Pequignet: The Face of the Renaissance of French Haute Horlogerie
(6 pages of text)
For French watchmaker Pequignet, its return to the annual luxury watch and jewelry show, Baselworld, signaled a new page in the company’s 40-year history. As the only “haute horlogerie” manufacturer in France since the quartz crisis in the 1970s, Pequignet had caught the attention of both the media and the watch collector community, despite going through receivership and a change of ownership. In addition to showcasing its Calibre Royal collection, Pequignet presented a new line of entry-level watches. Should the company invest further in its manufacturing processes to make high-end mechanical watches, as it had in the past? Or should it focus on producing more affordable, accessible products, as with its most recent collection? As an independent atelier, Pequignet had to address these questions in order to succeed in the highly competitive global watch market.
After studying the case, students should be able to:
- Describe the importance of “country of origin” in luxury goods branding.
- Appreciate brand history and how it increases customer loyalty and satisfaction.
- Understand the challenges in product management.
- Explore various corporate exit strategies.
France, Small, 2014
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