This paper explores how socio-ecological strategy applies to the Swiss watchmaking field in its current turbulent causal texture given novel regulatory changes, the emergence of connected devices, volatile consumer behaviour and un-planned for currency changes. We explore how Fligstein and McAdam’s (2012) theory of fields extends the socio-ecological strategy approach, explain how turbulence is manifested in Swiss watchmaking and empirically investigate how the three strategic stances of socio-ecological strategy (preparation, relocating and reinventing collaboration) fare in the Swiss watchmaking field.

• Jonas Hoffmann(SKEMA Business School – Univ Lille Nord de France, France)
• Laurent Lecamp(SKEMA Business School, France)
• Carl F. Bucherer(SKEMA Business School, France)