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瑞士制表业的困兽之斗
Guan Cha Zhe Wang· 2025-08-21 12:00
Core Viewpoint - Swatch Group, the world's largest watch manufacturer, faced backlash in China due to a controversial advertisement featuring a model with "slanting eyes," leading to a hasty apology on social media [1][3] Group 1: Company Background and Market Position - Swatch Group was formed in the 1980s by integrating two struggling watch companies, ASUAG and SSIH, to combat the "Quartz Crisis" caused by Japanese brands [5] - The company introduced affordable and fashionable quartz watches, which helped regain over 50% of the global market share by 1993 [5] - By 2023, the Chinese market generated 2.63 billion Swiss francs in net sales for Swatch Group, accounting for 33.3% of total sales, indicating that one out of every three watches sold by the group was purchased by Chinese consumers [6][7] Group 2: Historical Context and Consumer Trends - In the 1990s, Swatch capitalized on the rising demand for individuality and fashion among young Chinese consumers, establishing a strong brand presence [6] - The brand evolved from a new entrant in the Chinese market to a core market player, becoming essential for the company's growth and stability over three decades [7]