IWC versus Rolex & Cartier: Brand Marketing

Former Marketing Director at Richemont, IWC Schaffhausen

Why is this interview interesting?

  • Why IWC doesn't segment customers and leads with the product and heritage
  • The power of using partnerships as a luxury brand to build trust with the consumer
  • How IWC positioned the brand versus Cartier and Rolex
  • The difference in heritage and storytelling between IWC, Cartier, and Rolex
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Executive Bio

Jens Fabian Herdieckerhoff

Former Marketing Director at Richemont, IWC Schaffhausen

Fabian has over 20 years experience marketing luxury watches. He started his career as a product manager in Germany for Cartier before moving to Richemont when the company purchased luxury watchmaker IWC in 2001. At Richemont, Fabian was the Marketing Director for IWC where he was responsible for the international marketing strategy over 7 years. He then spent 2 years running Burberry Watches at the Fossil Group and is now a luxury market consultant. Read more

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IWC versus Rolex & Cartier: Brand Marketing(March 25, 2020)

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