Luxury Branding - A tale without a history

Sammanfattning: The thesis intends to investigate how a young actor in the luxury industry practices storytelling as a tool to legitimize high product prices. Since the luxury brand narrative is normally based on heritage, the thesis will scrutinize the luxury watch brand Hublot, a young successful actor, lacking heritage. The results are based on a narrative analysis of document sources treating brand ambassadors, sponsorships, promotional material and an official financial report. We can conclude that Hublot charges the brand with cultural capital by consistently communicating their craftsmanship, innovative designs and the factor ‘country of origin’. Through stories of ‘self-made’ brand ambassadors, widely known for their economic capital, they can attract an affluent class, relatively new to the world of culture and luxury, and thereby differentiate themselves from the more traditional brands on the market. By also balancing the need to communicate financial figures to attract investors, while also censoring the same numbers in official documents to remain exclusive and rare, they further cement their position on the market.