One thing I find that links VC watches is just how different they all are. The case shapes and dial layouts often share the common feature of looking like nothing else from the brand. The brand currently markets under the slogan of "One of not many." And one only needs to watch the interview with Nick Foulkes to gain a better understanding. I believe they hit upon the term "segmenting design" in that interview. If one wants a safe homogenous popular design, there are more suitable brands to choose from for that.