t’s hard for anyone who wishes to set up a new luxury brand today. The consensus among enthusiasts, and therefore communication whizzes, is that a brand’s history is the yoke on which its existence is carried. You see it in campaigns, press releases and design inspirations. One brand uncovers a sketch in its archives; another understands its links to the military, sport or adventure. The product reflects it, and the customer buys into it. As the world renowned watch collector Shary Rahman puts it, “I usually collect for three reasons, one of them being the pedigree and
