Perceptual Map of Watch Brands

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Perceptual Map of Watch Brands

Please rate the following brands of wrist watches on the following criteria: FUNCTIONALITY and PRICE.

If you're unfamiliar with the brand, please give your best guess based on first impressions upon reading the name.

Choose a watch brand

FUNCTIONAL versus FASHION

AFFORDABLE versus LUXURY

Source: Jon Cox and Catherine Rolland, "Watches Sketchbook," Kepler Capital Markets, March 17, 2011.