ABSTRACT
This chapter presents a case that was designed to discuss a grey zone between ethics and marketing, a common area of contention and debate in modern management theory. The case is based entirely on documented facts that emerged late in 2007 in Switzerland in the rarefied world of antique watch auctions. High prices at auctions would translate into the appearance of a "hot" product, and help drive prices up on the street for the products. In this case, Antiquorum and Omega joined forces in a series of thematic sales which generated record prices for antique Omega watches. Antiquorum claimed to be the world's leading auction house specializing in the field of horology. To become the undisputed leader of the antique watch auctions, Antiquorum relied on a number of innovations. The first Omega thematic sale came to the industry as a surprise, as explained by Augostino Veroni, one of the most revered Italian horological journalists.
