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Mémoire
Bachelor thesis

A quantitative and qualitative analysis of the success of the smartwatch over Swiss luxury watch brands and how sustainable is this new threat

    2020

72 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2020

English The aim of this research is to identify and understand how the smartwatch market has gained so much popularity in such a short period of time that it managed to surpass not only the Swiss luxury watch industry but the entire Swiss watch market in terms of sales volume globally. The study will focus on some critical quantitative and qualitative measures such as marketing, financials, consumer behaviour and technological aspects. Behind these theoretical and factual findings, the reader should understand some pin-points on how customer needs were created and captured by smartwatches companies. On the other hand, existing discrepancies between Swiss and smart watches will be discussed. The important topics will aim to understand why the Swiss industry is somehow reluctant to change and how fast was their reaction and response to the potential digital threat which leads to another point on whether the threat is sustainable or actually an opportunity for new market growth. Additionally, the Swiss brand image and strategy will be part of the discussion. Moreover, from a customer perspective, it will be interesting for the reader to understand how their loyalty towards - and perceived value of - the Swiss luxury watch was shaken with some deeper insights gathered from surveys. From an industrial perspective, some interviews with conventional manufacturers were led so that the reader could understand watchmakers’ motives and their brand positioning since the launch of the connected watch. The research will go a bit further with some other comparative elements like the Japanese Quartz watch crisis as the history could very well repeat itself another time. Have Swiss brands learned their lessons from past mistakes? Were the Swiss brands prepared for another consequential market penetrator such as the smartwatch? The parallels between both periods have lots to tell about the Swiss watch industry. Also, after depicting and discussing the results the study will conclude with a detailed and comparative opinion on both types of watches with their respective pros and cons, followed by some hypothetical recommendations for companies as well as for customers. At last, the conclusion will embed the main points and recommendations to take away, which are gathered from the overall research but more importantly from the discussion to give a final synthetisation to the research problematic.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 329844
Persistent URL
https://sonar.ch/hesso/documents/315039
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