Aikido

How they do it: Swatch’s brand image mirrored off its name, a contraction of ”second watch”. Watches were intended as casual, disposable accessories – diametrically opposed to the mainstream industry’s approach. The Swatch product line was developed as a response to the ”quartz crisis” of the 1970s and 1980s, in which Asian-made digital watches were competing against traditional European-made mechanical watches.

Direct Selling

How they do it: Swatch operates its own stores worldwide. They also sell directly via their website, Swatch.com.

E-commerce

How they do it: Swatch sells directly via their website, Swatch.com, and in its retail stores.

No Frills

How they do it: Swatch introduced timepieces that transformed how people interpret watches. On average, priced at $50 to $100, these watches are fashion accessoires and are kept as basic as possible.