Clearly the Bogart estate had no problems with Longines using his image recently in an advertising campaign, but there is clear and distinct difference between the two companies. One is a fine manufacturer of mid-range and high quality watches at reasonable prices with a focus on traditional design and acknowledgement of their historic values. The other is run by clever spivs off shoring and eschewing traditional manufacturing techniques in favour of cheap and nasty rain coats from China, but when it comes to marketing they are more than happy to feed off past glories and reputations.

The Bogart estate is clearly a moral enterprise and understands the importance of his legacy.

I thought copywright on books and music only lasted for 99 years?

The husband of one of my wife's friends was once married to a descendent of Karl Marx's family and I am told she had holiday homes and property from royalties from his weighty tomes. Nice one, if only my anscestors had been so clever instead of being foreman navvies, Irish famine refugees, boiler makers and Liverpool dockers for the whole of the 19th century.