History as Luxury Brand Enhancement

Abstract

People feel emotional attachment to historical events. Heritage is the representation of the sensitive response that many luxury brands developed in their customer. This paper examines how Rolex use heritage like a strategy that enhances the luxury level of a brand. Using heritage and innovation, Rolex has developed a brand that considers historical and current ideas to satisfy customer’s desires. Some existing literature mentions luxury understood as an experience. This paper will analyze how Rolex creates an aura of authenticity and luxury based on heritage. Authenticity gets customer’s loyalty. Rolex can involve customers in the personal experience of purchasing Rolex watches.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 10 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.