Beating rival watchmakers is not enough, the company learns from and measures success against USA's biggest corporations.
Alpina hopes to own the outdoor enthusiast market to the extent that it has coined the term Alphinists to refer to adventurous national park lovers.
Citizen, Bulova, Frederique Constant and Alpina are grabbing market share in North America using scale, expertise and clear thinking, argues Mr Cohen.
Alpiner men's and Comtesse ladies' collections have been given special treatment for the US, Canada and Caribbean markets.
250 super early bird investors were given 50% off the expected $895 retail price, and will receive their watches for just $445.
The brand welcomed champion air racer, Mike Goulian as its new ambassador in 2017
20-year veteran at Citizen earns control of watch brands acquired over the past three years.
Prices for the new Alpina Startimer Pilot Quartz start at CHF 495 (£400) while the automatic versions retail for upwards of £1000.
The Bulova office in Watford will close, and all business will be transferred to Citizen's premises in Wokingham.
Store boasts one of the largest collections of Citizen Watch Group brands in one shop, including the world’s first Arnold & Son boutique.