HomeResearch & Knowledgeback to HomeStrategyback to Research & KnowledgeTissot: Competing in the global watch industryback to Strategy

Case Study

Tissot: Competing in the global watch industry

By Jean-Pierre Jeannet and Susan W. Nye

32 pages

September 1985

Order this case study

Reference: IMD-3-0325

The managing director of Switzerland’s largest watch company is planning to relaunch one of the company’s brands – Tissot. The case includes a complete overview of the industry and competitors. Within the context of the industry, the managing director must formulate strategies and plans for manufacturing, positioning, pricing and distribution.

Keywords

Watch

Settings

Switzerland
1985

Type

Field Research

Available Languages

English

Related material

Teaching note

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Keep reading

Article

Europe's AI teardown

Europe's AI teardown reveals strengths, gaps, and a path to strategic autonomy for European firms and policymakers.

Competitiveness Digital Innovation Strategy

By Michael R. Wade

in I by IMD

Article

Two toolkits to stay in control of your family business

Discover two practical toolkits to keep your multigenerational family business aligned: governance agreements, councils, and clear exits.

Corporate Governance Family Business Leadership Strategy

By Peter Lorange and Peter Vogel

in I by IMD

Article

Why CFOs need to become “keepers of culture”

Discover why the CFO’s role goes beyond investments - shaping culture, storytelling, and energy to drive recruitment tech success.

Finance Leadership Strategy Talent Management

By I by IMD

in I by IMD

Case Study

Holcim: Transitioning toward net zero

Sustainability Change Management Business Transformation Strategy

By Frédéric Dalsace, Goutam N. Challagalla and Nicholas Abery

Article

Global innovation strategy for multinational companies

Learn how global innovation strategy, Centers of Excellence, and business ecosystems help multinational companies mobilize capabilities worldwide.

Strategy

By Yoshinori Fujikawa

in I by IMD

Article

True or false? Digital ecosystems

True or false? Digital ecosystems — challenge conventional thinking with findings from the IMD-AVEVA report and discover where real value lies.

Innovation Leadership Strategy Technology Management

By Michael R. Wade, Konstantinos Trantopoulos and Mark J. Greeven

in I by IMD

Article

Three key steps for CFOs in the AI era

Three essential moves for CFOs in the AI era: build an integrated intelligent finance system, redefine productivity, and govern autonomous workflows.

Finance Leadership Performance Measurement Strategy

By Salvatore Cantale, Konstantinos Trantopoulos and Michael R. Wade

in I by IMD

Video

How the company that ‘sells screws’ nailed the customer experience

Bossard CEO Daniel Bossard explains how a focus on customer value, trust, and strategic partnership created lasting competitive advantage.

Innovation Leadership Strategy

By Stefan Michel

in I by IMD

Article

GXO: Building a Culture of Stability in Uncertain Times

CHROs must help employees navigate external uncertainties, says GXO Logistics’ Corinna Refsgaard.

Culture Leadership Strategy Talent Management

By I by IMD

in I by IMD

Article

How to outcompete your client’s AI

The in-house lawyers at real estate investment firm Alturas Capital Partners used to rely on outside counsel for much of its lease work. Thanks to generative AI, it can now do that work internally, saving the firm hundreds of thousands of dollars ...

Artificial Intelligence Strategy

By José Parra Moyano, Karl Schmedders, Olivier Laplace and Benjamin Torben-Nielsen

in MIT Sloan Management Review Blog

29 September 2026

Europe's AI teardown

By Michael R. Wade
in I by IMD

Summary

Europe's AI teardown reveals strengths, gaps, and a path to strategic autonomy for European firms and policymakers.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Competitiveness

Digital

Innovation

Strategy

Browse all topics

Two toolkits to stay in control of your family business

By Peter Lorange and Peter Vogel
in I by IMD

Summary

Discover two practical toolkits to keep your multigenerational family business aligned: governance agreements, councils, and clear exits.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Corporate Governance

Family Business

Leadership

Strategy

Browse all topics

Why CFOs need to become “keepers of culture”

By I by IMD
in I by IMD

Summary

Discover why the CFO’s role goes beyond investments - shaping culture, storytelling, and energy to drive recruitment tech success.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Finance Leadership

Strategy

Talent Management

Browse all topics

Holcim: Transitioning toward net zero

By Frédéric Dalsace Goutam N. Challagalla and Nicholas Abery
Case reference: IMD-2759 ©2026

Summary

Holcim is a Swiss multinational company that manufactures cement and building materials. Excluding China, it is the top cement producer in the world. Holcim is also a top 50 CO2 emissions emitter. And it decisively put sustainability efforts front and center in its overall strategy. The case describes the integration of different sustainability initiatives into Holcim's overall strategy over more than a decade, a period during which the firm underwent massive transformations, including a merger with Lafarge, a major pivot from cement to construction materials, the sale of assets in key countries and a spin off of its North-American operations. The case pivots the discussion from the traditional question: 'What does Holcim do for sustainability?' to a more interesting one: 'What does sustainability do for Holcim?' It brings clarity to the different ways through which sustainability contributes to the firm's strategy: compliance, resilience and market advantage. Focusing on market advantage, it shows the vast repertoire of sustainability actions that can impact a firm's strategy and how sustainability can be leveraged to create value. It also reveals that not all sustainability actions are designed to have a sustainability impact.

Reference IMD-2759

Organization Holcim Group

Industry Materials, Construction Materials;Materials, Cement

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Change Management

Business Transformation

Strategy

Browse all topics

True or false? Digital ecosystems

By Michael R. Wade Konstantinos Trantopoulos and Mark J. Greeven
in I by IMD

Summary

True or false? Digital ecosystems — challenge conventional thinking with findings from the IMD-AVEVA report and discover where real value lies.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Innovation

Leadership

Strategy

Technology Management

Browse all topics

Three key steps for CFOs in the AI era

By Salvatore Cantale Konstantinos Trantopoulos and Michael R. Wade
in I by IMD

Summary

Three essential moves for CFOs in the AI era: build an integrated intelligent finance system, redefine productivity, and govern autonomous workflows.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Finance Leadership

Performance Measurement

Strategy

Browse all topics

How the company that ‘sells screws’ nailed the customer experience

By Stefan Michel
in I by IMD

Summary

Bossard CEO Daniel Bossard explains how a focus on customer value, trust, and strategic partnership created lasting competitive advantage.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Innovation

Leadership

Strategy

Browse all topics

GXO: Building a Culture of Stability in Uncertain Times

By I by IMD
in I by IMD

Summary

CHROs must help employees navigate external uncertainties, says GXO Logistics’ Corinna Refsgaard.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Culture

Leadership

Strategy

Talent Management

Browse all topics

How to outcompete your client’s AI

By José Parra Moyano Karl Schmedders Olivier Laplace and Benjamin Torben-Nielsen
in MIT Sloan Management Review Blog 29 September 2026

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Artificial Intelligence

Strategy

Browse all topics