The making of a status symbol: A business history of Rolex
Discover the fascinating story behind Rolex, the world’s most iconic luxury watch brand. In The making of a status symbol, acclaimed business historian Pierre-Yves Donzé offers a captivating and deeply researched exploration of how a small Swiss watch company transformed itself into a global emblem of success, wealth and prestige.

Challenging the myth that Rolex’s dominance is solely due to superior craftsmanship, Donzé reveals the brand’s strategic partnership with an American advertising agency and its genius for storytelling, which allowed it to turn a simple timepiece into a powerful status symbol. Spanning the twentieth century, this book provides a compelling case study of how creative industries have shaped consumer culture and the global luxury market.

This book is a must-read for anyone fascinated by fashion and luxury, the evolution of consumer culture or the power of branding. Whether you’re a scholar, student or general reader intrigued by the enduring allure of Rolex, The making of a status symbol offers an engaging and insightful journey through the history of a brand that has become synonymous with excellence and success.

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The making of a status symbol: A business history of Rolex
Discover the fascinating story behind Rolex, the world’s most iconic luxury watch brand. In The making of a status symbol, acclaimed business historian Pierre-Yves Donzé offers a captivating and deeply researched exploration of how a small Swiss watch company transformed itself into a global emblem of success, wealth and prestige.

Challenging the myth that Rolex’s dominance is solely due to superior craftsmanship, Donzé reveals the brand’s strategic partnership with an American advertising agency and its genius for storytelling, which allowed it to turn a simple timepiece into a powerful status symbol. Spanning the twentieth century, this book provides a compelling case study of how creative industries have shaped consumer culture and the global luxury market.

This book is a must-read for anyone fascinated by fashion and luxury, the evolution of consumer culture or the power of branding. Whether you’re a scholar, student or general reader intrigued by the enduring allure of Rolex, The making of a status symbol offers an engaging and insightful journey through the history of a brand that has become synonymous with excellence and success.

29.95 In Stock
The making of a status symbol: A business history of Rolex

The making of a status symbol: A business history of Rolex

by Pierre-Yves Donzé
The making of a status symbol: A business history of Rolex

The making of a status symbol: A business history of Rolex

by Pierre-Yves Donzé

Paperback

$29.95 
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Overview

Discover the fascinating story behind Rolex, the world’s most iconic luxury watch brand. In The making of a status symbol, acclaimed business historian Pierre-Yves Donzé offers a captivating and deeply researched exploration of how a small Swiss watch company transformed itself into a global emblem of success, wealth and prestige.

Challenging the myth that Rolex’s dominance is solely due to superior craftsmanship, Donzé reveals the brand’s strategic partnership with an American advertising agency and its genius for storytelling, which allowed it to turn a simple timepiece into a powerful status symbol. Spanning the twentieth century, this book provides a compelling case study of how creative industries have shaped consumer culture and the global luxury market.

This book is a must-read for anyone fascinated by fashion and luxury, the evolution of consumer culture or the power of branding. Whether you’re a scholar, student or general reader intrigued by the enduring allure of Rolex, The making of a status symbol offers an engaging and insightful journey through the history of a brand that has become synonymous with excellence and success.


Product Details

ISBN-13: 9781526188410
Publisher: Manchester University Press
Publication date: 06/03/2025
Pages: 272
Product dimensions: 8.50(w) x 5.43(h) x 0.58(d)

About the Author

Pierre-Yves Donzé is Professor in Business History at the Graduate School of Economics, Osaka Universityand a visiting professor at the Department of History, University of Fribourg

Table of Contents

Introduction
Part I: The Swiss technical excellence (1900–45)
1 Hans Wilsdorf’s early career
2 Development of the Oyster (1920–45)
3 The mass production of chronometers (1920–15)
4 Communication and marketing positioning (1920–45)
Part II: The creation of new collections (1945–60)
5 Designing iconic products
6 The start of a fruitful collaboration
Part III: Embodying individual success (1960–2020)
7 Rolex becomes world number one (1960–90)
8 Rolex and the changing luxury goods industry (since 1990)
Conclusion
Index

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