Compared to mass marketing, targeted marketing presents a huge risk, because it underestimates the real heterogeneity of the market and can lead to marketing plans that fail to reach many current and potential buyers of the brand. (Sharp, 2013, p.56) The Swiss company uses targeted marketing that focuses its marketing communications on the sports segment, and its strategy "seems to primarily revolve around the inclusion of individual technological features in different models" rather than moving forward. partner with Apple to create all-in-one smartwatches that combine many functions. It is obvious that Swatch is losing the majority of its customers, because Touch Zero One buyers are a minority of beach volleyball players. To reduce risks, Swatch must identify the importance of market silos and develop a series of different functional products. The sports market also regularly includes functionally different submarkets, such as beach volleyball, basketball and other sports.