In the world of luxury goods, diversification can sometimes lead to successful and lucrative license deals. But when luxury retailer Tiffany & Co. and watchmaking leader Swatch Group AG entered a partnership with the wrong expectations, it could only have led to a dead end.
WatchProjects.com looks at the fine prints of the 2007 joint venture to try and understand how the two companies ended up countersuing each other, leading to a sentence in favour of the Swiss watchmaker in December 2013, and what we can learn from this whole story.
Read more in our essay Lessons to learn for Tiffany and the Swatch Group.
