Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand

Duma, Fabio; Björck, Albena

Publication type:	Conference paper
Type of review:	Peer review (abstract)
Title:	Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand
Authors:	Duma, Fabio Björck, Albena
et. al:	No
Proceedings:	Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future
Page(s):	13
Conference details:	4th Edition of the Monaco Symposium on Luxury 2021
Issue Date:	2021
Publisher / Ed. Institution:	MONACO SYMPOSIUM ON LUXURY
Language:	English
Subjects:	Brand legitimacy; Luxury brand legitimacy; Luxury start-up; Subculture of consumption
Subject (DDC):	658.8: Marketing management
Abstract:	There is a lively scene of Swiss and other independent luxury watch brands acting in the shadow of the big, well-known players and addressing specific market niches of connoisseurs and collectors. These niche brands are catering to watch lovers who are looking for something new, different and beyond the mainstream: mechanical art pieces, bespoke watches and timepieces with ever more intricate complications or unusual designs. For newcomers in the industry, the world of mechanical watchmaking and the subculture of those, who often refer to themselves as #watchgeeks, can be a veritable minefield with many blunders to avoid. Building context-specific brand legitimacy, a congruence between what the brand stands for and the values, norms and beliefs of a social group, and implementing respective clues into the brand’s communication strategy, are crucial to gain acceptance and ensure long-term success. The present study, based on a qualitative methodology and the in-depth analysis of the case of a newly founded Swiss manufacturer of bespoke mechanical timepieces, sheds light on the brand legitimization process in a subculture of knowledgeable and demanding luxury consumers and industry insiders. It aims at a theoretical and practical contribution using brand legitimacy as a theoretical lens to a concrete business challenge.
Further description:	Konferenz hat nicht stattgefunden
URI:	https://digitalcollection.zhaw.ch/handle/11475/22424
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	International Management Institute (IMI)
Appears in collections:	Publikationen School of Management and Law

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Duma, F., & Björck, A. (2021). Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand [Conference paper]. Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, 13.

Duma, F. and Björck, A. (2021) ‘Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand’, in Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future. MONACO SYMPOSIUM ON LUXURY, p. 13.

F. Duma and A. Björck, “Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand,” in Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, 2021, p. 13.

DUMA, Fabio und Albena BJÖRCK, 2021. Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand. In: Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future. Conference paper. MONACO SYMPOSIUM ON LUXURY. 2021. S. 13

Duma, Fabio, and Albena Björck. 2021. “Establishing Brand Legitimacy in the Subculture of Watchgeeks : Case Study of a Newly Launched Swiss Niche Luxury Brand.” Conference paper. In Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, 13. MONACO SYMPOSIUM ON LUXURY.

Duma, Fabio, and Albena Björck. “Establishing Brand Legitimacy in the Subculture of Watchgeeks : Case Study of a Newly Launched Swiss Niche Luxury Brand.” Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, MONACO SYMPOSIUM ON LUXURY, 2021, p. 13.