The manufacture's initial strategy was to focus its energy on classical luxury watches at an affordable price.
The Accessible Luxury positioning was the basis of strong growth during the financial crisis when consumers came back more to classical values and accessible prices.Peter Stas played an outspoken role in a conflict with the Swatch Group after it announced a reduction in its provision of watch component parts to third parties.
Stas said the proposed cuts would establish an unfair advantage and stifle competition, and not be good for the Swiss watch industry or consumer choice.
A legal action to request a freeze before the Federal Administrative Court of Switzerland together with eight independent watch and movement companies to block the 2012 cuts was rejected.
After a long standoff, Switzerland’s Competition Commission (COMCO) finally ruled that it would not allow the Swatch Group to reduce supplies of assortments (i.e.
Brunner and Alexander Linz, Peter Stas wrote the book Live your passion, Building a watch manufacture.In 2015, Stas played a substantial role in the introduction of the "Horological Smartwatch", a smartwatch design that uses a secondary analog dial rather than a screen for its display – giving the timepiece a more classic look than other such devices.