Pierre-Yves Donzé is Professor in Business History at the Graduate School of Economics, Osaka University and a visiting professor at the Department of History, University of Fribourg

'Reads like a thriller. An essential epic for anyone interested in Swiss economic history.’ Le Temps‘Offers a unique perspective on the evolution of Rolex over the decades.’Passion Horlogère'Spanning more than 120 years, “The Making of a Status Symbol” offers a detailed look at the business strategies, leadership decisions and branding choices that helped Rolex become one of the most recognized names in the luxury world.'Coronet'The book is a vital work in compiling and conveying historical archive materials charting the path of the most important institution in the watch industry.'Hodinkee'What sets Donzé’s book apart is its scholarly rigor. Drawing on extensive primary sources from the Musée international d’horlogerie and Swiss Federal Archives, the author situates Rolex’s story within the larger context of 20th-century business evolution and luxury branding.'MrWatchMasterCHOICE Recommended: Advanced undergraduates through faculty; professionals.

• IntroductionPart I: The Swiss technical excellence (1900–45)1 Hans Wilsdorf’s early career2 Development of the Oyster (1920–45)3 The mass production of chronometers (1920–15)4 Communication and marketing positioning (1920–45)Part II: The creation of new collections (1945–60)5 Designing iconic products6 The start of a fruitful collaborationPart III: Embodying individual success (1960–2020)7 Rolex becomes world number one (1960–90)8 Rolex and the changing luxury goods industry (since 1990)ConclusionIndex

Pierre-Yves Donzé is Professor in Business History at the Graduate School of Economics, Osaka University and a visiting professor at the Department of History, University of Fribourg

'Reads like a thriller. An essential epic for anyone interested in Swiss economic history.’ Le Temps‘Offers a unique perspective on the evolution of Rolex over the decades.’Passion Horlogère'Spanning more than 120 years, “The Making of a Status Symbol” offers a detailed look at the business strategies, leadership decisions and branding choices that helped Rolex become one of the most recognized names in the luxury world.'Coronet'The book is a vital work in compiling and conveying historical archive materials charting the path of the most important institution in the watch industry.'Hodinkee'What sets Donzé’s book apart is its scholarly rigor. Drawing on extensive primary sources from the Musée international d’horlogerie and Swiss Federal Archives, the author situates Rolex’s story within the larger context of 20th-century business evolution and luxury branding.'MrWatchMasterCHOICE Recommended: Advanced undergraduates through faculty; professionals.

• IntroductionPart I: The Swiss technical excellence (1900–45)1 Hans Wilsdorf’s early career2 Development of the Oyster (1920–45)3 The mass production of chronometers (1920–15)4 Communication and marketing positioning (1920–45)Part II: The creation of new collections (1945–60)5 Designing iconic products6 The start of a fruitful collaborationPart III: Embodying individual success (1960–2020)7 Rolex becomes world number one (1960–90)8 Rolex and the changing luxury goods industry (since 1990)ConclusionIndex

Pierre-Yves Donzé is Professor in Business History at the Graduate School of Economics, Osaka University and a visiting professor at the Department of History, University of Fribourg

'Reads like a thriller. An essential epic for anyone interested in Swiss economic history.’ Le Temps‘Offers a unique perspective on the evolution of Rolex over the decades.’Passion Horlogère'Spanning more than 120 years, “The Making of a Status Symbol” offers a detailed look at the business strategies, leadership decisions and branding choices that helped Rolex become one of the most recognized names in the luxury world.'Coronet'The book is a vital work in compiling and conveying historical archive materials charting the path of the most important institution in the watch industry.'Hodinkee'What sets Donzé’s book apart is its scholarly rigor. Drawing on extensive primary sources from the Musée international d’horlogerie and Swiss Federal Archives, the author situates Rolex’s story within the larger context of 20th-century business evolution and luxury branding.'MrWatchMasterCHOICE Recommended: Advanced undergraduates through faculty; professionals.

• IntroductionPart I: The Swiss technical excellence (1900–45)1 Hans Wilsdorf’s early career2 Development of the Oyster (1920–45)3 The mass production of chronometers (1920–15)4 Communication and marketing positioning (1920–45)Part II: The creation of new collections (1945–60)5 Designing iconic products6 The start of a fruitful collaborationPart III: Embodying individual success (1960–2020)7 Rolex becomes world number one (1960–90)8 Rolex and the changing luxury goods industry (since 1990)ConclusionIndex