Well aware that swatch is not premium. They are however higher end when compared to Casio. Market have different segments. Timex and Casio make up 30% of the ma

Well aware that swatch is not premium. They are however higher end when compared to Casio. Market have different segments. Timex and Casio make up 30% of the market. ~50% of buyers care about value and another 30% care about watches as a symbol. Swatch falls in that 50%. That's a big market segment. That's where smartwatches compete.