Let's talk first about how luxury in general has changed, with the advent of "hypermodern luxury". For a long time, luxury centered on an object, a rare and expensive product intended as a badge of social status. Then, parallel to this, a different form of luxury appeared. This "emotional luxury" or "experiential luxury" is no longer about claiming social distinction; it originates in the desire for emotional benefits. Fine watchmaking seems to me to fall outside this logic because of the product's technical focus, through its complications and the high level of technical skills. The emotional dimension is expressed through craftsmanship. Growing demand for emotional experiences on the one hand and the development of new technologies on the other has transformed the status quo, and this should take us down new paths.