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@Stonehedge
The tide is changing for how luxury watches are sold.
JLC, Cartier, Chopard, Montblanc, Piaget and Panerai have started selling online in the last year or so, albeit restricted to particular models in certain countries. Other brands such as Bremont are rumoured to be following suit. The water is being tested.
EDIT: Just remembered that Audemars Piquet were talking about increasing profits without increasing production volumes or prices. That basically means they are looking to squeeze the middlemen. I really do think that the big brands have a whiff of money in their noses in terms of loosening their rules on online sales.