Independent luxury watchmaker Parmigiani Fleurier, founded in 1996 by master restorer Michel Parmigiani, was renowned for its craftsmanship, producing over 90 per cent of its watch components in house. Under the leadership of CEO Guido Terreni since 2021, the brand had focused on the Tonda PF collection and revived the Toric line, achieving profitability by 2023 with a fivefold increase in sales. However, the brand faced challenges amid a shifting .....more

Teaching note for product W41549.

Teaching note for product W42131.

Revived in 2015 by Xavier de Roquemaurel, Harry Guhl, and Sebastien Follonier, Czapek & Cie, a Swiss luxury watch brand, had roots dating back to 1845, when it was originally founded by Francois Czapek and Juliusz Gruzewski. The team successfully resurrected the brand through crowdfunding, and as of 2023, the company produced over 1,000 watches annually across five collections and had a valuation of CHF 47 million. Through the leadership of Roquemaurel, .....more

Teaching note for product 9B19A005.

Vertu Corporation Limited (Vertu), a manufacturer and retailer of luxury mobile phones, was founded as a subsidiary of Nokia in 2000. It was later acquired by a Swedish private equity firm in 2012, and then sold to Godin Holdings in 2015. Despite these multiple corporate ownership transitions, Vertu had remained uniquely positioned, differentiated by its phones’ bejewelled embellishments and a worldwide concierge service available at the touch of .....more

Teaching Note for product 9B16A020.

In 2016, the founder and sole owner of Mobiado, a Canadian line of luxury mobile phones, was evaluating his company’s marketing strategy. Proud of what he had achieved and passionate about his role as designer of one of the most unique and distinctive product lines in the category, he reflected on how he might need to adjust his company’s strategies to fit current trends and to remain competitive. Could the Mobiado product line continue to succeed .....more

Swedish camera manufacturer Hasselblad was founded in 1841. The brand reached new heights in 1969, when astronaut Neil Armstrong used a Hasselblad camera to take the first photos on the moon. For decades, Hasselblad was renowned for making the world’s best high-end, medium format cameras for professional photographers. Faced with the paradigm shift from film-based to digital imaging, the company launched digital cameras and also diversified into the .....more

Teaching Note for product 9B16A017.