- THROWBACK -
“Positioning is not what you do to the product. It’s what you do to the mind.” - Jack Trout.
In the early 1980s, the brand Swatch had already established a clear positioning as you can see in the leaflet below (1983).
Without going into any details but with a cursory look to the ad, consumers can perceive three points, which are the versatility, the quality and the emotions of the brand.
Versatility: Even if the brand obviously targets trendy people, it is addressed to everyone, at anytime and anywhere. You can see both men and women on the ad; situations described through the text and pictures are not the same: from sophisticated (cocktail’s picture) to sportive ones (swimming’s picture), these watches can adapt to any situation! We can also notice a play on words with “Anywear” (anywhere + wear); in addition to possibly wear it anywhere, it can also make reference to the comfort of wearing the watch (so enjoyable that customers forget they are wearing something) or to the fashionable function of the watch (customers don't need anything else once they wear their Swatch) or… Do not hesitate to comment below to give us your perception!
Quality: The drawing of the deconstruction of the watch on the left reveals the technical nature of the product. Yes Swatch is at an entry level, yes it is simplified in comparison with former watches, but this watch is more complex than we can think. Indeed, the production of the watch is more sophisticated than it is in appearance. The repetition of the Swiss flag picture and of the words “Swiss” and “resistant” in the ad are also enhancing the quality of the product since these elements refer to good quality.
Emotion: The brand had already understood that the positioning must go beyond attributes and benefits to catch customer’s emotions. Indeed, the catchphrase “Life should be an adventure” does not only introduce the description below but is also introducing the experience customers should share with the brand. Once again, Swatch is not only about the product, Swatch is about lifestyle.
Versatility: Even if the brand obviously targets trendy people, it is addressed to everyone, at anytime and anywhere. You can see both men and women on the ad; situations described through the text and pictures are not the same: from sophisticated (cocktail’s picture) to sportive ones (swimming’s picture), these watches can adapt to any situation! We can also notice a play on words with “Anywear” (anywhere + wear); in addition to possibly wear it anywhere, it can also make reference to the comfort of wearing the watch (so enjoyable that customers forget they are wearing something) or to the fashionable function of the watch (customers don't need anything else once they wear their Swatch) or… Do not hesitate to comment below to give us your perception!
Quality: The drawing of the deconstruction of the watch on the left reveals the technical nature of the product. Yes Swatch is at an entry level, yes it is simplified in comparison with former watches, but this watch is more complex than we can think. Indeed, the production of the watch is more sophisticated than it is in appearance. The repetition of the Swiss flag picture and of the words “Swiss” and “resistant” in the ad are also enhancing the quality of the product since these elements refer to good quality.
Emotion: The brand had already understood that the positioning must go beyond attributes and benefits to catch customer’s emotions. Indeed, the catchphrase “Life should be an adventure” does not only introduce the description below but is also introducing the experience customers should share with the brand. Once again, Swatch is not only about the product, Swatch is about lifestyle.
Throughout its development, the brand will continue to create a lifestyle and an experience around the product as you can see with the invention of the “swatcher” verb on the invitation card below (1984). It would appear that Swatch still truly wanted to create a connection with its customers.
In 1996, Swatch has remained true to its values, quality at a low price. And the brand does not forget to bring emotion to the product as Nicolas G. Hayek has quoted in 1996: “The Swatch, it’s me: good quality, low price, provocation, happyness. Well, it was me: now, I am too old”.
In 1996, Swatch has remained true to its values, quality at a low price. And the brand does not forget to bring emotion to the product as Nicolas G. Hayek has quoted in 1996: “The Swatch, it’s me: good quality, low price, provocation, happyness. Well, it was me: now, I am too old”.
- TODAY -
The aim of the brand is still to offer “a high-quality watch at an affordable price” (www.swatch.com).
Price: As explained in the previous articles Branding Strategies, Brands Portfolio Analysis, and Brand's POD POP, Swatch is part of the Basic Range of the Swatch Group, also known as an entry-level product. This would mean the brand Swatch is more affordable than the other ranges of the group (Prestige and Luxury Range for example) since you can buy a Swatch watch from 40€. But the strength of Swatch is not only based on the low price, it also resides in the quality and in the innovation.
Quality and Innovation: Swatch watches are “Swiss made”, and the brand do not hesitate to remind it with the Swiss flag on its logo.
Price: As explained in the previous articles Branding Strategies, Brands Portfolio Analysis, and Brand's POD POP, Swatch is part of the Basic Range of the Swatch Group, also known as an entry-level product. This would mean the brand Swatch is more affordable than the other ranges of the group (Prestige and Luxury Range for example) since you can buy a Swatch watch from 40€. But the strength of Swatch is not only based on the low price, it also resides in the quality and in the innovation.
Quality and Innovation: Swatch watches are “Swiss made”, and the brand do not hesitate to remind it with the Swiss flag on its logo.
Look how the Swatch watches below are originals. Obviously, these watches are not only supposed to indicate the time. They are definitely accessory watches.
Besides, nobody really knew the real meaning of Swatch, some are thinking of the association of “Swiss” and “Watch” whereas others are rather thinking of “Second” and “Watch”, which means the brand encourage people to have several watches.
Indeed, it must be remembered Swatch watches are mostly in plastic (before line extensions, the first products were all in plastic). The brand has completely broken the rules with this material, which was not already used by the competitors! In this way, Nicolas G. Hayek has transformed this POD in strength. He made the positioning exclusive since the brand brought a new utility to watches. The low price allows consumers to have several watches, as if it is an accessory. And the limited edition of each watch definitely confirms this positioning of a fashion watch. As the founder Nicolas G. Hayek said in 2009, one year before his death, “But you know, my watches are not primarily made to look at the time, there are jewelries!“.
Perception: And even today, as it did in the early days, the brand continues to develop a brand experience. Contrary to Ice Watch, Swatch dispose of its own stores. Thus, the brand can control their universe and immerse consumers into it more easily.
Swatch still develop the branding experience through its annual sponsoring and do not hesitate to invade the New York subways! The aim is to get closer to its community, to attract new consumers and to impose its reputation and creativity.
Perception: And even today, as it did in the early days, the brand continues to develop a brand experience. Contrary to Ice Watch, Swatch dispose of its own stores. Thus, the brand can control their universe and immerse consumers into it more easily.
Obviously, the brand still base its branding on emotions.
“People love brands but brands don’t love people back”, Swatch is literally not part of these brands described by Marc Gobé in his book Emotional Branding. As you can see through the welcome message on the group website below, Swatch desires to create a close relationship with its customers through its feeling’s lexical field (use of “emotion”, “feel”, “we”, “love”, “you”, “happy”, “enjoy”, “wish” etc.).
Through innovation, quality, and low price, Nicolas G. Hayek succeeds in democratizing a generation product. His fashion watches are destined to customers that value both originality and quality. Swatch watches are unique so you better purchase it if you like it!
Sources:
And it seems to work when we look at the brand associations.
Indeed, while focusing on the article Brand Associations , customers perceived the brand as affordable and fun (POP) but also as Swiss and of good quality (POD).
In a nutshell, Swatch has established a successful 4Cs positioning thanks to its clarity (Basic Range of the Swatch Group), its competitiveness (POD), its consistency (same values and positioning since the early 1980s) and its credibility (part of a strong group).
Through innovation, quality, and low price, Nicolas G. Hayek succeeds in democratizing a generation product. His fashion watches are destined to customers that value both originality and quality. Swatch watches are unique so you better purchase it if you like it!
LH.
L’illustré, Swiss magazine, 1996
Marc Gobé, Emotional Branding: The New Paradigm for Connecting Brands to People, Updated and Revised Edition,
Al Ries and Jack Trout, Positioning, The battle for your Mind, McGraw-Hill Companies,
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