Longines SWOT Analysis, USP & Competitors

Longines

Parent Company

The Swatch group

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Elegance is an attitude

USP

A technical expertise born of tradition, elegance and performance

Longines STP

Segment

Premium luxury watches

Target Group

High Income Men and women

Positioning

High precision sporty watch

Longines SWOT Analysis

Strengths

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

Weaknesses

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

2.Limited market share growth due to competition

Opportunities

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

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 cause damage to brand

Longines Competition

Competitors

1. Tag Heuer
2. Rolex
3. Rado