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

• IntroductionPart I: The Swiss technical excellence (1900–45)1 Hans Wilsdorf’s early career2 Development of the Oyster (1920–45)3 The mass production of chronometers (1920–15)4 Communication and marketing positioning (1920–45)Part II: The creation of new collections (1945–60)5 Designing iconic products6 The start of a fruitful collaborationPart III: Embodying individual success (1960–2020)7 Rolex becomes world number one (1960–90)8 Rolex and the changing luxury goods industry (since 1990)ConclusionIndex

'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

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

• IntroductionPart I: The Swiss technical excellence (1900–45)1 Hans Wilsdorf’s early career2 Development of the Oyster (1920–45)3 The mass production of chronometers (1920–15)4 Communication and marketing positioning (1920–45)Part II: The creation of new collections (1945–60)5 Designing iconic products6 The start of a fruitful collaborationPart III: Embodying individual success (1960–2020)7 Rolex becomes world number one (1960–90)8 Rolex and the changing luxury goods industry (since 1990)ConclusionIndex

'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

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

• IntroductionPart I: The Swiss technical excellence (1900–45)1 Hans Wilsdorf’s early career2 Development of the Oyster (1920–45)3 The mass production of chronometers (1920–15)4 Communication and marketing positioning (1920–45)Part II: The creation of new collections (1945–60)5 Designing iconic products6 The start of a fruitful collaborationPart III: Embodying individual success (1960–2020)7 Rolex becomes world number one (1960–90)8 Rolex and the changing luxury goods industry (since 1990)ConclusionIndex

'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