This could be have something to do with it.
The popularity of independents.
While i am for years looking what men and women do with watches, they are into independents.
Me as an old school guy went at the old maisons tasting watch history, be satisfied.
Know more the old maisons takin in by big enterprises where employers, watch makers switch job overnight, became more as a business machine rather than listen to customers, laying love into movements, whisper to dials, and sending an exclusive brand book with a bottle of Scotch.
Living a maison and have a VIP experience are the cherry on the cake.
For me it is good enough i wear my watch with pleasure, for others it can not be enough.