Now the brand is set to win accolades for its first foray into technical watchmaking.
The company's new watch collection has been created completely in-house, from conception to completion, at its La Chaux de Fonds factory in Switzerland.
Tambour Mystérieuse is the most high-end timepiece from the new collection - with price tag of $265,000.
The watch has a round dial and a mechanism encapsulated by two sapphire crystal discs, so the watch itself "floats" within the bezel framing it.
Other styles in the collection will range from $8,224-10,612.
The collection will also offer a wide array of customisations.These include monogramming the second hand with the wearer's initials; selecting gemstones to place on the optional platinum, white, yellow or red gold case; and a choice of leather straps.