Word: swatched
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Most Americans think of the Swatch as a trendy timepiece that was embraced by everyone from K Mart shoppers to the owners of SoHo galleries. But in its country of origin, Switzerland, the Swatch represents nothing less than an amazing instrument of industrial rejuvenation. Before it came along, the Japanese had more or less usurped the Swiss as the heavyweight champions of the watch business by substituting their cheap and reliable digital technology for Switzerland's legendary craftsmanship. The question now is whether that industrial formula can work for -- of all things -- automobiles...
...company, the Swiss Corp. for Microelectronics and Watchmaking Industries (SMH), the project is not just a technological challenge but also a huge marketing risk. After all, business-school casebooks are full of stories about fashionable companies that, in search of diversification, stretched their brand names past the breaking point. Swatch tried to extend its name to telephones, pager watches and sunglasses without great success. But Mercedes, whose sales have fallen 11% in the past three years, is eager to reach out to buyers who cannot afford its traditional cars. Already the company has unveiled plans to produce...
Steven A. Grand, having just finished a business deal over his cellular phone, said his career as a Swatch dealer based in New York depends more on volume sales than on collectibles...
...local group of self-professed "Swatchaholics," the Boston Swatch Club, also put in an appearance at the watch-exchange convention this weekend...
...woke up at 5:00 a.m. today and stood outside the Swatch store," said Jeff Bancroft, president of the club. "I purchased a vintage watch and three special packages...