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.


Mots-clés:
Type de conférence:
short paper
Faculté:
Economie et Services
Ecole:
HEG Arc
Institut:
IMH - Institut du Marketing horloger
Classification:
Economie/gestion
Adresse bibliogr.:
Venice, Italy, 17-19 January 2019
Date:
2019-01
Venice, Italy
17-19 January 2019
Pagination:
5 p.
Publié dans:
Proceedings of International Marketing Trends Conference 2019
Ressource(s) externe(s):
Le document apparaît dans:



 Notice créée le 2019-05-31, modifiée le 2019-11-07

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