This perceptual map is based of some of the big companies that are in the entry level market of watches industry. It has been chosen to classify them by price and by the feeling the brands give to themselves. Each brand has been ranked according to the feeling they give to themselves on their own website, and according to the price of their watches.
Ice Watch is not seen as an authentic watch. Though, it is a belgium watch that is produced in China, and play the fun card. On the otherside, Swatch stays every inche on the authenticity part, emphasing with the swiss cross on the logo.
Mohammed B.
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