This paper presents the results of qualitative research based on semi-structured interviews with CEO and Marketing managers among Swiss luxury watchmaking companies. We present the highlights on innovative business models and how it could create competitive advantage creation in the highly competitive Swiss luxury watchmaking industry.

ABSTRACT
Introduction
Methodology
Conceptual framework
Main findings
Managerial and scientific contributions
Research limitations and avenues for further research
Bibliography

• Maria Bashutkina(institut of watch marketing university of applied sciences of Western Swtzerland)