However, the brand was able to work to overcome this weakness by reorganizing its catalog, which is now much more understandable and structured around 4 collections: Defy (which concentrates the most daring watches), Elite (for a more dressy and refined proposal), Pilot (bringing together vintage inspired watches with a design with a strong personality) and Chronomaster, which is the real keystone of this catalog. However, this always returned to the problem of the lack of a clearly identifiable watch.

Under the impetus of Julien Tornare, the brand recently refocused to rely more clearly on its real asset, the El Primero movement. The ability to innovate was certainly in the DNA of the manufacture and it was also very tempting and relevant to draw on the creative and financial potential of the LVMH group. But in the end, in a context where customers need to be reassured, the market's aspirations were different. A few years ago, the Manufacture embarked on a very technical path to present innovative products such as the Defy Lab and its special oscillator or the Defy El Primero 21 with its ability to display times with a 1/100th of a second accuracy.

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