Traditionally, the watch industry, rooted in centuries-old techniques dating back to the 1600s, prides itself on its heritage and know-how. Yet after risking extinction during the quartz crisis of the 1980s, in which almost all Swiss watchmakers failed by refusing to adopt evolving technology, the industry once again prospered by ceding its pretensions in terms of precision and reliability. When the Apple Watch arrived in 2015, another seismic shift hit the industry, sparking a wave of innovation that pushed traditional watchmakers to rethink their approach to product, communication and business, often pursuing ways that would have been unimaginable a few years ago. So much so that today, innovation is now one of the challenges of the watch industry. modus operandi.

In the innovation pillar, Breitling takes the lead, followed by Audemars Piguet and Hublot. All three brands have been involved in product collaborations and exhibitions over the past year, with Breitling increasing its level of innovation through its digital product passports and associated NFT.