|
Swiss watch brand Swatch - real watches of Swiss quality. People who utters the word "Swatch" no brag, but show their attitude to the world. It is simply impossible that such watches were out of fashion because the Swiss company is constantly releasing new products - at least two models per year, on the creation of which employ the most famous designers and watchmakers in the world. Swatch wrist watches are very practical and easy to use, without losing its elegance and, of course, luxury.
During its existence, the Swiss watch company Swatch with the sonorous name has not lost the status of "real" watches, despite the fact that there were enough companies which wanted to spoil the reputation of Swatch. To maintain its place of honor in the market among other manufacturers, the owner and founder, Nicholas Hake used the following principles: first, he sought to make their watches more accessible, but at the same time do not forget about supplying consumers with more, making brands with various price categories. Secondly, he tried to make the watch not just a purchase in a collection, but rather as a fashion attribute that can be changed frequently. It's really for young people. Third, Nicholas has not forgotten, of course, that the Swiss watch - it is high accuracy and quality. Fourth, the clock should not be just an ornament, but also functional assistant. These four principles have helped the company raise the Swatch watch at the top in popularity.
The company acted very cleverly in order to become famous. It began making watches in low price category, but at the same time, the price did not influence the quality, and the Swatch wrist watches went perfectly. When the word Swatch was already in many people's lips, specialists started thinking about that the better-off consumers to make them buy more impressive and more expensive brand. And then the company began to produce watches with higher price category.
Is there a secret that would explain such a resounding success of Swiss watch company Swatch, which has contributed to this, really? Let us look for the answer to this question to the sources ...
In March 1983, was based watch brand Swatch. Swatch company was founded by Nicholas Hayek, who in the 70s was one of the leading consultants in industrial production. It was a difficult time for the Swiss watchmakers. The Japanese company, Seiko and Casio were producing quartz watches, which were more affordable, and sometimes more accurate and visually attractive than mechanical Swiss watches. In the struggle with rivals suffered a lot of companies, both small and unknown, and the leaders of the watch industry. In 1982 he addressed the issue of elimination of the pillars of the Swiss watch market and a significant proportion of the entire industry.
The company Hayek Engineering, which belongs to Hayek, was asked by the creditors of two bankrupt leaders in watch industry for help. Creditors believed that these companies can not further produce watches in Switzerland, because in Japan watches becomes cheaper every day. Then, Hayek proposed to merge these two companies, so they did not spend their remaining resources to compete with each other. The motion was approved. After the unification, Hayek started releasing programm of production watches in a low price segment at $ 50. In addition he proposed to buy 51% of shares in combined companies for 151 million francs.
Hayek made a bet on the branch of ETA watches, which was under the command of a certain Ernst Tomka. This company in the 70s produced a unique model of a wristwatch, called Delirium, whose thickness was only 1 mm. It was the most subtle Swatch watch with a limited number of components. Hayek has combined the simplicity and elegance of fine watches with the latest techniques of the production of quartz movements. As a result, has created a slim plastic watch Swatch, consisting of 51 components instead of 91 parts, and at the same time preserving the accuracy and reliability.
In 1983, Hayek showed lenders ready concept. The concept is known as Swatch - Second Watch, which were very cheap everyday watch, which was made in the new Swatch brand style. Swatch watches are also called Swiss Watch. One year later, the number of holders of Swatch wrist watches was more than a million . Buying Swatch watches could afford any practical person, thanks to extremely low prices on the production.
Inspired by the commercials, reliability and quality of the new product, people began to collect and buy several pairs of Swatch watches. The company, which combines 18 brands, including Swatch, was named The Swatch Group. All this has led to the fact that in 1986 the company's sales exceeded 1 billion Swiss francs, and The Swatch Group became world leader in watchmaking business, controlling more than 25% in this sphere.
Now under the name Swatch is available seven watch lines that are worldwide recognized:
1. Natural Sophistication
2. Organic Explosion
3. The Age of Rust
4. Sailway
5. Neon Streams
6. Core Collection
7. Chrono Plastic
Also there is wrist watch line Flik Flak, which produces children's watches.
The company has developed new models: Swatch Beat (with automatic GMT), Irony (metal clock), Swatch Snowpass (with PBC at the turnstile) and thinnest in the world - Chrono Swatch skin Chrono.
Swatch group is the official chronograph t the Snowboard World Cup and the Olympics. This fact once again proves company's superiority in technology and science, as well as outstanding technical capabilities. |
