Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

For Swatch, the Clock Is Ticking on Strategy Overhaul

Once a global pioneer thanks to its affordable, tech-forward ​plastic watches of the ⁠1980s, the watchmaker has failed to rekindle innovation since the 2010 death of founder Nicolas Hayek.
A man punches himself in the face and a woman holds up her hand to whisper in ads for Swatch watches.
Under the tenure of founder Nicolas Hayek's children, Swatch has made no major acquisitions since buying Harry Winston in 2013. (Swatch )

Swatch

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Swatch’s Racism Controversy Ticks Up Growing Challenges

The Swiss watch giant is under fire for an ad depicting an Asian model pulling their eyes into slits — sparking outrage in China, its biggest market. The backlash comes as tariffs, a strong franc and weak demand weigh on the watch industry like rarely before.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Is Ferragamo’s Turnaround Finally on Track?

After more than 10 years of turnaround efforts, recent results and conversations with management suggest Salvatore Ferragamo is moving in the right direction, write Luca Solca and Maria Meita.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Dries Van Noten’s Next Act

There is no such thing as retirement for the Belgian designer. With his new Venice foundation, he’s blossoming professionally and personally under the influence of La Serenissima.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON