<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for The Swatch Group (B): Omega X Swatch

The Swatch Group (B): Omega X Swatch

Deshpande, Rohit; Beyersdorfer, Daniela

Product #:523077
Supplier:Harvard Business School
Discipline:Marketing
Setting:Switzerland, 2022
Details:Supplemental Case (PDF) • 3 pages • 2023-02-21

Subjects:

Brand managementBrandingMarket segmentationMarketing strategyProduct managementProduct positioningSales and marketingMarketingBusiness managementSales and marketingMarketing

Industries:

Goods, trade, and consumer services

Geography:

SwitzerlandEurope
Your Price:$7.50

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega's most legendary watches. The launch created a frenzy among watch fans worldwide, with huge lines forming outside of the select Swatch stores selling the product and with social media channels lighting up. The case discusses some of the initial reactions to the hyped Omega X Swatch product launch, which represented a break with the distinctive brand positioning strategy that the group had been known for so far.

Learning Objectives

To highlight a co-branding project in a multi-brand group that represents a break with the previous marketing strategy. To have students discuss the benefits and challenges of such a project.
Loading
Supplemental Case Study: The Swatch Group (B): Omega X Swatch (English version) | Ivey Publishing