| HBS Case Collection
(Revised from original 2005 version)
Hans Wilsdorf and Rolex
Explores the creation of the Rolex watch by Hans Wilsdorf. Provides a case study of how one of the world's leading luxury brands was created and, more generally, provides a vehicle for exploring the competitive advantage of Switzerland in watchmaking (and other industries). Although Switzerland was a traditional watchmaking center, Wilsdorf—who was neither a watchmaker nor Swiss—created this successful brand through his emphasis on quality and reliability, combined with celebrity marketing.
Brands and Branding;
Consumer Products Industry;
Jones, Geoffrey, and Alexander Atzberger. "Hans Wilsdorf and Rolex." Harvard Business School Case 805-138, January 2013. (Revised from original May 2005 version.)