This case study follows the journey of William Shum, who left his banking career to pursue his passion for watchmaking by establishing Memorigin, a brand specializing in tourbillon watches. The case explores how Memorigin competes with well-established luxury watch brands by creating unique, culturally inspired designs and collaborating with global franchises such as Marvel and Star Wars. Students will learn about consumer motivation, the importance of culture in marketing, and the role of brand and design partnerships in creating competitive advantages.

Mapxus is an award-winning innovative smart tech start-up whose research and development is based in Hong Kong. Using a combination of artificial intelligence, algorithms, and digital technology, Mapxus creates high-quality digital maps of the interior of buildings at a significantly lower cost than traditional methods of indoor mapping. Mapxus technicians have now mapped the interiors of hundreds of urban building where keeping up to date records is vital for building owners, safety and emergency services. Its smart technology also has an important social benefit since visually impaired people can use its data to help them find their way safely through city buildings. The venture's success relies on a unique partnership between its two experienced cofounders--serial entrepreneur and academic Dr. John Chan, and Chief Executive Officer and the company's Chief Operating Officer, Ocean Ng. While each has different leadership skills, their success demonstrates how a complementary partnership can create the leadership needed to build a successful start-up. In just six years, the company has expanded its indoor mapping and navigation services to Japan, Singapore and Taiwan and it now plans to expand globally. To do this, the company might need to undergo significant change.