David Blecken
Apr 17, 2018

Beyond time: How watch brands are adapting to survive

SECTOR STUDY: An industry that prizes tradition is learning that it must innovate to stay alive, but extinction looks near for brands without a clear proposition.

Baselworld has seen attendance shrink dramatically in recent years (photo: AFP)

For a product category that really doesn’t need to exist at all, there is a good amount of life in watches. Top-end mechanical brands continue to draw the same levels of passion from enthusiasts as ever, and a glance around a room of business executives suggests timepieces are as important to an outfit now as they were 30 years ago.

At the same time, Baselworld, the biggest watch fair in the world, was two days...

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