SWATCH GROUP

Group Swatch is the biggest watch manufacturer in the world. It’s a Swiss company and has got a lot of brands from downmarket and up-market to luxury like for example Omega, Jacques Droz, Breguet, Tissot, Flik Flak, Calvin Klein Jewelry.
When I walked on Ginza Avenue, a place drew my attention. It was the Nicolas G. Hayek Center (7-9-18 Ginza). Actually it’s the Swatch group building which measures 56 meters high. That’s a really impressive place in which a floral wall takes place and goes from the floor to the top of the building; it’s a kind of beautiful urban oasis.

The specificity of this place, and what drew my attention, was the 7 elevators in the building. It’s actually the Swatch group headquarter playing host to seven brands of the group. Therefore, Breguet, Blancpain, Glashütte Original, Jaquet Droz, Léon Hatot, Omega et Swatch are represented in the Swatch building.
What is totally amazing is that each of these brands has an elevator, which brings customers directly to each showroom. The visitor is transported up to the concept store, with a speed of 15 meters per minutes and is given the impression of floating through the atrium.

personal sources

personal sources

Another detail shocked me maybe more and that’s why I immediately took some pictures: each elevator is reserved for one brand, and there is one floor per brand (Japanese people don’t hesitate to visit all floors). As soon as the customer enters in the elevator, he is already in the brand universe. Indeed the elevator is a showroom before the showroom (it’s a kind of little shop). Some models are exposed to the customer sight during the assumption.

personal sources

personal sources

personal sources

In this building there are also the Japan Swatch group offices, the 3rd floor for the after sale service (willingness to show how Swiss horologers are conscious) and the 14th floor is a kind of permanent exhibition called “the city of time” (well done for a watch maker!!).

This revolutionary concept is taking place for some reasons. First of all, the department stores are selling all kind of jewelry and that tarnished the brand image so Swatch desires to show its customers the privilege of the brand. Moreover, Swatch wants to broadcast a luxury image. Being one of the most luxury watchmakers, Swatch is trying to associate an image of great quality products and of course non-polluting. That’s why they decided the floral wall project for the nature and Ginza (the most luxury avenue) for the location. Therefore they try to convey the image of Switzerland that Japanese people are seeing (quiet, tranquility, security, luxury and a preserved nature).
Finally, Japan is the third market for the Swatch group after the USA and Hong Kong. That’s why the group wants to provide a showroom with enough space, giving the customer the brand universe and a precise glitch.