The average results of mid 2000’s shown different behaviors of different brands. Many brands got out of the situation while many had to dump their product in the market. Consequently, watch brands of the market became a little careful. The market however is improving gradually. It is certain that any brand would not like to reinvest in such a market where lots of stock is already to sale with a lesser number of consumer. in our opinion, a company should invest in research and innovation in the current situation. It may be an easier and a safer investment.