. More than ten years have gone by since the time of the case (1993]. How has the watch category changed since 1993? Are there new types of watches in the category? How many different sub-categories of watches are there? What are they? . Today, if you had to create a new sub-category of watch, what would it be? Would it be possible for this new kind of watch to take the industry by storm, just like the Swatch did in 1983? Why or why not? . What does it take for the Swatch brand to compete successfully in the watch category today, compared to in 1993