Luxury Brand Management and Heritage Revival

Case Studies from the Swiss Watch Industry

AvPierre-Yves Donzé,Harry Guhl

Häftad, Engelska, 2026

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Beskrivning

Pierre-Yves Donzé and Harry Guhl analyze the strategies used to relaunch luxury brands, focusing on 11 case studies from the Swiss watch industry including Patek Philippe, Hublot and Breguet.This perceptive study reveals the role of heritage in successful luxury brand management, showcasing how it has been strategically employed to revive brands in three ways: relaunching vanished brands; recovery of declining brands; and leveraging heritage to launch completely new brands. Tracking the history and growth of this influential market from its transformation into a luxury industry to the impact of the Apple Watch, the authors provide statistical overviews and explore topics such as the importance of heritage, the legal protection of trademarks and the success and failure of certain brand revivals.Bringing industry expertise as well as an academic perspective, the authors offer both a practical and critical insight into this lucrative global industry, making this book an invaluable tool for students and professionals interested in the strategies used to build, market and manage luxury brands.

Produktinformation

Utgivningsdatum:2026-01-08
Mått:154 x 232 x 12 mm
Vikt:380 g
Format:Häftad
Språk:Engelska
Antal sidor:176
Förlag:Bloomsbury Publishing PLC
ISBN:9781350545328

Utforska kategorier

Kulturvetenskap inom Samhälle och politik
Servicesektorn inom Ekonomi och Ledarskap
Ekonomisk historia inom Ekonomi och Ledarskap

Mer om författaren

Pierre-Yves Donzé is Professor of Business History at Osaka University, Japan, and a visiting professor at the University of Fribourg, Switzerland. His research focuses on the business history of creative industries (watchmaking, fashion, and luxury) and multinational enterprises. He is the author of numerous books, edited volumes and academic articles published in English, French, German, Italian and Japanese.Harry Guhl is a Swiss investor and expert in market positioning for horological start-ups. Over the past two decades, he has been instrumental in reviving historic watch brands. Beyond the watch industry, he has a distinguished background in the art world, having served as the global head of VIP relations at Art Basel and as the principal art consultant for Rolls-Royce Motor Cars.

Recensioner i media

Luxury Brand Management and Heritage Revival by Pierre-Yves Donze and Harry Guhl is a meticulously researched book about a critically important problem not only in wristwatches but luxury brands in general — how do you successfully revitalize a "sleeping beauty" and avoid the strategic mistakes that some brands have made? Donze and Guhl are marvelously adept at mining business history to describe case studies of not only successes in brand revitalization but also failures. The result is a tour(billon) de force!

Innehållsförteckning

Introduction1. Bringing Luxury Sleeping Beauties Back to LifeThe Objectives of Reawakening BrandsThe Importance of Heritage for Brand ManagementConclusion2. Brand Management in the Watch IndustryProto-brands in the Preindustrial Era The Legal Protection of Trademarks The Birth of Global BrandsGlobal Luxury BrandsConclusion3. The Revival of Vanished BrandsCase 1: The First Mover: BlancpainCase 2: The Failed Reawakening of Léon HatotCase 3: German Brands from GlashütteConclusion4. Brands Revival in the Reovery of Declining FirmsCase 4: Patek PhilippeCase 5: Making Chopard a Jewelry Brand Case 6: Revival Based on a Concept: HublotCase 7: Failed Attempts to Relaunch Sleeping Beauties: Corum and EbelConclusion5: Creating New Brands from Heritage Case 8: Breguet Case 9: British Watch MastersCase 10: JeanRichardCase 11: Heritage Brands with a Technical Foundation: Czapek, Lowenthal and PouzaitConclusionConclusion

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