A synergy also means less competition: as soon as Zenith has started producing ceramic-cased, modern-looking watches this last year, it has admittedly stepped on the toes of TAG Heuer (similar price segment and value proposition now met a comparable modern approach to styling and use of materials). Hence, to create a more harmonious environment, it would make sense to see Hublot remain the high-end modern brand, TAG Heuer be the modern, cool, more affordable, and high-tech manufacture, and Zenith take a solid position as a more dressy, elegant, vintage-themed brand.