To facilitate a more detailed inquiry into the topic, the paper uses a case study of the Swiss watch industry. It considers ‘made-in’ labels as institutional innovations and demonstrates their role in maintaining manufacturing activities in high-wage economies. This article discusses the impact of country-of-origin labels on the global competitiveness of European industries during the second half of the twentieth century. Limitations – Due to a focus on one case study, which assumes industry specific factors, generalization of findings are limited. This extended the fast fashion model across the traditional boundaries of the apparel industry. As the case analysis discusses, this model consisted of several elements commonly related to the fast fashion business model. Findings and implications – Swatch developed a completely new business model to the watch industry. The data necessary for developing a case study originates from secondary sources and from a series of in-depth interviews. Design/Methodology/Approach – Due to the limited availability of studies researching applications of the fast fashion business model outside the apparel industry, this study is explorative in its nature and utilizes the case study method. Swatch repositioned the watch as an accessory or a fashion item, rather than a timepiece, initiating a dramatic strategic shift within a rigid and traditional Swiss watch industry. The study reviews the business history of Swatch and investigates its business model at the time when the brand was introduced to the market. ![]() ![]() Purpose – The purpose of this study is to investigate the application of the fast fashion business model outside the apparel industry.
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