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This fall, SWC reorganized its U.S. company, creating a new subsidiary called Grand link Seiko Corp. of America (GSA). "By establishing this new company, we are committed link to changing our business link model in this market," Akio Naito, GSA's chairman and CEO, told HODINKEE. "This move expresses our focus on the high end of the market, on Grand Seiko as opposed to core Seiko. The high end is the future of the brand in this market."

Even the head of Richemont, which owns Cartier, IWC, and Vacheron Constantin among other brands, has said its brands need to constrain production and link "should be cautious in just link trying to pursue link volume."