Swatch Group

Topic: BusinessAdvertising
Sample donated:
Last updated: March 19, 2019

S Swatch Group products are distributed mainly via a global distribution networkthat has been carefully selected by Group subsidiaries. The network is developed through shops in its own name or under the Tourbillion brand. However, in order to maintain a direct link with end consumers, the Swatch Group has created a retail section that develops global retail strategies and new approaches to consumer markets, including monobrand stores and a network of multibrand prestige watch and jewelry boutiques. The Swatch Group’s monobrand boutiques retail products from a single brand.They come under the control of the brand and management of the country in which they are located.

The multi-brand Tourbillon boutiques are managed by Swatch Group Les Boutiques. The Swatch Group is continuing to raise its profile at airports, notably by running watch and jewelry boutiques in Paris (Roissy-CDG and Orly), Nantes and Nice through its Tech-Airport company Swatch Group Distribution was formed in 2001 with the objective of providing worldwide support to Swatch Group companies in their efforts to supply customers with products in a more rapid, reliable and cost-effective way.Swatch Group Distribution has established regional service centers, among them the European Distribution Centre (EDC), enabling the replacement of countless local warehouses and information systems with a common distribution platform. Twelve brands and thirteen national companies benefit from services provided by the EDC, which handles several million watches, items of jewelry, and items of advertising material each year.

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Thousands of packages leave the packing lines each day to be delivered directly to over 10,000 retailers across Europe within 24 to 48 hours. PromotionThe promotion is carried out beyond that with the usual television advertising campaigns and on the printed publication paper, also with the creation of own events (festivity to Zermatt for the one hundred-milion produced clock) and with the presentation of particular models in places appointed for other uses (Triptycon model with a decoration regarding the feeding, introduced in the fruit and vegetable markets) beyond to the sponsorship of initiatives at a high technological and ecological content which the World Solar Challenge (competition for vehicles moving with solar energy that is carried out in Australia).The ongoing partnership with MTV brought increased presence in the digital arena.

The Swatch MTV Playground Creative Competition, attracted more than 1700 entrants. The promotion depends on the brand. Therefore each brand has its own promotion strategy, for instance Omega’s strategic promotion is going to be described: Global advertising campaigns, a glossy lifestyle magazine and a strong web presence continued to figure prominently in Omega’s innovative technologies were produced for boutiques and social networking sites.Omega created print and online campaigns and a series of television commercials for the Vancouver 2010 Olympic Winter Games. Print, television and online campaigns supported the launch of the Ladymatic. Oscar-winning actress and brand ambassador Nicole Kidman is featured in the advertisements.

After an absence of more than a century, golf will be included in the Rio 2016 Olympic Games. Omega’s TV spot welcoming the sport back underscores its involvement with golf and the Olympics.


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