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Research
Transitional tech as self evident truth
The Smartwatch hype, or when transitional technology is mistaken for self evident truth.
Smartwatches, and all that Glitters
How Apple established the apple watch as a quasi luxury item.
Brand Equity via Purchase Decision
How analysing a consumer’s purchase decision can help to get clarity on what drives the brand equity of luxury goods and watches.
Rethinking Watch Distribution
A major transformation that the Swiss watch industry must undergo in order to face the challenges of the 21st century.