The appalling thing for me is that when Vacheron Constantin wanted to make a splash, they made the 57260.
When Van Cleef & Arpels wanted to make a splash, they made the Automate Fee Ondine.
IWC? A fidget spinner. Now granted - it's not on their website, and they've only shoved it down their social channels. And VC&A spent millions on Automate Fee with no buyer in mind (the V&C watch was a bespoke project). So from a dollars-to-pageviews standpoint, IWC wins.