Title: The Apple-Hermès co-branding collaboration: a teaching case study on brand diversification in luxury fashion

Authors: Jinju Heo

Addresses: Glion Institute of Higher Education, Rte de Glion 111, 1823 Montreux, Switzerland; Ecole des Ponts Business School, 6 Pl. du Colonel Bourgoin, 75012, Paris

Abstract: This teaching case explores the partnership behind the Apple Watch Hermès, an unprecedented collaboration between two multinational firms from distinct industries - luxury fashion and technology. Central to the case is Jean-Jacques Attali, Hermès' Chief Brand Manager, who navigates complex negotiations and strategic dilemmas with Apple, despite internal resistance and differing perceptions of brand value. The narrative highlights Attali's resilience and innovative leadership in overcoming organisational and political barriers, resulting in eight successful series of Apple Hermès Watches. The case illustrates key organisational theories, leadership practices, and challenges associated with cross-industry brand diversification. It emphasises strategic decision-making processes required to innovate without historical benchmarks, particularly addressing adjacent and non-market strategies. This analysis serves as a valuable resource for understanding the dynamics of strategic partnerships, brand management, innovation leadership, and organisational agility within the luxury and technology sectors.

Keywords: Apple Watch Hermès; brand diversification; co-branding; luxury branding; luxury fashion; luxury innovation; cross-industry collaboration; innovation strategy; organisational leadership.

DOI: 10.1504/IJTCS.2026.152373

International Journal of Teaching and Case Studies, 2026 Vol.16 No.1, pp.36 - 53

Received: 14 Jul 2025
Accepted: 02 Aug 2025
Published online: 17 Mar 2026 *

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