"<i>Some of my Customers […] Take off Their Rolex Prior to a Client Meeting</i>" Luxury Display at Work and the Social (Re)Construction of the Organizational Image

In this study, we follow-up on the social construction of an organizational image focusing role luxury watches worn at work. way, discuss crucial employees' aesthetic appearance as a projector values to internal and external audiences. Drawing theoretical lenses gestalt theory literature aesthetics labour, examine dynamics display in settings via qualitative approach, netnography based 193 topical entries. The was guided by pre-study conducting interviews with high level experts from watch industry. Our findings show that work can contribute harmonious image. However, professional exist where triggers inconsistency employee's relative organization is being represented. Thus, disturbing overall Adopting perspective process, define "organizational gestalt": dynamic projection informed conveyed aesthetic, representations (in study: wristwatches). We theorize gestalt-switch – conversion previously stable occurs when projects conflict established representations. As consequence, authenticity credibility employee may suffer.