Hi Nico,
I disagree that the brand was "several moments on to die".
The only moment I'm aware of, was the so called 70's Quartz krisis. When looking into the younger history of JLC ownership it is significant that after the buy-out of Mannesmann (see Vodafone) the former watch holding LHV under VDO contol which got sold to Richemont started to change the brands marketing and products. This in my books is just the result of the typical return on invest thinking/acting. Same happend to Vacheron as well btw.
So just to clarify, with silent I meant a not progressive and loud marketing. ie. sponsoring elite events and using popular actors for brand recognition.
The Alarm watch is nice and balanced, as said.
The so called co-operation between Navy Seals and JLC is the problem for me and it is so obvious (and some others here pointed it out as well) a marketing.
Do you really think a estimated $20.000 red gold watch is "tested" by the Seals in real live conditions? I seriously doubt it. In case JLC would have a delivery contract for issued watches and were allowed to sell a limited quantity to the public I most likely would jump to get one, but this way...
"Are watches like The Speedmaster or the 6542 stupid just because they were announced as used on the Moon, or by the Pan Am?"
The hugh diffence is, the mentioned watches were really used by the operations [in case there was ever really one the moon] AND during that time these watches and brands were not "luxury" as we know it today. So actually the statement is out of context. ;-)
I have worked for the military-industial complex and am able to see and understand the difference between testing and real usage of items. Furthermore it comes to mind that the collaboration between military and civil companies is for a quite different purpose than some bucks for the Seals and nice "wanna-be" for the brand. One could actually put it into the Psy-Op point of view. But this definitely goes to far for a watch discussion board.
Guess we have to agree to disagree my friend.
Take care - Ilja
PS: For Richemont reading this as well: Pls. contact me regarding "your brand".net - I have no longer use of it.