Examining how brand authenticity is established and maintained: the case of the Reverso

This article examines how brand authenticity is established and maintained. Existing studies focus on building authenticity; this article responds to calls for longitudinal research to explore its evolution. A historical and present-day analysis of Jaeger-LeCoultre (a luxury watch manufacturer), employing multiple sources of qualitative data, reveals the dynamic nature of authenticity. Throughout the course of a brand’s lifetime, its authenticity is maintained by employing different strategies that emphasise various interrelated dimensions of genuineness. Early projections of authenticity are centred on a germination strategy, where an emphasis on craftsmanship develops a sense of sincerity and integrity. As the brand grows through a prolific product extension strategy, its authenticity is cultivated through quality commitment, resulting in stylistic consistency. As the brand reaches maturity it returns to its roots, emphasising craftsmanship and leading to brand integrity. Following the analysis, the theoretical and managerial implications are presented.