![]() Massena was quick to note that succession isn’t new in watches. “They can talk to the new generation because they are part of the new generation and they bring a fresh perspective.” “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 director of the online TimeZone horology forum and founder of his own watch brand, Massena LAB. 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. 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.
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