What if Patek Philippe diversify heavily into the jewelry business? To the extent where they start to promote Patek Philippe rings and bracelet?
Or Perhaps AP started manufacturing men's clothing?
JLC manufacturing car tyres and motor oil?
All to the extent that they all start opening dedicated stores to sell their non-horology products, and the general public starting to recognize these companies due to their non-horology products.
Will they then fall into the same category of Cartier, Chopard or even Mont Blanc, who produce some fine watches and design but doesn't appeal too much ue to the "It's not a watch company because they're selling other products which they can't focus on developing watches".