The role of disruptive innovation in the development of luxury watch industry

Watch is often regarded not only as a thing which shows time, but as a way to express yourself and say a lot without saying anything. This exact thing is what luxury watches industry is based on, watches that represent the wearer through their brand perception and brand image. Brands such as Audemars Piguet, Rolex and Swatch have been building the brand image for dozens of years now in order to approach the highest number of buyers possible. Aside from the brand image, the brands are developing technology which separates them from the competition. Disruption created by the brands mentioned in this paper has left an indelible impact on the world of watchmaking. What is even more, disruptive innovators are the ones who have positioned the industry in the position where it is today, and their importance will be understood to the fullest in the future when all the work they have done comes to the surface