Las estrategias de comunicación web multilingüe en el sector de los relojes de lujoAnálisis de dos sitios web de la marca IWC Schaffhausen

Diplôme Master Las estrategias de comunicación web multilingüe en el sector de los relojes de lujoAnálisis de dos sitios web de la marca IWC Schaffhausen spa 2026 author Henderson Pérez Arianna Ximena 850973 director Inigo Ros Marta 135613 Services communs du département de traduction (TRACO) Developing a digital communication strategy that aligns with a brand’s objectives is essential to ensuring a coherent and effective presence across different markets, specially in sectors such as luxury, where identity and discursive consistency are fundamental. This thesis examines how a luxury brand integrates linguistic and cultural aspects into its digital communication through a comparative study of the Spanish and Mexican versions of the IWC Schaffhausen website. To this end, a qualitative analysis is conducted in order to identify the main multilingual web communication strategies employed by the brand. The results show that IWC combines two complementary strategies, standardization and adaptation, which are reflected primarily through linguistic and structural variations, but without a significant integration of local cultural elements. In both versions, an acultural discourse based on values presented as universal within the luxury sector predominates, highlighting the limited role played by the cultural dimension in the brand’s digital communication. Multilingual Communication Strategies Webpage Luxury Sector Luxury Watches Globalization Standardization Adaptation Marketing Texts Dewey 418.02 Maîtrise universitaitre en traduction et communication spécialisée multilingue 111 Département de traduction 91 false f0ac3132-9941-42d6-a8c5-7095920d72c9 Master thesis Public Tesina-HendersonArianna.pdf 17074725 application/pdf 5208b79452dc6ce138f515577b93345bff8cc02496f7b01317b4fa1a6c7724ef openAccess Faculté de traduction et d'interprétation / Département de traduction

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Las estrategias de comunicación web multilingüe en el sector de los relojes de lujoAnálisis de dos sitios web de la marca IWC Schaffhausen				2026	39	65

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Henderson Pérez, Arianna Ximena

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