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 Donze 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, Donze 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. -- .