Emotionally, Swatch beats the Apple Watch - still

This reflects the measured "emotion volume" in the USA, China and Switzerland. The emotion volume provides information on how much emotion a brand triggers in consumers overall. In Switzerland in particular, the winner is clear: Swatch with 40 out of 100 possible index points. A very good result, because car brands such as Audi and BMW trigger about the same amount. Only certain chocolate products achieve an emotion volume that is even higher, thanks to enjoyment across all the senses.

Over the past decades, Swatch has been able to build up its brand virtually undisturbed and anchor itself in the minds of consumers in this country. Swatch is the close brand from its own country, with which many Swiss grew up. In the USA and China, on the other hand, this is not the case - although the emotional volume is somewhat higher in these markets, Swatch lacks a genuine emotional competitive advantage.

Swatch CEO Nick Hayek is still laughing about the Apple Watch. Nokia did the same with the iPhone in 2007. In Switzerland, Swatch still has a clear emotional lead in terms of likeable, trustworthy reliability - internationally, the brand lacks these emotions, and the Apple Watch threatens to overtake Swatch. Study author Philipp Zutt of Zutt & Partner: "It's not better or worse products that are decisive for success, but the customer experience around a product. And here the Apple Watch has an advantage, because Apple is the world champion in creating unique customer experiences."

For the entire study, an expert interview with Karin Frick, Head of Research and Member of the Executive Board of the Gottlieb Duttweiler Institute (GDI), and a column with a video comparison, go to Globalemotionsforum.com