Rodolphe Corpataux runs marketing at BOVET 1822, the independent Swiss maison producing around 1,000 watches a year, a third of them bespoke, with more demand than it can meet. His path there started at hotel school in Lausanne and changed when he met Mr. Raffy, the owner of BOVET.

Rodolphe and Alexander get into what marketing means when you can't fulfill demand, why keeping a collector beats acquiring one, and where the watch industry's old playbook is falling apart. They revisit the AP x Swatch collaboration one year later and still don't fully agree, debate whether most watch marketing budgets are strategy or ego, break down why Rolex's consistency built the crown, and name the best marketing in watchmaking right now.

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