Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand

Konferenz hat nicht stattgefundenThere is a lively scene of Swiss and other independent luxury watch brands acting in the shadow of the big, well-known players and addressing specific market niches of connoisseurs and collectors. These niche brands are catering to watch lovers who are looking for something new, different and beyond the mainstream: mechanical art pieces, bespoke watches and timepieces with ever more intricate complications or unusual designs. For newcomers in the industry, the world of mechanical watchmaking and the subculture of those, who often refer to themselves as #watchgeeks, can be a veritable minefield with many blunders to avoid. Building context-specific brand legitimacy, a congruence between what the brand stands for and the values, norms and beliefs of a social group, and implementing respective clues into the brand’s communication strategy, are crucial to gain acceptance and ensure long-term success. The present study, based on a qualitative methodology and the in-depth analysis of the case of a newly founded Swiss manufacturer of bespoke mechanical timepieces, sheds light on the brand legitimization process in a subculture of knowledgeable and demanding luxury consumers and industry insiders. It aims at a theoretical and practical contribution using brand legitimacy as a theoretical lens to a concrete business challenge