Longines SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 5814

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


Parent Company

The Swatch group


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Elegance is an attitude


A technical expertise born of tradition, elegance and performance

Longines STP


Premium luxury watches

Target Group

High Income Men and women


High precision sporty watch

Longines SWOT Analysis


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 celebs 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


1. The brand is yet to strengthen its international presence in terms of its distribution network

2.Limited market share growth due to competition


1. Opportunity to expand its distribution networks, especially in developing and emerging markets
2. More penetration through continuous advertising and marketing


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 cause damage to brand

Longines Competition


1. Tag Heuer
2. Rolex
3. Rado

The brandguide table above concludes the Longines SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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