Longines SWOT Analysis, Competitors & USP

Longines

Parent Company

The Swatch group

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Elegance is an attitude

USP

Longines has watches made from technical expertise born of tradition, elegance and performance

Longines STP

Segment

Premium luxury watches

Target Group

High Income Men and women

Positioning

Longines offers high quality, trendy & classy luxury watches

Longines SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Longines :

1. Longines was the first brand to change the way time was kept in sports. They introduced the first watch with a timing mechanism that is triggered by electric signal

2. International movie and sports celebrities represent Longines as brand ambassadors

3. Longines has strengthened its brand image by being the official time keeper of Olympics and many other sporting events (like Roland-Garros)

4. Part of the Swatch group that has 28,000 employees across 50 countries

5. Good advertising and brand visibility of the watches through TVCs, print ads, online ads etc

6. Longines has a strong legacy since its inception in 1832

7. Its logo is one of the longest unchanged trademarks in the world

Weaknesses

1. The brand is yet to establish itself completely compared to some of its global competitors

2. Limited market share of Longines watches growth due to competition

Opportunities

1. Longines has an opportunity to expand its distribution networks, especially in developing and emerging markets

2. More penetration through continuous advertising and marketing

3. Acquisition of smaller brands and more presence in luxury markets can help Longines grow

Threats

1. Some competing brands have a stronger international presence and a stronger brand image

2. Fluctuating economies means limited spending on luxury items

3. Fake & cheap imitations of Longines watches cause damage to brand

Longines Competition

Competitors

Below are the 16 main Longines competitors :

1. Breguet

2. TAG Heuer

3. Cartier

4. Omega

5. Rolex

6. Rado

7. Tissot

8. Hublot

9. Patek Philippe

10. Swatch

11. Chopard

12. Breitling

13. Seiko

14. Richemont

15. Panerai

16. Ulysse Nardin