Overview
What this challenge is about.
You will create a 3-year brand revitalization plan for a Swiss watch brand, including a new product concept and marketing mix, to earn a verifiable certificate.
The scenario
Montblanc Horlogerie is a family-owned luxury watchmaker based in Geneva, with annual revenues of €200 million. Its customer base is predominantly male, aged 45+, and the brand has minimal digital presence.
The Brief
What you'll do, and what you'll demonstrate.
How can Montblanc Horlogerie attract younger luxury consumers while preserving its heritage and premium positioning?
Earning criteria — what you'll demonstrate
- Apply luxury brand positioning frameworks to a heritage brand
- Design a luxury marketing mix that balances exclusivity and accessibility
- Develop brand storytelling that leverages heritage for modern audiences
- Analyze consumer segments and tailor value propositions
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Luxury Brand Management
Master · Marketing
Strong alignment
This challenge maps to Luxury Brand Management at the Master level. It sharpens the same practical skills your coursework expects — but in a real industry context with actual constraints and deliverables.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Brand Positioning
Apply brand positioning to solve real industry problems and demonstrate production-level capability.
- Luxury Marketing Mix
Apply luxury marketing mix to solve real industry problems and demonstrate production-level capability.
- Consumer Insights
Apply consumer insights to solve real industry problems and demonstrate production-level capability.
- Digital Strategy
Apply digital strategy to solve real industry problems and demonstrate production-level capability.
- Storytelling
Apply storytelling to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles: