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Swatch Group: the “vintage & silicon” strategy

INTERVIEW

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October 2019


Swatch Group: the “vintage & silicon” strategy

Mido’s Ocean Star is 75 years old, but its new version, the Ocean Star Diver 600, is equipped with silicon. It’s an embodiment of the Swatch Group’s strategy: to combine vintage designs with new materials and technologies, thanks to the conglomerate’s powerful industrial base. We met Mido’s CEO Franz Linder to discuss the situation.

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vintage face to appeal to new generations, and a revamped interior with silicon to keep up with new technological expectations: that seems to be the new normal in the Swiss watch industry! With a polarised market, where daily life is ruled by digital technology in all its forms, the luxury mechanical watch is experiencing a comeback even stronger than in the 1990s. But not everyone can afford a high-priced independent creation, or an iconic timepiece with a waiting list so long it will be “vintage” by the time you pick it up.


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