Managing "time"
: the digital challenge of century old luxury watch brands

  • Ario Iranmanesh (Student)

Student thesis: Master's Thesis


Luxury watch brands have been slow to adapt to the contemporary world, where the consumers research and consumption is increasingly digital. Literature showed that brands and their heritage were not ideal to blend with digital. Therefore, this dissertation seeks to understand how luxury watch brands can maintain and implement their heritage, in order to stay relevant in the digitized world of consumers.To answer this research question, we conducted a multiple case study on three luxury watch brands: Cartier, Breitling and IWC .Findings suggest that brands implement their heritage in unorthodox and creative ways to construct engaging, emotional but also educating experiences for the consumers. Crucially, the brands make sure that digital initiatives are not purely innovative but true to their heritage, thus holding authentic value and connections with the past and present. Ensuring contemporary relevancy of the heritage and their stories, is ultimately establishing relevancy and timelessness for the brand itself, and is the key for another century of longevity for brands.
Date of Award5 Feb 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorLaure Leglise (Supervisor)


  • Luxury watch brands
  • Heritage
  • Implementation
  • Maintenance
  • Digitization


  • Mestrado em Gestão e Administração de Empresas

Cite this