Consumer purchases of branded fashion watches also varies by region. An index of relative watch sales by regions shows that sales are above average in the east and north central and midatlantic states. Product introduction is likely to be more successful in the states in these regions. Consumer Behavior Swatch has changed watch buying habits by encouraging ownership of multiple low-priced, carefully designed branded fashion watches. Brand switching and experimentation by consumers is easy for low priced watches, assuming availability.
Consumers are very design oriented when buying branded fashion watches.
Watch attributes that we consider most important include watch and band design, packaging, price, and durability. Distribution and display are very important in this market and can encourage impulse purchases for both personal use and as gifts. We currently have access to four of these channels, representing 75 percent of watch sales. Channel development is necessary to reach the total watch market. A majority of branded fashion watches are currently purchased at department stores.