Case Application #$3$

Time to Change?

Topic: Disruptive innovation

How many of you wear a watch on your wrist? Not a "smartwatch" or fitness tracker, but an actual watch. Our guess is not many of you. And that's the problem the Swiss watch industry is facing. It's fighting lagging sales and needs to raise the interest of a young generation that really has never had to use a watch to tell time. ${?}^{71}$ Company executives are trying to figure out how to convince young consumers that mechanical timepieces$-$well$-$made, expensive, and luxurious timepiecesare worth the money. Some of those watches can cost as much as an automobile! The traditional luxury watch makers are finding their industry being disrunted by "wrist gadoetc" that do