With sales flagging, Switzerland’s watchmakers need to raise the interest of a generation that has no need for traditional timepieces. An unlikely 68-year-old executive is leading the way
GENEVA—You’re 25 years old, basking in the glow of your first big job promotion and a hefty raise. Why not splurge on a big-ticket item?
Your father might have bought a fancy Swiss watch. But the thought doesn’t occur to you—for most of your life, you’ve used your cellphone to check the time. Instead, you book a getaway to Costa Rica, which you document extensively on Instagram.