Creative Swiss watchmaking : a mix of art, industry and marketing

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

This research describes how and why Swiss watchmaking, started as craftsmanship in the 16th century and then a “proto-industry” in the 18th century, while continuously developing and obtained the label “Swiss made”, earned the worldwide reputation of a creative industry. Since the “quartz crisis” of the 1970s, when mechanical watches almost “died”, the industry re-emerged and continued to develop with a new basis, thanks to a well-balanced mix between art, industrialisation and marketing. This research explains how successful Swiss watch brands continue innovating and bringing mechanical and aesthetic emotions to their customers, taking inspiration in both heritage sources and new technologies (e.g. materials, microtechnics, production, digitalisation) to play with a harmonious mix of Art, Industry and Marketing. In the last decade, this combination also allowed new watch brands to increase and develop successfully amongst the 200 “Swiss made”.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
HEG Arc
Institute:
IMH - Institut du Marketing horloger
Subject(s):
Economie/gestion
Publisher:
Venice, Italy, 23-26 June 2019
Date:
2019-06
Venice, Italy
23-26 June 2019
Pagination:
15 p.
Published in:
Proceedings of the 15th International Conference on Arts and Cultural Management AIMAC 2019
Appears in Collection:



 Record created 2019-08-14, last modified 2019-11-28

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