Swatch Group (Switzerland)

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Swatch Group is the world's biggest watch company, controlling an extensive portfolio of leading Swiss timepieces from the colourful and affordable Swatch range to luxury brands Breguet and Omega, high-end Longines and Rado, and mid-range Tissot, among others. Omega is arguably the most high profile apart from Swatch itself, as a result of endorsement partnerships with George Clooney, Nicole Kidman and the James Bond franchise. The group also manufactures watches under license for clients including Calvin Klein. A similar arrangement with Tiffany ended in a bitter row, and eventually a $450m legal victory for Swatch. In 2013 the group acquired high-end US jeweller and watchmaker Harry Winston. The business was created in 1983 during the virtual meltdown of Switzerland's traditional watchmaking industry in the face of cheap Japanese imports using digital quartz technology. The country's two leading watchmakers merged and attempted to counter their Asian rivals with the launch of new "Second Watch" (or Swatch) built with simplified plastic movements and supported by colourful, eye-catching marketing. Management consultant Nicolas Hayek was hired to oversee the merger, and was subsequently appointed CEO. Later he applied the same rules of eye-catching and playful design to the launch of Smart cars, initially a joint venture with - but now wholly owned by - Daimler. Hayek died in 2010, and was succeeded by his children Nayla and Nick Hayek, now chairman and CEO respectively. The family controls around 41% of Swatch Group's equity. After peaking in 2014 at a record SFr 8.7bn, revenues have slipped back for two consecutive years, falling by almost 11% in 2016 alone to CHF 7.6bn (approx $7.7bn). China (especially Hong Kong) and Switzerland are Swatch Group's two biggest markets. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

See also: Clothing & Fashion Accessories Sector for other companies

Capsule checked 20th March 2017

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