Today’s podcast is a case study of luxury watchmaker Richard Mille and how the company used strategic partnerships with athletes to grow its brand. I break down the company’s founding, the rigorous manufacturing process of its million-dollar watches, how the brand uses scarcity to drive up the value of its products, why Richard Mille partners with athletes like Rafael Nadal, Lewis Hamilton and Bubba Watson, and more. Enjoy!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.