In an increasingly globalised context, companies operate internationally, and thus, must target customers who differ in terms of culture, geography, and language. It is imperative for companies to consider these differences when they develop their strategy to enter foreign markets and build relationships with customers. The luxury industry, in which customer relationships are crucial, is no exception. The aim of this study is to analyse the international marketing strategies of the luxury watchmaking industry to understand how these companies tackle cultural adaptation, as well as how multilingual communications and translation fit into their strategies. The study provides a complete theoretical background with regard to marketing, international and global marketing, and the luxury industry, as well as an analysis whose structure can be used for the study of other luxury industries.