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Author:   Professor Pierre-Yves Donzé (Osaka University, Japan) ,  Harry Guhl (Investor and businessman)
Publisher:   Bloomsbury Publishing PLC
Imprint:   Bloomsbury Visual Arts
Dimensions:   Width: 16.00cm , Height: 1.60cm , Length: 23.60cm
Weight:   0.520kg
ISBN:  

9781350545335

ISBN 10:   1350545333
Pages:   176
Publication Date:   08 January 2026
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Introduction 1. Bringing Luxury Sleeping Beauties Back to Life The Objectives of Reawakening Brands The Importance of Heritage for Brand Management Conclusion 2. Brand Management in the Watch Industry Proto-brands in the Preindustrial Era The Legal Protection of Trademarks The Birth of Global Brands Global Luxury Brands Conclusion 3. The Revival of Vanished Brands Case 1: The First Mover: Blancpain Case 2: The Failed Reawakening of Léon Hatot Case 3: German Brands from Glashütte Conclusion 4. Brands Revival in the Reovery of Declining Firms Case 4: Patek Philippe Case 5: Making Chopard a Jewelry Brand Case 6: Revival Based on a Concept: Hublot Case 7: Failed Attempts to Relaunch Sleeping Beauties: Corum and Ebel Conclusion 5: Creating New Brands from Heritage Case 8: Breguet Case 9: British Watch Masters Case 10: JeanRichard Case 11: Heritage Brands with a Technical Foundation: Czapek, Lowenthal and Pouzait Conclusion Conclusion

Reviews

Luxury Brand Management and Heritage Revival by Pierre-Yves Donze and Harry Guhl is a meticulously researched book about a critically important problem not only in wristwatches but luxury brands in general — how do you successfully revitalize a ""sleeping beauty"" and avoid the strategic mistakes that some brands have made? Donze and Guhl are marvelously adept at mining business history to describe case studies of not only successes in brand revitalization but also failures. The result is a tour(billon) de force! * Rohit Deshpande, Harvard Business School, USA * An excellent and innovative contribution to the study of luxury brand management. Donzé and Guhl's text is a richly rewarding exploration of heritage revival from Blancpain to Breguet, based upon much hitherto untapped material from the Swiss luxury watch industry. * Professor John Armitage, University of Southampton, UK * There has never been a book like this before in area of branding scholarship! Donzé and Guhl take us on a journey of manufacturing, technology and the revival of Swiss watch innovations. A must-have reader! * Dr. Joseph H. Hancock II, Drexel University, USA * From forgotten names to global icons, this book demystifies the complex process of brand revival in the luxury watch industry with real-world examples and actionable insights—offering valuable inspiration for other sectors in the luxury market. * B. Ellie Jin, North Carolina State University, USA *

Author Information

Pierre-Yves Donzé is Professor of Business History at Osaka University, Japan, and a visiting professor at the University of Fribourg, Switzerland. His research focuses on the business history of creative industries (watchmaking, fashion, and luxury) and multinational enterprises. He is the author of numerous books, edited volumes and academic articles published in English, French, German, Italian and Japanese. Harry Guhl is a Swiss investor and expert in market positioning for horological start-ups. Over the past two decades, he has been instrumental in reviving historic watch brands. Beyond the watch industry, he has a distinguished background in the art world, having served as the global head of VIP relations at Art Basel and as the principal art consultant for Rolls-Royce Motor Cars.

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