Rolex vs Swatch

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Official Name	Rolex SA	Swatch SA
Founded
Founders	Alfred Davis Hans Wilsdorf	Nicolas Hayek
Founded	London, England	Biel, Switzerland
Headquarters	Geneva, Switzerland	Bienne/Biel, Switzerland
CEO	Jean-Frederic Dufour	Nicolas Hayek
Type	Private	Private
Industry	Watch manufacturing	Watch manufacturing
Revenue	US$ 7.4 billion (2012)	US$ 7.9 billion (2012)
Advertisement	Rolex’s advertisement is aimed on an audience of wealthy people. It can be seen on back pages of top magazines, in first class lounges, at Swiss airports, on billboards at world famous sport events. But the brand is so popular among rich people, that no actual marketing is needed.	Swatch is specialized on manufacturing cheap, popular watches for a giant watch market; it is available and affordable for middle-low classes. The advertisement can be seen everywhere: on TV, in the journals, on billboards, in cheap magazines, at public places.
Competitive advantage	Rolex doesn’t have such a big amount of buyers, but the income of the product excels the investment by times. Top quality, handmade and reliable products. The brand is so famous, that having a “Rolex” became a sign of person’s financial success and a must-have for every bohemian.	Cheap watches for a massive market, guaranteed income and a great demand for the goods. Competent marketing and advertisement made Swatch well known among students and young people in general, the brand became a symbol of youth.
Target Audience	Wealthy families, middle aged man and women, the tip of the society.	People of all ages. In priority young people, middle class.
Slogan	“Rolex – a crown for every achievement “.	“ Waste your time with joy”.
Examples of products
Name	Rolex Datejust Ladies White Gold Diamond Pave Watch	Swatch Don’t be too late
Price	$109,350 = rub 8,740,000	$70 = rub 5600

Those two companies do not compete at the first look – Rolex, the titan of luxury market, pure gold cases and diamonds everywhere, enormous prices, available only for the richest people on the Earth and Swatch, simple, cheap, easy to find and buy, colourful, but not solid at all. The interesting fact is that the biggest battle between those two companies is led on the marketing field, both strive for being elected as for example - “official watch dealer of Olympic games” or as general sponsors of Polo on Ice World Championship and etc. The fight for a title of the main brand in Swiss watch industry is their biggest conflict.

Rolex with it’s hundred years old history, patented technologies and handmade products, worn by most rich people of our world or Swatch, which is producing quartz watches for young students and tries to make them as cheap as possible to gain more clients… Who is the face of “Swiss-Made” watch industry is still undecided.

Дата добавления: 2015-10-29