August Berg: Promoting an accessible luxury watch via social media

• Main Authors: LUI, Patricia, BHATTACHARYA, Lipika
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: Luxury Branding; Accessible Luxury Marketing; Social Media Marketing; Influencer Marketing; Brand Equity; Brand Positioning; Marketing; Social Media
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/348; https://cmp.smu.edu.sg/case/4936
• Institution: Singapore Management University

Set in September 2020, the case talks about marketing an accessible (affordable) luxury watch brand, 'August Berg', by a luxury-product distribution company, Norbreeze, based in Singapore. The company's founder, Anders Peter Juel Sauerberg, was sceptical about the launch of a new coll...