the market, so even the cheapest watches will have collectible value. Moreover, Swatch Company launches a limited edition version of fashion watches design twice a year. Swatch watch collectors have the privilege to bid for one of the design versions. The problem is that the company may only produce 40,000 watches, while the collectors' orders are 65,438+10,000 or more. The company had to hold a lucky draw to decide 40,000 lucky collectors who could buy watches. Chdsties auction house regularly auctions Swatch watches before. A collector spent $60,000 on several Swatch watches.
Swatch watches have a history of only 12 years, but they have achieved the status of "modern antiques". In the Lisbon Museum, there are a limited number of Swatch watches, which are protected by bulletproof glass. Swatch has its own multi-million dollar "Swatch Emotional Experience" exhibition, which is exhibited all over the world. Swatch has her own retail store. In Milan's famous Vimont Napoleon Fashion Street, Swatch shops attract more tourists than any other famous shops in the street. Sometimes there are too many customers, and the store will report four digits through the loudspeaker. Only when the customer's passport number contains these four digits can he enter the store to buy.
Swatch's alternative marketing quickly gained high returns, and the enterprise design implemented by 1983 greatly enhanced Swatch's value. By 1992, Swatch's sales reached $2 billion, its profit was $280 million, and its market value exceeded $3.8 billion.
As a model of Swiss famous watches, Swatch Swatch watches are also a young force in the world famous watches. Swatch Swatch watches are ticking forward with the rhythm of modern life with its fashionable and colorful colors, lively design and subversive traditional shape. Swatch watches convey unprecedented thinking about time and have been recognized and accepted all over the world. Swatch watches with unique styles have sold more than one million worldwide, and it only took a short time of 18 years-when Swatch started in the early 1980s, this market was once considered by experts as having no future. This is a world record!
Before Swatch, no popular brand made such achievements: in a very short time, it occupied the hearts of fans around the world and gained a firm foothold; In addition to maintaining the existing map, it continues to extend to other fields. On the eve of the Millennium, Swatch is still full of energy, strong, bold, creative and provocative, and its sales performance is booming. The reason for success is no secret: Swatch is more than just a watch that shows time.
Swatch's message touched everyone's heart: regardless of national culture or age. Mood-filled, exciting, inflammatory and creative ideas made Swatch win at home. "Let everyone know that every second of your life is not wasted. Be curious, dare to accept new things, make your life different, and more importantly, share this idea with others! " Heyek, president of Swatch, can best explain Swatch's philosophy.
Swatch would not have been born without a bold leader who believed in his vision. Everything related to this watch is full of innovation and provocation: from appearance to internal parts, technology, and the way it came out. No matter where she is, she focuses her eyes in a unique way. Spent a lot of money on this ticking miracle without reservation, so that she can have a suitable stage to play. Artists and designers work hard for her appearance, and pop masters cut clothes for her. The limited edition of special watches has become a must-buy collection for collectors. This plastic watch, which was born at the beginning of 1980, can develop into an internationally renowned brand with distinctive personality, thanks to traditional marketing techniques, unique taste and pioneering spirit.