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2018 | OriginalPaper | Chapter

9. How to Enter the Chinese Luxury Market? The Example of Swatch Group

Author : Pierre-Yves Donzé

Published in: Global Luxury

Publisher: Springer Singapore

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Abstract

This chapter considers the case of Swiss luxury watch companies in China, with a particular focus on Omega and Longines. The Chinese market played a major role in the transformation of the watch industry in Switzerland. The access to this market was not only a driving force behind the growth of companies, but also an opportunity for rebranding and moving up to the luxury end of the market. Therefore, the choice of local partners was a major challenge for Swiss watch companies.

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previous chapter How Duty-Free Shops and Department Stores Expanded the Luxury Market in South Korea, 1980–2010

next chapter Crafting Time, Making Luxury: The Heritage System and Artisan Revival in the Swiss Watch Industry, 1975–2015

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Title: How to Enter the Chinese Luxury Market? The Example of Swatch Group
Author: Pierre-Yves Donzé
Publisher: Springer Singapore
Book: Global Luxury
Print ISBN: 978-981-10-5235-4

Electronic ISBN: 978-981-10-5236-1

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-981-10-5236-1_9