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«Products, products and advertising of our products», these are the three priorities of the watchmaker based in Bienne (BE), according to the group’s CEO. «What would you think of a clock that went out of phase by several minutes every 24 hours? You would think it was a bad product”, which is why the Swiss brand prioritizes product precision, which is made possible by a “clear” corporate strategy. “Many companies have a corporate culture” in which shares play the most important role, I don’t judge them but that’s not our case”, continued Hayek, adding that Swatch could relocate production to other European countries to get around the problem of the strong franc and pursue objectives on the stock market.