Swatch defined its watches as playful fashion accessories which were showily promoted. This is an example of reverse positioning.

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With breakaway positioning, a product escapes its category by deliberately associating with a different one. Thus, managers leverage the conventions of the new category to change both how products are consumed and with whom they compete. Instead of seeing the breakaway product as an alternative to others in its category, consumers perceive it as altogether different. The name Swatch is often misconstrued as a contraction of the words Swiss watch. However, Nicolas Hayek, chairman, affirms that the original contraction was second watch. The new watch was introduced as a new concept of watches as casual, fun, and relatively disposable accessories. Therein lies the Swatch breakaway positioning.

Swatch Defined Its Watches as Playful Fashion Accessories Which Were