It would control 18 leading brands, including Blancpain, Breguet, Longines, Omega and Rado.

FORBES

The value for watches from common Swatch Group brands such as Tissot or Longines will not likely increase in value.

FORBES: Wrist Watch Brands & Models Of High Value

Through its Breguet, Longines, Blancpain, Omega and other brands, Swatch has about 15% of the market for expensive watches, trailing only Rolex and lvmh.

FORBES: On his watch

Gaining the most attention in China is Omega (20.2 percent of searches there), followed by Longines (18.9 percent) and Rolex (10.5 percent).

FORBES: China Overtakes U.S. In Luxury Watch Demand

Prix du Jockey Club and Prix Diane Longines are held annually in June, attracting hundreds of aristocratic spectators from around the world.

BBC: Under-explored day trips from top European cities

This week, Adam is in Paris for the Longines Future Tennis Aces tournament, which begins Thursday and includes 16 of the best young players in the world.

WSJ: One Kid's Personal Tennis Academy

My father in law and late mother in law had a pair of Longines for around 30 years, and other than their wedding rings, this was really their only indulgent heirloom, a big deal for them.

FORBES: The Official Watch Of The Kentucky Derby (And Andre Agassi)

Out of the 65 brands analyzed, the top 10 most-searched luxury watch brands (Omega, Rolex, Longines, Cartier, Rado, Patek Philippe, Vacheron Constantin, IWC, Piaget, Chanel) represent nearly 80 percent of the search market, according to the survey.

FORBES: China's Appetite for Luxury Watches Remains Strong