The goal of this survey and the Project is to segment consumers of wristwatches in heterogeneous clusters. This should demonstrate that cluster analysis is able to support and force the efficiency of marketing instruments and can help to increase the turnover and surplus. This project observes three price-based segments in the wristwatch es market and tries to indentify comsumer clusters who are highly in accordance with several brands. According to this context the probands will have to answer several demographic and psychgraphic answers. In the end the respondent have to qualify miscellaneous brands and present their attitude to a brand.