Michele Watches SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 1522

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

Michele Watches

Parent Company

Fossil Inc


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

The Cloette Fleur


Stylish and Elegant watches

Michele Watches STP


Mid to luxury segment

Target Group

High Income young women


Stylish, elegant and youthful watches for women

Michele Watches SWOT Analysis


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

1. The parent company Fossil which is a reputed brand in itself acquired Michele and has benefited the brand

2. The brand has a strong presence in USA with more than 80 retail stores in the country itself

3. The watches have been known to be worn by international celebrities
4. Good product quality and strong brand presence


1. The store has a little more than 25 stores only across the world outside of USA


1. The brand has explored very little of international markets and there is a huge market that is unexplored. Eg: India, Brazil

2. The brand can expand its existing market base by promotional events, marketing campaigns etc


1. The brand has low recall, especially outside the USA that can lead to switchover to other watch brands

2. The watches due to their lack of presence in international markets not only restricts its markets but also leads to very low brand awareness of the brand

Michele Watches Competition


Below are the 2 main Michele Watches competitors :

1. Ebel

2. Citizen

The brandguide table above concludes the Michele Watches 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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