Emerging Markets

Simple pleasures— lugano


A young Swiss electronics company has a plan to corner the low-tech market with a range of no-fuss, well-made products that just do the job.

Punkt, electronics, low-tech

Bombarded almost daily by the release of yet another tablet PC or smartphone, many featuring a crowded keyboard and dizzying array of apps, the average consumer is grappling with a bout of tech fatigue. A new Swiss company called Punkt believes it has a remedy. “Nowadays in technology the design is becoming so complicated,” says Punkt CEO Raffaella Cardarelli. “Electronics should be about three things: functionality, simplicity and beauty.”

Punkt’s solution is decidedly old school. Indeed, the start-up consumer electronics brand’s first product,…

Why it works

1. Research:
Prior to launch, the company carried out extensive market research, including reconstructing the history of the telephone.

2. Clarity:
The brand’s tagline “Cleverly put together” says it all. From the crisp collateral materials to the products themselves – everything is refined.

3. Target marketing:
Punkt is marketed by word-of-mouth and sold in design stores such as London’s TwentyTwentyOne.

4. Long-term vision:
A business plan has been carefully put together with a new product launch scheduled each year until 2016.


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