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@JB
Hype innit. I was in a Rolex boutique the other day because my partner has got it into her head that she wants an OP. Two guys come in. Ask to buy two gold dialed, gold Day Date's on the spot. Sales rep says, wow, sure. They say 'it's just that kinda day.'
Can you imagine two buds going into a Lange store and asking for two 1815 Annual Calendars? I definitely can't. It's the clientele that are attracted to the brand. Rolex is huge. Lange, FP Journe etc. Niche as fuck by comparison.