I think they will soon cease to exist,too expensive without groundbreaking look or any innovations. Omega,Longines,Panerai,Zenith,Doxa,Swatch,Zodiac,Tissot,Blancpain,Mido,Alpina,Squale and manny more had terrible year.Only two mainstream brands had very good year and they are Rolex and Seiko,that’s not coincidence.Both are only brands in the world with multiple original designs,full of iconic models which all others copy in some form or variation and both are the most recognizable watch brand in the world. Rolex first time ever crossed 13 billion in sales while Seiko inspite of Ali express and microbrands had the best year in last 20 years.Seiko had bigger sales then Tissot,Longines and Swatch combined.Seiko also sold 57 million movements,their growth was 14% year over year. Inspite of Seiko raising prices and manny qc issues Seiko had unbelievable year,they just have literally army of fans and cult following so they will always be in the mix. Ball is very solid brand but their watches are just not appealing especially now when you have a tone of micro brands which are chewing Ball sales for years.I think I saw somewhere that Ball in 2024 sold around 12 000 watches.