The Making of a Status Symbol - by Pierre-Yves Donzé

About the Book

This book shows how Rolex has become the embodiment of individual success since the 1960s.

Book Synopsis

This book shows how Rolex has become the embodiment of individual success since the 1960s. This brand is much more than a watch: it is a narrative on a triple exceptionality: that of a product, that of an entrepreneur, and that of the wealthy consumers who wear it. A must-read for understanding the phenomenal success of Swiss watchmaking.

From the Back Cover

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, turning a simple timepiece into a powerful status symbol. Spanning the 20th 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 a 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.

Review Quotes

'Reads like a thriller. An essential epic for anyone interested in Swiss economic history.'
Le Temps

'Offers a unique perspective on the evolution of Rolex over the decades.'
Passion Horlogère

'Spanning more than 120 years, "The Making of a Status Symbol" offers a detailed look at the business strategies, leadership decisions and branding choices that helped Rolex become one of the most recognized names in the luxury world.'
Coronet

About the Author

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