Master's Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Bocconi University, language: English, abstract: Therefore, the present research aims at providing a preliminary investigation of the relevance and value of watch mass customization for Australian consumers to establish the economic viability of this practice within the local market and to provide initial managerial recommendations. The results depict Australia as an attractive, yet challenging market for mass-customized watches due to an immense interest in customization, which is paired with heterogeneous preferences, intensifying competition, and a pronounced brand-consciousness of local consumers. The present research results provide first insights into how to overcome these challenges by devising a positioning strategy and marketing plan that resonate with the needs of local consumers. However, additional research is required to provide more detailed managerial insights and to facilitate the successful implementation of watch mass customization in Australia.