
68 ◾ The Innovative Lean Enterprise
have more bells and whistles, such as a calculator, altimeter, etc. However,
these are more functional characteristics. Many high-end watchmakers cre-
ated a desirable watch by adding a large emotional (i.e., status) component
to the simple task of telling time.
The most popular high-end watch brands are the most recognized
watches in the world and are known for their elegance and perfection with
respect to their category. Rolex was the first to invent the waterproof watch
case, the first to invent a date feature on the dial, the first to invent a dual-
time zone (GMT) timepiece, and the first to achieve the Co ...