Perspectives

Structural analysis of horology — brand positioning, market cycles, and the craft–commerce tension.

The collection · 89 essays

Longines Is the Most Strategic Watch Brand Under CHF 5,000

Longines is easy to underestimate because it does not ask to be mythologised. It neither performs the scarcity...

If Tissot disappeared tomorrow, the Swiss watch industry would lose more than a familiar logo in shopping districts...

Cartier’s modern strength is that it never needed to win the same argument as Patek Philippe, Audemars Piguet...

Omega is most often misread when it is treated as a substitute for something else. Not quite Rolex,...

Swatch is often misread because it looks unserious. That is the trap. The brand’s cases were plastic, its colours...

Rolex is often discussed as if it were simply the most famous Swiss watch brand. That understates the...

The most revealing thing about Parmigiani Fleurier is not that it makes elegant watches; it is that the company had...

Girard-Perregaux is not an obscure brand. It is something more interesting: a historically important manufacture that...

MB&F’s most important invention was not a flying balance wheel, a battle-axe rotor or a...

Glashütte Original has the awkward advantage of being too substantial for fashion and not theatrical enough for hype. It...