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By: Gayle C. Avery

In: Understanding Leadership: Paradigms and Cases

CS Nine: Swatch: Leading Through Emotion1

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Swatch: Leading Through Emotion1
Swatch: Leading through emotion
Gayle C.Avery

… if we could add genuine emotion …2

Nicolas G. Hayek, President and Founder

A key to understanding the nearly two-decade success story of the Swatch Group is emotion – Swatch aims to continually engage the emotions of buyers. Before Swatch was created, analysts had assumed that consumers buy one or two watches in their lifetime. Analysts reasoned that ...

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