Purpose -The purpose of this study is to investigate the application of the fast fashion business model outside the apparel industry. The study reviews the business history of Swatch and investigates its business model at the time when the brand was introduced to the market. Swatch repositioned the watch as an accessory or a fashion item, rather than a timepiece, initiating a dramatic strategic shift within a rigid and traditional Swiss watch industry.Design/Methodology/Approach -Due to the limited availability of studies researching applications of the fast fashion business model outside the apparel industry, this study is explorative in its nature and utilizes the case study method. The data necessary for developing a case study originates from secondary sources and from a series of in-depth interviews.Findings and implications -Swatch developed a completely new business model to the watch industry. As the case analysis discusses, this model consisted of several elements commonly related to the fast fashion business model. This extended the fast fashion model across the traditional boundaries of the apparel industry.Limitations -Due to a focus on one case study, which assumes industry specifi c factors, generalization of fi ndings are limited. SažetakSvrha -Svrha ovog rada jest istražiti primjenu poslovnog modela brze mode (fast fashion) izvan odjevne industrije. Ovaj rad analizira poslovnu povijest marke Swatch te istražuje njezin poslovni model u trenutku ulaska na trži-šte. Swatch je repozicionirao ručni sat kao modni dodatak, odnosno dio mode, nasuprot tradicionalnoj percepciji mjerača vremena. Taj je potez uzrokovao dramatičnu promjenu strategije unutar nefl eksibilne i tradicionalne švicarske industrije satova.Metodološki pristup -S obzirom na ograničenu dostupnost znanstvenih studija koje bi obrađivale aplikacije poslovnog modela brze mode izvan odjevne industrije, ova je studija eksplorativnog karaktera i primjenjuje metodu studije slučaja. Podaci potrebni za razvoj studije slučaja prikupljeni su iz sekundarnih izvora te kroz seriju dubinskih intervjua.Rezultati i implikacije -Swatch je razvio potpuno nov poslovni model unutar industrije satova. Kao što analiza poslovne studije sugerira, riječ je o modelu koji se sastoji od nekoliko elemenata koji se vežu uz koncept brze mode (fast fashion). Ovo zapravo predstavlja slučaj korištenja modela brze mode u kontekstu izvan tradicionalnih granica modne industrije. Originality -Fast fashion related research is primarily focused on the apparel industry, as the environment in which the model was originally developed. This study extends fast fashion as a concept with valid applications outside its traditional industry.Keywords -fast fashion, new product development, watch industry, business history, marketing strategy, country-of-origin eff ect Ograničenja -S obzirom na usredotočenost na jednu studiju poslovnog slučaja koja uključuje faktore specifi čne za dotičnu industriju, ograničena je generalizacija rezultata istraživanja. Doprinos -Istraživanje posl...