A new generation of watch customers will be lured to only a handful of brands unless they are shown alternatives, insists Mr Hess.
America is still an under-developed market where WoS thinks his formula of large, luxurious destination stores underpinned with kingmaker brands like Rolex and Patek Philippe will grab a large slice of a growing pie.
Rolex has now been involved in the game for more than 40 years, and this year sees its long-standing partnership cover all the major tournaments across three continents, including the US.
Prices for watches from Richemont brands suffer in comparison to the hottest models on its own retail site.
Half of all AP watches are already sold by branded boutiques reveals Francois-Henry Bennahmias.
Mid-morning on day 1 and it was Audemars Piguet making the running as the brand with the greatest 'share of voice', most likely for the emotion stirred up by its Code 11.59 collection launch.
The event was only launched last year by Fondation Haute Horlogerie (FHH), the organization behind SIHH in Geneva, in conjunction with the Miami Design District Associates (MDDA).
No news has been shared on which families of watches will use the re-issued 321, nor do we have any work on when or where Omega's 2019 collections will be launched.
Omega, Breitling and Patek Philippe all made the top 10, but major brands including Audemars Piguet, IWC, Panerai and Hublot ranked lower.
A gang armed with handguns launched a daylight raid on Loring & Co. Jewelry, a high end jeweler in Huntsville, Alabama, on Saturday.