Art of fusion : infusion of fine art into Swiss luxury watchmaking

Bashutkina, Maria (Haute école de gestion Arc, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

In this article, based mostly on field studyand literature review,we define the main axes of collaboration between Swiss luxury watch making companies and artists. Our article focuses on various forms of artistic collaboration and co-creation. Having analyzed the group of 200 Swiss luxury watchmaking brands first, we defined four levels of collaboration and illustrate all of these dimensions with the key players and their best practices in collaboration with artists and various art forms.


Keywords:
Conference Type:
short paper
Faculty:
Economie et Services
School:
HEG Arc
Institute:
IMH - Institut du Marketing horloger
Subject(s):
Economie/gestion
Publisher:
Venice, Italy, 17-19 January 2019
Date:
2019-01
Venice, Italy
17-19 January 2019
Pagination:
5 p.
Published in:
Proceedings of International Marketing Trends Conference 2019
External resources:
Appears in Collection:



 Record created 2019-05-31, last modified 2019-11-07

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