DNA Approved: How Swiss Watch Brands Are Getting Back On Track – Reprise

What is the most precious element of any watch brand? Its manufacture? Its skilled employees? Its brand ambassadors? Its boutiques? None of this, actually, because while they all contribute to the success of the brand, its most precious and most important asset is its so-called DNA Watch brands might not have deoxyribonucleic acids, but they do have similar "Building blocks" that allowed them to become successful Especially now, at a time in which trends follow each other at an increasingly rapid pace and most brands are part of conglomerates with shareholders demanding profits, this can sometimes be seen as mission impossible.

Occasionally a brand gets lost, like Zenith under former CEO Thierry Nataf, who took the brand from its original DNA space for a fling with the Russian market that didn't last The following CEO, Jean-Frédéric Dufour, put the brand back on track and was in return rewarded with a turn at the helm of one of the brands that knows its own DNA like no other: Rolex This is also when the DNA of a watch brand is really put to the test: when the markets are down, the watch enthusiasts that still buy watches tend to be far more critical.

The difficulty is that when the market is up, brands tend to want to capitalize on this and often do so by creating products that might be perfectly aligned with ruling trends, yet move away from original DNA When the market takes a turn for the worse, these brands often take the heaviest hits. . Source