Published Paper Details:

Switzerland has always been a pioneering force in the Watchmaking Industry, as much as to say that it has always enjoyed an unrivalled Monopoly when it comes to manufacturing and selling of fine watches. Swiss watches are known for their craftsmanship, precision and mechanical sophistication, created using skills which are rarely found beyond the Jura Mountains of the country, which ultimately helps Switzerland to capitalize from an international imitation Gap. However, there is a disproportionate inequality in the market share of the Swiss watch manufacturers to the level that just one brand controls approximately one-fourth of the total market share whereas all the other brands have to settle for a mere single digit market share. This arises the following questions: Does Brand Equity play a significant role in determining market share? Which is the more important determinant of brand equity- value proposition to a consumer or just smart marketing? What is the sweet spot in the market that can be capitalized on for revenue maximization? Etc. This paper attempts to expound on these questions.