How to Enter the Chinese Luxury Market? The Example of Swatch Group (original) (raw)

2018

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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