The unique features of Swatch® are disposable, affordable and reliable, resulting in a funky, no-frills watch for every occasion. Swatch® had developed a watch whose smooth, striking curves gave it characteristics which clearly distinguished it from any other watch. They had used artists, designers and fashion designers to make it look exceptional. The marketing had to be right to establish its unmistakable profile. It needed the right perception in people’s minds. It should be portrayed as fresh and upbeat. It was high-tech, innovative and exciting. The marketing must position it as a ‘must have’ accessory. The difference was that whereas most products that fit those criteria are expensive, the Swatch® was cheap and available to the mass market.
