Introduction

As the field of luxury studies is expanding, the questions that lead contemporary research are distinguished by methodological innovation. The opportunity to ask a new question or to focus on one that had been articulated before by earlier scholars and re-shape it would not be as exciting today without the imagination and criticality that allows scholars to combine methods of research that stem from other disciplines. The journal LUXURY: History Culture Consumption is a platform that remains open to and actively seeks out the new voices in the study of luxury. Specifically, the journal encourages new approaches to academic inquiry and new ways to bridge theoretical conversations with practice, as well as academic breakthroughs with professional applications that make the field of luxury one of the most exciting places of work. In this issue of LUXURY, scholars Mario D. Schultz and Peter Seele undertake a methodologically innovative study that combines netnography, qualitative interviews, and secondary research in the business literature as they focus on elucidating the role of luxury watches at work and their impact on the image of the organization. Netnography is a Thomaï Serdari is Clinical Associate Professor of Marketing and Director of the Fashion & Luxury MBA at the Leonard N. Stern School of Business at New York University. ts307@stern.nyu.edu