...two lines, sports and "classic", as older brands such as AP and Breguet have done quite succesfully. This way they can capture a younger, non-traditional clienele without losing those who prefer more low-key pieces.
Many other established makers seem to be going through a similar identity crisis (or at least from the view of like-minded Purists), including JLC. As they make more and more Compressors and "sporty" Master series watches, I and perhaps some others would argue that they are moving away from another (albeit likely considerably smaller) segment of the market. Roger Dubuis and Zenith are brands that seem to have decided to scrap their more traditional designs.