The watch market changed rapidly. An unprecedented wave of mergers and takeovers took place in the late 1990s. Watchmaking groups were made up completely from scratch. In this highly competitive context Barthelay developed several watch collections in stainless steel studded with diamonds. These were more affordable but were completed with the same care and demand for quality as luxury watches.
Never, perhaps, had steel been worked so freely and daringly. The « Sloane » collection in 1996, the « Ladybird » watches in 2000, and the « Lulu » collection in 2004 left an indelible impression, firmly establishing the fame of the brand abroad.