The making of a status symbol

A business history of Rolex

Author:
Pierre-Yves Donzé
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Strange as it may seem, Rolex, the world's leading watch brand for over fifty years, has never been the subject of a book based on independent academic historical research. Now it has, with this book by one of the world's leading specialists in the history of the watchmaking industry. Based on archives in Switzerland, the United States and Great Britain, it offers a fresh look at the conditions that enabled Rolex to establish itself on the world market. From Hans Wilsdorf's initial trials and tribulations in developing an original watch between the wars to the revolutionary marketing strategy implemented by André Heiniger in the 1960s in collaboration with the American advertising agency J. Walter Thompson, this richly illustrated book explores the historical development of a watch brand that has become an expression of individual success. A fascinating account and essential reading for anyone wishing to understand the phenomenal success of Swiss watchmaking.

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