ABSTRACT
This article discusses the transformation of global brands between the 1880s and the early twenty-first century, through the example of the Swiss watch company Longines. It shows that the concept of ‘global brand’ changed over time and was related to the nature of the product. Until the 1970s, luxury was linked to precision. Manufacturers focused on the production of movements and adapted the design of end products to each market. Yet the paradigm shift brought about by electronics led to a new definition of luxury during the 1990s, a change which led to a new generation of global brands.
