10 Mar 2025
A new case study co-authored by a researcher from the School of Management Fribourg on the Minerva brand (Montblanc) bolsters the teaching materials available to management schools around the world.
The Minerva watch brand, which was integrated into the Montblanc portfolio (Richemont Group) in 2006, had to carve out a place for itself within the Richemont Group. The arrival of a new CEO for the Montblanc Watch division in 2021 enabled the brand to reposition itself in the luxury category, accompanied by significant growth. Will the Villeret (BE) brand be able to continue its growth while maintaining the personalized service that has always been its unique selling point?
This case study, co-authored by Lucia Zurkinden, research associate at the School of Management Fribourg (HEG-FR), examines the transfer of technical innovation to the market and the importance of client-focused approaches in building strong brands.
With this case study, students at the HEG-FR (and around the world, as this teaching material is included in the catalogue of the International Journal of Case Studies in Management (HEC Montréal) and Harvard Business Publishing) will be able to evaluate the strategies used by the Global Managing Director of Montblanc Watch Division to relaunch the Minerva brand. They will also examine its approach and use of storytelling as a luxury brand, as well as the importance of a client-focused brand strategy in creating a sense of exclusivity and creating a community.
Consult the Minerva case study
Ordering educational case studies requires payment. The case is available in English.