E-book Edition
Why do some watch brands become legends while others, despite exceptional products and substantial investments, quietly disappear?
Richly illustrated with iconic examples from Rolex, Patek Philippe, F.P. Journe, Richard Mille, MB&F, Vacheron Constantin, Cartier, Jaeger-LeCoultre, and many others, this book goes far beyond watchmaking. It offers a new perspective on how exceptional brands earn trust, create desirability, and build enduring cultural value.
Drawing on fifteen years of research inside the Swiss watch industry, more than one hundred interviews with CEOs, master watchmakers, collectors, auction specialists, journalists, and industry leaders, Maria Bashutkina reveals what truly creates lasting authority in luxury.
At the heart of the book is System55, an original strategic framework that identifies the 55 factors of brand legitimacy across nine essential pillars—from product excellence and craftsmanship to storytelling, visibility, scarcity, community, and long-term brand strategy.
Whether you are a watch collector, luxury executive, brand strategist, entrepreneur, MBA student, or simply fascinated by the business of luxury, The Right to Exist provides practical insights into what separates brands that are merely visible from those that truly deserve their place in history.
This digital edition has been specifically designed for comfortable reading on e-readers, tablets, smartphones, and computers. Its reflowable format automatically adapts to your screen size and reading preferences, providing a seamless reading experience across devices. This is not a PDF edition.
