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I feel IWC's direction is going the opposite way. Then again, they're selling more watches nowadays and I bet they're happy about that.
Sure, they are selling more watches in the short-term, but they are doing so by becoming a pastiche of themselves--or worse, of others (compare the new Da Vinci chrono to Patek's in-house chrono introduced a couple of years ago).
Who knows what long-term effects this will have.