Craftsmanship will remain; there will always be collectors, people in search of exceptional timepieces. But young people are more interested in emotions. One possible way forward would be to hybridise the tradition that underpins a brand with something more contemporary. A watch is one of the few objects to be connected to the person, to be in contact with their skin and sensations. It is the ultimate individual experience. The hybridisation of a traditional watch and digital technology opens up a wealth of possibilities. The potential applications are endless: music, health, activity tracking, contactless payment, etc.