Luxury Brand Management and Heritage Revival by Pierre-Yves Donzé

Luxury Brand Management and Heritage Revival by Pierre-Yves Donzé

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.

Luxury Brand Management and Heritage Revival by Pierre-Yves Donze and Harry Guhl is a meticulously researched book about a critically important problem not only in wristwatches but luxury brands in general — how do you successfully revitalize a "sleeping beauty" and avoid the strategic mistakes that some brands have made? Donze and Guhl are marvelously adept at mining business history to describe case studies of not only successes in brand revitalization but also failuresThe result is a tour(billon) de force! * Rohit Deshpande, Harvard Business School, USA *
An excellent and innovative contribution to the study of luxury brand management. Donzé and Guhl's text is a richly rewarding exploration of heritage revival from Blancpain to Breguet, based upon much hitherto untapped material from the Swiss luxury watch industry. * Professor John Armitage, University of Southampton, UK *
There has never been a book like this before in area of branding scholarship! Donzé and Guhl take us on a journey of manufacturing, technology and the revival of Swiss watch innovations. A must-have reader! * Dr. Joseph H. Hancock II, Drexel University, USA *
From forgotten names to global icons, this book demystifies the complex process of brand revival in the luxury watch industry with real-world examples and actionable insights—offering valuable inspiration for other sectors in the luxury market. * B. Ellie Jin, North Carolina State University, USA *

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.

SKU	Unavailable
ISBN 13	9781350545328
ISBN 10	1350545325
Title	Luxury Brand Management and Heritage Revival
Author	Pierre-Yves Donzé
Condition	Unavailable
Binding Type	Paperback
Publisher	Bloomsbury Publishing PLC
Year published	2026-01-08
Number of pages	176
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.