The publishing and marketing of books, the organization of exhibitions, particularly in the fields of watchmaking and visual arts. The company may also trade in precious objects and works of art. The company may also acquire, sell, register and exploit intangible assets in Switzerland and abroad, in particular patents, patent-related rights and trademarks, and the acquisition and assignment of licenses related to such rights. The company has the power to take interests in any form in all companies or corporations having identical or similar purposes, or of a nature such as to favor its corporate purpose through the creation of new companies or enterprises, or through contributions, subscriptions, purchases of securities and participations or corporate rights, or through mergers or associations. The company may, on its own behalf or on behalf of third parties, carry out all financial, commercial, industrial and securities transactions directly or indirectly related to its purpose. Finally, the company may establish branches in Switzerland and abroad.