Although Santa Claus essentially remains a sole operator as far as his global operations are concerned, Christmas itself is big business. Parallels between the phenomenon that is Santa Claus and the Swiss watch industry are not just limited to the idyllic wintry views that Santa Claus and his elves have in common with the Swiss watchmakers in the valleys. Since there are no limits to the parallels that watch brands love to draw, whether it is with the worlds of the automobile, of football, of sailing, of gastronomy, modern art or even tattoos, I thought I would do the same with this end-of-year festival.
Like Christmas, the Swiss watch industry plays heavily on the notion of tradition. Santa Claus flits about the world on a sleigh using “traditional” reindeer power; the Swiss watch industry is based on a technology that is hundreds of years old. Like the most prestigious brands in the Swiss watch industry, the arctic-based operations of Santa Claus resemble a manufacture, since Santa Claus works with his in-house team of loyal elves in a vertically integrated business.
Although the Swiss watch industry is hardly one of the world’s great polluters, its brands are increasingly embracing the notion of sustainability in their production. Santa’s operations are also environmentally friendly. What could be more sustainable than a sleigh powered by reindeer that covers the entire world in one night? You might be forgiven for thinking that there is some magic involved somewhere.
There is one area, however, where the comparison between Santa Claus and the Swiss watch industry falls flat: after-sales service. Santa Claus is very much a fulfillment service operating on a just-in-time basis. He does not make a second trip to collect returns, no matter how many mince pies you leave out for him before you go to bed on Christmas Eve! On the other hand, the brands at the upper echelons of the Swiss watch industry set great store by their ability to repair any watch that they have ever made in throughout their rich histories.
If Santa brought you the watch you wanted for Christmas this year, then congratulations! Let us know in the comments. If not, there is always Chinese New Year, St. Valentine’s Day, Father’s Day and Mother’s Day when you can drop a subtle hint. You can always rely on WorldTempus to bring you a suitable selection of watches for each occasion.
