Only a handful of companies in the world boast a product so unique that they can afford to pick and choose their customers. It’s not easy to get to this position. It takes time and money, and even then, there’s no guarantee a business will be able to cultivate the cult following required.
High-end Swiss watch brands are the perfect example. Rolex only makes a million watches a year, and the waiting lists for its top models are over a decade. But it’s not the most exclusive brand in the watch sector. Patek Philippe
