I am of the opinion that once you've perfected a design, there is no need to change it just for the sake of it. Purdey to me are still quite innovative, more so than any other "best" maker. Look at the Damasteel guns which they first introduced in O/U, and now are available in SxS too.
Not "twisted" in the same manner as traditional Damascus, rather forgings are made in a metallurgically complex process which creates the pattern, and the steel has better properties than regular steel. Quite innovative without a doubt.