A few watch brands have aligned themselves with nonprofit causes dedicated to the sea. Their most visible contributions, however, are ocean-theme timepieces.
A pragmatic return to a broader market focus is a departure from the dark days of the financial crisis, when many Swiss watchmakers decided that the only way to survive was to flock to the high-end.
Many luxury brands are fiercely courting fashion-saavy female clients. Jaeger-LeCoultre, Patek Philippe, Girard-Perregaux and others are paying more attention to women buyers.