Racism In Germany And The Global Consequences For Premium Brands

This paper summarizes current political discussions and reports on xenophobic demonstrations and racist riots in the Saxon city of Chemnitz and contrasts them with the global context of the brand im-age of a premium watch manufacturer. Chemnitz is a city in Saxony (in East Germany) with approx. 250,000 inhabitants. It examines the impact of images in the media and videos the medium-sized company NOMUS. The manufacturer is the company of NOMUS, a medium-sized manufacturer of luxury watches. NOMUS sold its luxury products in international cities all over the world. The production of watches takes place in the small town > Glashütte