ABSTRACT
Swatch revolutionized the Swiss watch industry by producing a low-price, high-quality, quartz analogue watch. Swatch the Club has a membership of around 90 000, and is being promoted throughout the world. The running of the club is split between Swatch the Club International and local club organizations. Canada, Australia, Japan, Spain and Portugal countries either do not have sufficient members to set up their own organization, or their organization is unable to handle a one-to-one project like Swatch the Club. Swatch the Club in Italy makes club information available via teletext and at the point of sale, whereas most other clubs conduct local mailings. Swatch the Club is not the same as traditional clubs, since it wants to communicate the dynamic and ever-changing character of the company. Swatch the Club does not carry out traditional advertising, since its main objective is to reach Swatch customers directly and provide them with a valuable package of benefits.
