Horological Meandering

As you say, Chopard in many ways still lags in perception behind the quality of watches. The LUC line generally sports nice and horologically sound pieces, the AE fully fits the current era / customer preferences but some of the other lines are between petering out and living a zombie like existence (Mille Miglia for instance). And they don’t get rewarded for many of the solid choices like 14 day service turnarounds. Secondary values still lag a bit behind, too. 

GO is possibly another such brand. Swatch Group does not fully seem to know where to take it. On the bright side the subsidies received stipulate that local content needs to be used, so you do not get yet another mid tier Swatch fare brand but at the same time that makes the brand an odd one out in the portfolio. Some say the choice of name was a mistake (Union had the better cachet at the time of reunification) but in the end the not knowing what it should really stand for hinders it in fulfilling its potential. 

Blancpain I would add to the list. Likewise suffering a bit from an owner possibly more suited to brands lower down in the range, it struggles in successfully expanding beyond the FF line. 

UN and Gap have both seen better days and while individual watches still have appeal (Freak, Sonata, Bridges…), the overall lines don’t benefit from that aura sufficiently 🤷🏻‍♂️

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