Luxury Brand Management and Heritage Revival: Case Studies from the Swiss Watch Industry by Donzé, Pierre-Yves

Luxury Brand Management and Heritage Revival: Case Studies from the Swiss Watch Industry (Paperback) (ISBN-13: 9781350545328)

Vendor: Pierre-Yves Donzé
Product type: Books
Format: Paperback
$34.95
$34.95
$34.95
Subtotal: $34.95
Luxury Brand Management and Heritage Revival: Case Studies from the Swiss Watch Industry by Donzé, Pierre-Yves

Luxury Brand Management and Heritage Revival: Case Studies from the Swiss Watch Industry

$34.95
Luxury Brand Management and Heritage Revival: Case Studies from the Swiss Watch Industry by Donzé, Pierre-Yves

Luxury Brand Management and Heritage Revival: Case Studies from the Swiss Watch Industry

$34.95
Format: Paperback
Description
Description
x

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.

Author: Pierre-Yves Donzé,Harry Guhl
ISBN-10: 1350545325
ISBN-13: 9781350545328
Publisher: Bloomsbury Visual Arts
Language: English
Published: 01/08/2026
Pages: 176
Format: Paperback
Weight: 1.00lbs
Size: 9.21h x 6.14w x 1.00d
By Pierre-Yves Donzé
By Pierre-Yves Donzé
x

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.

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