From an article in Monocle about the Baselworld watch fair.

Swiss watch brands are patriotic to a fault. Rolex is one of the few high-end manufacturers that does not stamp "Swiss Made" on the watch face in the belief that Rolex defines Switzerland rather than the other way around.

Now *that's* a brand.

This entry was published on June 05, 2008 at 11:23 am.

Tags for this entry:  rolex  branding  switzerland 

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