When all balance springs were metal, Swatch Group's Nivarox enjoyed a virtual monopoly. The most widespread alternative, patented silicon technology, is also the property of a handful of manufacturers. However crucial it may be, mechanically and strategically, the balance spring is about materials science, not horological genius.

Rolex is one of the most prevalent and powerful brands of the past century. Though its presence spans globally, it is a particularly potent force in the United States. From strategic partnerships to strategic business moves, Rolex has carefully positioned itself at the centre of American culture, resulting in one of its top markets worldwide.

Brands have wised up to the benefits to be gained from associating their name with art venues and exhibitions; creative contexts whose audiences are also potential customers.

Exposure to magnetic fields isn't without consequence on a mechanical watch's proper functioning. After early attempts to resolve the problem, recent innovations are delivering promising results. Demagnetising tools are also benefiting from new developments.

Using an ambassador to represent a brand and its image is an idea that's still going strong, as these twenty-first century examples confirm.

Bucherer's newly-opened Gallery in Geneva is entirely focused on pre-owned watches. As well as buying and selling, this lounge space will host events aimed at renewing the purchasing experience for a new generation of watch enthusiasts, through a concept Bucherer plans to roll out to other locations.

From the watchmaker's workbench to the architect's drawing board, it's a case of bigger, bolder, better as brands take the industry towards an ever more spectacular future.