The company's purpose is to engage in trade, consulting and all activities in the fields of watchmaking and jewelry, as well as the trade of all luxury products, the holding of trademarks and intellectual properties. It may, in Switzerland and abroad, establish branches, participate in other companies, acquire or establish companies with an identical or similar purpose, carry out all financial, commercial, industrial, movable and immovable transactions, except for those prohibited by the LFAIE, and conclude all contracts that serve to develop the company's purpose or are directly or indirectly related to it. The company may grant loans or guarantees to its associates or third parties if it serves its interests.