IWC Schaffhausen SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2420

SWOT Analysis of IWC Schaffhausen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

IWC Schaffhausen

Parent Company

IWC Schaffhausen (International Watch Company)


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Fine time pieces from Switzerland;


Watches made for pilots, sailors, divers known for their elegance and Engineering



Luxury Segment

Target Group

High Income group Men


Watches that are made for Real men with nerve and spirit

SWOT Analysis


1. They have more than 1000 sales outlets worldwide, including more than 35 company-owned boutiques in cities such as Dubai, Hong Kong, Geneva and Moscow.

2. Being a part of the reputed Swiss Richemont Group,  the brand has benefitted

3. They have a wide collection of watches, from the daily wear and sports watches to fine classic watches

4. The brand, true to its image, is the timekeeper of the Volvo Ocean Race

5. The watches have developed a reputation of being sturdy and durable


1. The brand awareness of the brand is not among the Target segment, but a portion of it. Only the watch collectors are very well aware of the brand
2. Low penetration in the emerging economies compared to a few premium watch brands


1. More brand penetration and visibility in emerging countries

2. Tie-ups with fashion events and houses to enhance brand position
3. Offer more customisation to customers to tap niche segments


1. The more commonly known brands have a stronger reputation of being luxury watches that can threaten the brand presence

2. Fake replicas affects brand image and sales



1. Patek Phillippe

2. Breitling


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