Omega

Parent Company

The Swatch group

Category

Watches and Accessories

Sector

Lifestyle and Retail

The sign of excellence; The watch The World Has Learned To Tagline/ Slogan Trust Omega. The right time for life

USP

Technologically innovative watches

STP

Segment

Premium luxury watches

Target Group

High Income group men and women

A watch brand associated with precision, accuracy and a Positioning pioneering spirit

SWOT Analysis

1. Omega has an image of high quality substantiated with long warranty periods 2. Official time keeper of most sporting events like Olympics and Golf tournaments leading to its association as an accurate watch brand 3. Known for its Co-axial technology 4.International celebrities represent Omega as brand ambassadors. 5. Part of the Swatch group that has 28,000 employees across 50 countries with 250 boutiques locations across the Strength world

1. The positioning of Brand Omega is not as strong and differentiated as compared to its competitors 2. Limited market share growth due to competition 3. Imitations of branded watches hurt brand image and sales 4. The brand is dependent highly on its brand ambassadors Weakness for its marketing and advertising campaigns

1.The brand can expand into new categories of watches furthering its image of being pioneers 2.Growth opportunities are high in the luxury segment in Opportunity developing and emerging economies in the world

1. Competition from other brands in the having a stronger positioning than Omega 2. Fluctuating economies means limited spending on luxury items Threats 3. Fake/cheap imitations cause damage to brand

Competition

1. Tag Heuer Competitors 2. Cartier 3. Rolex

Cartier

Parent Company

Richemont

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

The art of being unique

USP

Ornate watches adorned with precious stones

STP

Segment

High Income group looking for premium watches

Target Group

Men and Women in the High income group

Positioning

Luxury watches adorned by precious stones

SWOT Analysis

1. The brand has an image as a luxury brand and popular global premium product 2. Known predominantly as a jeweller, Cartier has an excellent reputation for beautiful and unique watches 3. High brand loyalty in the premium segment 4. Good advertising and brand presence through print ads and TVCs 5. Exclusive outlets in premium hotels and resorts across the world 6. Also has offerings like watches, perfumes and prestige Strength accessories

1.Cartier is known for also its exquisite jewellery is not just a Weakness watchmaker, its competing brands on the other hand are predominantly watch brands

1.Lack of suitable destinations for retail in luxury market is an opportunity for the brand to establish itself 2. High growth in the luxury watches segment seen in emerging economies

Opportunity

1. Consumers display the double aspect of a strong luxury culture and a strong sensitivity to prices. Threats 2. High switching costs for the wealthy

Competition

1.Omega 2.Longines Competitors 3. Tag Heuer

Breguet

Parent Company

The Swatch group

Category

Watches and accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Depuis 1775

USP

Leader of numerous watch-making technologies especially the tourbillon

STP

Segment

High Income group

Target Group

Culturally aware high income men and women

Positioning

A watch brand with a history attached to every timepiece

SWOT Analysis

1. Produced the first wrist watch in 1810 and pioneer of numerous watch-making technologies 2. Breguet watches have an image of being associated with history and culture which differentiates itself from other watches 3. Part of the Swatch group that has 28,000 employees across 50 countries 4. The brand has a strong presence internationally by prestigious associations (museums, art and culture events are synonymous with its brand image and reinforce its identity) 5. Since 1999, Breguet has registered over 100 patents in Strength watch technology

1. The positioning of the brand and its association with history and culture can cause limitations in terms of varieties of design Weakness 2. Limited market share growth due to competition

1. Can expand its product base in the crystal quartz watch category 2.High growth observed in luxury segment in developing economies 3. High spending power of people Opportunity 4. More advertising would help increasing brand awareness

1.Breguet faces competition in the luxury segment with new designs from its competitors 2. Instability surrounding the Euro has affected the spending Threats costs by the brand

Competition

1. Tag Heur 2. Cartier Competitors 3. Rolex

Rolex

Parent Company

Rolex

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

A crown for every achievement

USP

Watches made to perfection

STP

Segment

High Income group premium watches segment

Target Group

The mature High Income buyer regardless of age

Positioning

High quality watch brand possessed by high achievers

SWOT Analysis

1. Brand image strongly established as a premium luxury brand 2. Rolex has stood up to its brand image by being the game changers in the industry. 3. Introduced the first waterproof watch, first automatic dating watch, the first watch meant for divers have all been developed by Rolex 4. It is one of the largest and most reputed luxury watch manufacturer in the world 5. Excellent advertising and branding by associating itself with celebrity brand ambassadors 6. Sponsorship of global sports events as well as other Strength international events 7. Rolex watches are present in over a 100 countries

1. Counterfeit and fake imitations affect the brand image 2. Competition from several premium watches and maintain Weakness brand essence means lot of investments

1.Rolex could introduce separate product lines with different brand identities under the Rolex brand 2. Emerging economies pose a great opportunity to penetrate Opportunity the global market further

1. Rolexs limited dealership and long waiting periods can Threats lead to consumers switching over to its competitor brands 2. Fake imitations can hurt the brands image

Competition

1.Breguet Competitors 2.Tag Heuer 3.Louis Cartier

Tag heur
Parent Company LVMH Louis Vuitton S.A.

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

What are you made of?

USP

Sporty look in the luxury segment

STP

Segment

Premium watches segment across the world

Target Group

Young Affluent Men from High Income group

Positioning

Prestige Sports watch

SWOT Analysis

1. Established brand around the world, high international brand awareness 2. High brand recall as the official timekeeper of World class sporting events like the Olympics, Formula One etc 3. Member of the FHH the most exclusive club in the Swiss watch-making Industry 4. High brand loyalty and brand equity Strength 5. Associations with international celebrities for brand promotion through TVCs and print ads

1.Heavy brand clutter in the sports and entertainment areas in not just watches but across the Lifestyle and retail sector reduces the differentiating factor 2. Competition from luxury brands means limited market Weakness share growth

1. High growth in the luxury watches segment in emerging economies 2. High-End watches are the first luxury pieces that a consumer buys giving a window of opportunity for the brand to establish itself as the first luxury piece aspired by a Opportunity consumer

1.Indian consumers display the double aspect of a strong luxury culture and a strong sensitivity to prices. 2. Low switching costs for the wealthy Threats 3. Threat from cheap and fake imitations

Competition

1. Omega 2. Longines Competitors 3. Cartier

Tissot

Parent Company

The Swatch group

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Innovators by tradition

USP

Traditional watch craftsmanship

STP

Segment

High quality premium watches

Target Group

Upper Income group men and women

Positioning

Brand that has blended technical developments with Classic elegance

SWOT Analysis

1. Part of the Swatch group that has 28,000 employees across 50 countries with strong presence in 160 countries 2. International sports and film celebs are the few ambassadors that represent Tissot brand 3. Tissot has also partnered with Europes railway station with the highest altitude of 3454 meters above sea level 4. Tissots latest augmented reality campaign has been very Strength successful and popular

1. The brand has a design which is too simplistic which sometime is easily replicated Weakness 2. Limited market share growth due to competition

1. Expansion in various categories possible 2. High spending power of people Opportunity 3. More advertising would help increasing brand awareness

1. Competitors having a broader range of products across Threats different categories and designs 2. Fake imitations and replicas affect brand image and sales

Competition

1.Longines Competitors 2. Casio 3. Titan