The brand certainly has a long history and have always produced watches of the highest quality. It remains a very heavy lift for them to improve their market position.The brand has a long history and I understand they are working on revamping their profile to close the gap to the ‘Holy Trinity’.
Quality-wise there is not much gap if any. But in terms of public demand, the gap is huge. That is VERY hard to turn around and I would not bet on it.