Economics at your fingertips  

The transformation of global luxury brands: The case of the Swiss watch company Longines, 1880–2010

Pierre-Yves Donzé

Business History, 2020, vol. 62, issue 1, 26-41

Abstract: This article discusses the transformation of global brands between the 1880s and the early twenty-first century, through the example of the Swiss watch company Longines. It shows that the concept of ‘global brand’ changed over time and was related to the nature of the product. Until the 1970s, luxury was linked to precision. Manufacturers focused on the production of movements and adapted the design of end products to each market. Yet the paradigm shift brought about by electronics led to a new definition of luxury during the 1990s, a change which led to a new generation of global brands.

Date: 2020
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link) (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from

DOI: 10.1080/00076791.2017.1291632

Access Statistics for this article

Business History is currently edited by Professor John Wilson and Professor Steven Toms

More articles in Business History from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().

Page updated 2020-10-04
Handle: RePEc:taf:bushst:v:62:y:2020:i:1:p:26-41