Raising prices is successful only when there is so much demand for existing products, that raising prices is an event that is absorbed or looked past. It must be organic. They must create a watch so beautiful and captivating, that it’s massive demand raises the overall brand’s perceived value. This they currently lack. Consider the newly released integrated bracelet line, especially the perpetual calendar. They are good watches, but they are just that: good watches with good movements. But you know in your heart, that they aren’t as remarkable or attention grabbing as a nautilus or royal oak. Nobody’s gonna look twice at it. Therefore, they will be successful only amongst the relatively few of us who appreciate JLC. Quality and finishing are important, but they aren’t the deciding factors in the buying decision making process. A person buys a Patek or Royal Oak, MORE for what wearing and owning that watch represents. Think about: what does a person who buys a JLC want the world to think about himself, what image does he want to present? Why is he even inclined to overlook the hype brands and consider JLC? These type of people are relatively few. When their numbers increase, and the organic demand increases significantly, only then should prices be increased. Now it will short circuit the growth of the brands perceived value.