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HBR Case Study: Competing Against Ostentation
HBR Case Study: Competing Against Bling
15 Feb 2021
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How can an understated watch brand stand out against flashier, gem-encrusted offerings in China? Wei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a…
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