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« The Right To Exist » is a deep dive into the luxury brand legitimacy. What it means and why it matters. Beyond design, beyond marketing, beyond heritage, this book reveals the invisible rules that define which brands endure and which fade away. 

Swiss watchmaking is not only one of luxury segments, it’s a system of excellence where art, industry, innovation, leadership and branding converge. 

These book decode how iconic luxury watch brands are build, protected and made desirable over decades. The same principals could be applied across jewelry, fashion, hospitality, beauty and premium services.

For founders, executives, collectors and industry leaders, this book is a blueprint for building stong brand. 

Legitimacy is not about being seen. It’s about being recognized - by the right people, for the right reason, over the right time.  

Maria Bashutkina

Maria Bashutkina is the president of the Watchmaking Marketing Symposium and Academy Member of the Grand Prix d'Horlogerie de Genève. Her background combines academic research and deep industry access.

She speaks regularly at international conferences in Dubai, Boston, Hong Kong, Tokyo, Geneva, Paris etc.

As an advisor, keynote speaker and lecturer she works with executives and collectors worldwide.