PLAN-IT WORKED CLOSELY WITH SWATCH to evaluate long-term opportunities for the brand in the U.S., including implementation of a comprehensive segmentation study that identified target audiences of potential growth for the brand. Swatch hoped to achieve the same brand success in the U.S. that it has internationally. Historically, Swatch has been perceived as a “plastic-only” brand in the U.S. PLAN-it helped Swatch better understand the American watch consumer and developed strategies that focused on the brand’s newer line of Irony watches (metal and leather) to appeal to the American appetite.

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