Whatever you call it, these young leaders are changing the way their brands do business.
In the past few years, the watch world — especially independent, family-owned brands — has seen an influx of young, second-generation makers rising through the ranks and taking on top-level positions. Now, those new leaders are making decisions about products, marketing, digital concepts and relationships that they say will bring new audiences, more online sales and propel the traditional watch industry fully into the 21st century.
“Typically, Swiss brands are slow to adapt to the market, and these next-generation kids might be able to bring faster change to the table,” said William Massena, a former managing
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