Pierre-Yves Donzé
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The book ends by returning to the main steps in the transformation of Rolex from a precision instrument to a fashion accessory expressing individual success. It emphasizes the two main competitive advantages of this brand: separation between sales and manufacturing, which allowed an early focus on marketing, and an early position in the new segment of accessible luxury. The conclusion closes with a short discussion on the contribution of Rolex to the emergence of a new luxury industry (beyond watches) based on relative democratisation and mass production (like Louis Vuitton).

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The making of a status symbol

A business history of Rolex

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