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A business history of the Swatch Group : the rebirth of Swiss watchmaking and the globalization of the luxury industry

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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...

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