It can be generally concluded from the various observations that a gross change in the behavior of the buyer is taking place. The emerging fashion brands in watches have more focus on sales of pieces rather than a master piece. the watches are sold on a design base rather than its quality. With no doubt, a brand can have a very good rotation of stocks with new looks of faces of wrist watches.
On the side of distribution, the trend of globalization in the watchmaking industry has accelerated the progress. People works on the face of the product rather than the product quality or life.
The brand concept has also changed the buying behavior. A buyer of a “Guess Watch” for example knows very well that it is made by the “Guess brand”, does not make any difference if it is made in Malaysia, Indonesia or China. He is buying a style or a membership in a club rather than its made in label.