The role of top managers in firm’s performance is central to strategic management. Trying to identify factors that influence company’s strategy and innovations this study adopts resource-based theory (RBT) and upper echelon theory (UET) and apply them to the Swiss luxury watchmaking companies. This paper presents results of qualitative and quantitative research based on interviews with CEO and Marketing managers among Swiss luxury watchmaking industry. We present a set of conclusions of the connection between top executive’s background and their strategic choices and innovation strategy in Swiss luxury watchmaking industry.

ABSTRACT
 INTRODUCTION
 METHODOLOGY
 CONCEPTUAL FRAMEWORK
 MAIN FINDINGS AND ANALYSIS
 SCIENTIFIC AND MANAGERIAL CONTRIBUTIONS
 RESEARCH LIMITATIONS AND AVENUES FOR FURTHER RESEARCHES
 REFERENCES

• Maria Bashutkina(HES SO Haute école de gestion Arc, Switzerland)