Pierre-Yves Donzé
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Designing iconic products
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Making new products is at the core of design management. This chapter explains how watch companies started to develop specific collections, characterized by technical functions (diving watch, chronograph, date, etc.) and a strong visual identity. Rolex was a leader in this new management of product development. Between 1945 and 1960, it launched a few collections and kept focused on them until today. In this context, all the various models launched during the interwar years, like Prince and Marconi, were abandoned. The company focused also on the Oyster and transformed this watch into a mythical good, making it the beginning of the history of Rolex.

This chapter shows that research and development were used to achieve the objective of creating iconic products. The manufacturer of movements, Manufacture des Montres Rolex SA, carried out many activities to acquire the technology necessary for these new models of watches. At the same time, Montres Rolex SA, in charge of marketing, invested massively to internalize knowledge related to the aesthetic of watches (case making, dials, etc.).

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