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When Banks Try to Pierce the "Secret Watchmaker"
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Morgan Stanley has published its ranking of Swiss watch brands since 2018. This year, the strong point is the decline of Omega, ahead of Audemars Piguet and Patek Philippe. Swatch Group's management cast doubt on the whole studyTwo lines in the New York Times were enough to set the Locle on fire: "According to Morgan Stanley's estimates, Tissot's turnover fell by almost 25%, from 1 billion francs in 2020 to 760 million francs in 2024." This info…
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