Time has proven that the brand name or value is not eternal. This sentence proven to be right in mid 2000’s. The known brands such as “Gucci” were given a very tough time by the low end and copy watchmakers. The name of the brand was on everyone’s lips before it caught the attention of the low end brands. The low end market gobbled the brand. The copies of the brand took over the market. We believe the brand would disappear from the market if they will not reinvest on their new models of wrist watches. The management of the brand needs to understand the need of the time.