Czapek & Cie: The Renaissance of Swiss Entrepreneurial Watchmaking

Ken Kwong-Kay Wong

Product #:W42131

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:Switzerland, 2024

Details:Case (PDF) • 23 pages • 2025-03-18

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Revived in 2015 by Xavier de Roquemaurel, Harry Guhl, and Sébastien Follonier, Czapek & Cie, a Swiss luxury watch brand, had roots dating back to 1845, when it was originally founded by François Czapek and Juliusz Gruzewski. The team successfully resurrected the brand through crowdfunding, and as of 2023, the company produced over 1,000 watches annually across five collections and had a valuation of CHF 47 million. Through the leadership of Roquemaurel, chief executive officer (CEO), Czapek & Cie reached significant milestones, including winning the 2016 Grand Prix d’Horlogerie de Genève Public Prize and participating in successful auctions. Despite these achievements, the Swiss luxury watch market was volatile, especially during the post-pandemic era, with slow growth in 2023–24, and challenges remained. Did Czapek & Cie have what it took to continue to thrive in haute horology?

Learning Objectives

This case study is suitable for various business courses, such as entrepreneurship and marketing, at the diploma, undergraduate, and graduate levels. After studying the case, entrepreneurial students should be able to do the following:

Analyze the different stages in fundraising for a start-up operation.
Evaluate how crowdfunding can be used not only to raise funds but also to turn supporters into brand ambassadors and customers.
Characterize the traits of a company founder and how their educational and professional background can shape their desire to establish a company.
Assess the importance of protecting the company’s intellectual properties through the registration of trademarks, patents, and copyrights.
Value the significance of determining a company’s core values and guiding principles when creating a company.
Identify the key success factors in growing a start-up business.
Anticipate the potential risks that a CEO may face when steering a start-up operation through different stages of company growth.

After studying the case, marketing students should be able to do the following:

Evaluate the importance of brand heritage to a brand, especially in the Swiss luxury watch market.
Analyze a situational analysis using the PEST (political, economic, social, and technological) framework to understand how these external factors may impact the luxury Swiss watch market.
Identify the target market for a Swiss luxury watch brand.
Examine brand positioning and strategy by analyzing its brand elements, target customers, unique selling propositions, and the competitive landscape.
Construct a positioning map for the various brands in the luxury Swiss watch industry.
Critique the four Ps (product, price, place, and promotion) of Czapek & Cie’s marketing strategy.
Appraise the role of events, contests, and auctions for haute horology manufacturers in Switzerland.
Assess the factors that lead to brand resilience and evaluate the viability of the Czapek & Cie brand given recent micro- and macro-events.
Formulate actionable recommendations to enhance the brand’s market position.

Czapek & Cie: The Renaissance of Swiss Entrepreneurial Watchmaking

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Learning Objectives