Introduction -- The watchmaking crisis of 1975-1985 -- The creation of Swatch group and the Swatch legend -- Rationalization and globalization of the production system (1985-1998) -- A new marketing strategy (1985-1998) -- The major move into luxury (since 1995) -- Omega's choice -- China: a new...

The objective of this paper is to contribute to a better understanding of the comeback of the Swiss watch industry on the world market since the end of the 1980s. It focuses on the Swatch Group (SG), currently the worldfs biggest watch company. In 1983, the merger of the largest watch group...

The objective of this paper is to contribute to a better understanding of the comeback of the Swiss watch industry on the world market since the end of the 1980s. It focuses on the Swatch Group (SG), currently the world’s biggest watch company. In 1983, the merger of the largest watch group...