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Competitor AnalysisLuxury Watch Companies
Team 22Angela Serratore
Andreas FriedEduardo Liuzzi
Siroon Enjergholi
Some interesting facts
• Switzerland only produces 2% of 1.2bn wristwatches every year…
• …in value terms however, Switzerland holds a 60% share of a EUR 16bn global market…
• …because of its dominant 95% market share…• …in the EUR 9bn luxury watch market
Swiss Watch Exports• Difficult year in 2009 (crisis cause a slump in demand)• Swiss watch manufacturers exported goods worth 13.2 billion francs in 2009
Swiss Watch Exports - 2009
*Federation of the Swiss Watch Industry FH
Main Markets• Asia was the largest market for Swiss watch exports in 2009. Totaling 6.3 billion
francs, it was the destination for 48% of Swiss exports in value terms.*
*Federation of the Swiss Watch Industry FH
Competitors Analyzed
Swatch Group
Cartier Rolex
TAG HeuerBvlgari
Competitors TableMkt. Share
Technical/Design Brand Image Quality Cost Technology
Swatch Group
25% Classic design (plastic) Lightweight watch
Funky design and color
Reliability and perfection
M LLow-priced
segment (< 150 EUR)
LQuartz
movement
Cartier (Richemont)
20% Jewelry segment Good quality Jewelry item
H MAccessible
luxury segment(between 350 & 2000 EUR)
MMechanical -
Quartz movement
Rolex 16.1% Connoisseurs/specialist Lifestyle Watch
Stick to basic shape
Excellent quality and technology
Recognizable design
H HExclusive
luxury segment ( > 2000 EUR)
HMechanical movement
Bvlgari 2% Jewelry and fashionable
Emotional impact trough
creativity
H MAccessible
luxury segment (between 350 & 2000 EUR)
MMechanical -
Quartz movement
Tag Heuer (LVMH)
5% Sporty, technical and classic design
Prestige, performance,
excellent, technology and
absolute reliability
H MAccessible
luxury segment (between 350 & 2000 EUR)
HMechanical movement
Strategic Group Map
Mechanical / Complications
Technical
Quartz Low Price
Accessible Luxury
Exclusive Luxury
DesignBVLGARI
ROLEX
TAG HEUER
CARTIER
SWATCH
Quartz
Strategic Groups
Mechanical / Complications
Technical
Quartz Low Price
Accessible Luxury
Exclusive Luxury
Design
ROLEX
TAG HEUER
CARTIER
SWATCH
Quartz
Jewelry
BVLGARI
Strategic Groups
Mechanical / Complications
Technical
Quartz Low Price
Accessible Luxury
Exclusive Luxury
Design
ROLEX
TAG HEUER
CARTIER
SWATCH
Quartz
Fashion/Accessible
BVLGARI
Jewelry
Strategic Groups
Mechanical / Complications
Technical
Quartz Low Price
Accessible Luxury
Exclusive Luxury
Design
ROLEX
TAG HEUER
CARTIER
SWATCH
Quartz
Fashion/Accessible
Lifestyle
BVLGARI
Jewelry
Strategic Groups
Mechanical / Complications
Technical
Quartz Low Price
Accessible Luxury
Exclusive Luxury
Design
ROLEX
TAG HEUER
CARTIER
SWATCH
Quartz
Fashion/Accessible
Lifestyle
BVLGARI
Jewelry
Sporty/Technical
Trends• Expending into BRIC countries, especially China and Brazil
• Most of them have been increasing market share since the crisis
Thank you for your attention!
Team 22Angela Serratore
Andreas FriedEduardo Liuzzi
Siroon Enjergholi
