Publications
Publications
- May 2005 (Revised September 2015)
- HBS Case Collection
Hans Wilsdorf and Rolex
By: Geoffrey Jones and Alexander Atzberger
Abstract
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.
Keywords
Entrepreneurship; Geographic Location; Brands and Branding; Luxury; Competitive Advantage; Consumer Products Industry; Switzerland
Citation
Jones, Geoffrey, and Alexander Atzberger. "Hans Wilsdorf and Rolex." Harvard Business School Case 805-138, May 2005. (Revised September 2015.)