IMHO (non-exhaustive list):
Managers have to be watch lovers who understand what they do and do it with enthusiasm and focus on a sustainable development.
Reasonable prices (in Austria i.e. a Rolex DD40 Platinum costs K€ 22 more than the WG version...). Greed leads to nowhere.
Quality of product and service on one hand and prices for them on the other have to be in a certain relation (I don't want to wait months of months for a service just to have the watch sent back again)
Attractive offers also for the average watch enthusiast who cannot afford / doesn't want to afford a steel watch for K€30 and more. Apart from the fact that the middle class simply breaks away...
Best, Thomas