New-generation agencies from London, Amsterdam, Paris, New York and Milan are involved in the review. They are competing for the brief to reposition and rebrand the main Swatch line.
Previously, BGS D'Arcy in Milan, part of the Publicis Groupe, has handled the account while in the UK, advertising is managed in-house. Spirit Advertising was also appointed to work on a project basis for the company. The agency relaunched the Certina brand two years ago.
Manning Gottlieb OMD handles UK media planning and buying and at this stage the media is not thought to be affected by the review.
Based in Zurich, Swatch holds 25 per cent of the watch market and its watches are sold at more than 15,000 retailers worldwide. Half of its watches are sold in Europe.
The Swatch Group also owns watch brands including Calvin Klein, Omega, Tissot, Longines, and Rado.
Swatch was not available to make any comment as Campaign went to press.