Pierre-Yves Donzé
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Rolex becomes world number one (1960–1990)
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Chapter 7 presents the core of the argument developed in this book. It shows how a new design management strategy (making and selling products that express individual success) shaped the global growth of Rolex. It starts with a discussion on governance and changes of executives, emphasizing the role of André Heiniger, CEO of Rolex between 1964 and 1997. Heiniger strengthened relations with JWT and refocused the discourse on individual success and excellence—and he stopped talking about the precision of his watches. The embodiment of brand values also shifted from politicians and men of power to people from sport, culture, and business who expressed excellence in their field. This cultural change was necessary in the context of the social changes of the late 1960s. In addition, the distinction between men and women disappeared in the late 1970s. Like men, women who cooperated with Rolex for advertising were not chosen for their looks but for their excellence in their field.

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The making of a status symbol

A business history of Rolex

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