Just my opinion but I personally feel brands are diluted that bit more every time they change hands, even IF overall quality remains. So yeah, it's no wonder they like to link current products to those of yesteryear, even if the brand has changed hands once, twice or more in the intervening decades.
I think it really depends on the type of “changing hands”.
In some cases, some older independent brands have become part of bigger watch groups, like Swatch group, but essentially the brand continues on as before, same premises, workers etc and more often than not, there is no difference than before, apart from different owner it’s basically same company, so history and heritage are still good.
Then you have those that like CCCP, new owner buys the brand, but in reality it’s only the name and any stock that they’ve bought. The manufacture takes place at a different location with different workforce than before. In reality it’s a totally different company to it’s early days, so any history or heritage (which will be small as CCCP had only been around 20 years before being sold) would belong to the old company and not the new one.
Then you have them that acquire the name only, and are really just a totally new brand with absolutely no connection to the old company, so any use of the history and heritage of the old brand, and implying there is somehow a connection with the old brand, is IMO total fraud, the way Simon Iles portrays Beldray is a prime example.
For me the biggest problem with Ideal world selling the CCCP watches is, is that the history and heritage that Ideal World keep spouting about the brand, has nothing to do with either the new or old CCCP brand/company, it’s the Slava watch factory history. The movement in some, I say some as some of their range has inexpensive Japanese movements, of their watches may have a history and heritage behind them, but that belongs to the watch movement company not the CCCP brand. It would like be a brand using say , Seiko movements in their watches, claiming they’re watches have been inspired by Japan and naming watches after significant Japanese people or events etc, and claiming Seiko’s history and heritage and calling themselves highly skilled Japanese watchmakers, it would be ludicrous, but on Ideal World it’s OK.