Two years ago, MOV (their symbol on the NYSE) was in growth mode. I had some great fun making money investing in them... but, like their actual product, it looks like they've fallen from grace. For a while now, they've been making "mall watches" as has previously been stated here, and pairing them with the latest celebrity "ambassadors" or "friends-of-the-brand." Unfortunately, it seems TAG Heuer is following suit these days...