It's true they don't have a strong identity, nor as you say, they are clearly regarded as being at the top in at least some area. In fact, perhaps even more problematic, it's not easy to identify what that area might be. You may also add a variety of other issues with the brand, which will hardly be resolved for as long as it is part of a large conglomerate and needs to respond to the market on a quarterly basis. But I do agree with Oyster Case that while the pithy analogy with Patek and Rolex is not accurate, the *existence* of such easy analogies is a problem for the brand... ;-)