The spectacular fall of some Maisons leaves space for a comeback.
The watch market during the years has registered a huge number of ups and downs. Let’s consider together just the last century: two World Wars, two significant economic crisises, and one watch-specific Armageddon, the Quartz Crisis.
The first brand that comes to my mind is Longines.
Back in its days, Longines was on the same level as the most prestigious companies of Switzerland. But as you probably know, Longines after the Quartz Crisis was gobbled up into the Swatch group, and it represented just another brand in the cauldron. More, its marketing placement was in the same league of Omega, with the distinct possibility of the two cannibalizing each other in terms of appeal, and thus, sales.
This means that it was downsized and repackaged as a mid-range brand, just a bit better than the entry-level Tissot, while Omega was kept in the higher niche, as the brand to fight against Rolex.
The group did not try to place it in a higher positioning to compete directly in the luxury segment, as it would have competed against Breguet and Blancpain. So, the poor Longines was cut down and left as an average brand, without having the possibility of returning to its former glory.