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Há muito tempo que não se escrevia um livro assim. Time to Change. Contemporary Challenges for Haute Horlogerie, (EGEA, 2010) é fruto de 15 meses de investigação de Luana Carcano, Professora de Gestão Estratégica e Empresarial na SDA Bocconi School of Management e de Carlo Ceppi, Delegado de Itália na Fondation Haute Horlogerie.

O livro está disponível a partir de hoje, podendo ser encomendado na Fundação de Alta Relojoaria e na EGEA.

Mais informações:

Time to change is the first book to explore in depth the world of fine watchmaking from a strategic and managerial perspective.

The book will help you to gain a comprehensive understanding of the unique rules to succeed in the market and the different values and cultures of fi ne watchmaking around the globe.

Comprehensive and authoritative, it investigates every aspect of fi ne watchmaking, a core business of hard luxury, including:

∙ Fine watch as a symbol with multiple meanings

∙ Designing and implementing fi ne watchmaking strategies

∙ Nurturing your company “profi t engine”

∙ Learning from emerging, growing and mature markets

∙ Facing upcoming challenges for local marketers and retailers

∙ Fine watchmaking in the post crisis landscape

∙ Time to look ahead

An overall guiding research question: what challenges will Haute Horlogerie face in the nearby future?

January 2009 - March 2010 - 15 months of great changes lived by the authors

Field research

∙ 62 questionnaires surveying the CEOs of FHH’s brands partners or brands belonging to its perimeter

∙ 21 face to face interviews with leading watch brands CEOs

∙ 4 geographical areas researched (Americas, Europe, Middle East, Asia including Japan)

∙ 111 face to face interviews with brand managers, retailers, editors, journalists, collectors, experts and opinion leaders

Extensive desk research

∙ 32 brand profi les with business models and strategic frameworks (detailing architecture of
collection, pricing and on-line strategies)

∙ 10 market reports

“TIME TO CHANGE: Contemporary Challenges for Haute Horlogerie”, Luana Carcano & Carlo Ceppi, Egea, 2010.

“It’s time to look ahead”: the time has come to change both the habits and the rules of the game that have become consolidated over time. The global crisis has brought about this need, with some urgency, particularly in the Haute Horlogerie sector.

So what scenarios can we envisage for the near future? What challenges will Brands, distribution and the watchmaking industry face? What management tools will they have at their disposal? What kind of alchemy will be created between mechanical timepieces and Internet? And what value will the masterpieces of mechanics applied to watchmaking have for generations y and z?
Time to change, the first publication based on a truly global analysis, aims to provide guidelines for and answers to these and other vital questions regarding the future strategic opportunities for the Fine Watchmaking industry.

Time to Change. Contemporary Challenges for Haute Horlogerie. (EGEA, 2010) is the brainchild of Luana Carcano, Professor of Strategic and Entrepreneurial Management at SDA Bocconi School of Management and Carlo Ceppi, Delegate for Italy at the Fondation Haute Horlogerie.

Combining a scientific approach and knowledge of the sector, the book is a stimulating journey through the various management strategies required to compete successfully in a market that is evolving rapidly, differentiated and segmented in the perception of the values connected to the world of Fine Watchmaking.

The tome is the result of in-depth research in the field, beginning in the spring of 2009, which led the authors to meet the movers and shakers in the industry across four continents - from Latin America to the United States, from the Middle East to Japan, passing through Hong Kong and China.

15 months of intensive work which coincided with major changes in the economy and the context, seen at first hand with over 130 important players from the watch industry (CEOs, brand managers, dealers, editors, journalists, collectors, experts and opinion leaders) who offered to share their strategic insights and experiences, either agreeing on or criticizing the prevailing opinions and management views. One thing is for sure - this will be remembered as an “evolutionary” period and mark a turning point for the watch industry.

What will be role of Europe, and more specifically that of Italy, in this new scenario? As Luana Carcano puts it, “in the near future, emerging markets will not only represent a business opportunity, but also a source of innovation, both in terms of product and distribution formats”.

Nevertheless, as Carlo Ceppi continues, “it will be up to the more established markets, such as Europe, to point out the path to follow, thereby still guaranteeing themselves a leading role”.
“Time to Change” is available from July 2010 in major bookshops and on the website of the Fondation Haute Horlogerie and of the publishing house.