6.  Products/ Services Offered (b)

Another strategy was the use of plastic as much as possible in the watch case in contrast to the much more expensive stainless steel cases prevalent at that time. The problem with this approach of course would be that the product would be regarded as cheap and disposable. Swatch counteracted this by offering this product in as many different styles as possible, often endorsed and designed by well-known celebrities. Each watch is a limited edition and its distribution is usually confined to certain countries.

Swatch watches ticks along at the pace of modern life. With its trend-setting colorful design, its cheerful outlook, and its unconventional appearance, the Swatch message strikes a nerve in our time. It is a message that is understood and accepted all over the world. Not long ago, people bought watch the way they purchased dinnerware - one for everyday use and one for formal occasions. Swatch watches changed all that by revolutionizing the reason we wear watches. Much more than a timepiece, a Swatch is an inexpensive fashion accessory that we can change according to our mood and activities. This plastic watch, which ticked for the first time in the early 1980s, has developed into an internationally recognized brand name product with an unmistakable profile. Swatch has sold more than 250 million watches and it is the only low-cost brand of watches with a large collector base.