Swatch and Tiffany – not a match made in heaven

You probably read it somewhere already, Swatch Group has terminated the brand license for watches from luxury retailer Tiffany’s.

According to a press release, Swatch will also sue Tiffany for damages.

This is an excellent example, why we check the soft facts, when arranging licenses. Do the company cultures match? How is the chemistry among the acting people?

In the internet age, many people forget, contracts are signed by people. Business is done amongst people. And if the people don’t get along or if expectations differ widely, the best brand licenses are doomed to fail.

And it is sad, when those failed partnerships end in law suits and bad publicity. Shouldn’t we leave that to so-called celebrities and their ugly divorces?